Go To Masters Show
In the Go To Master Show podcast, we host industry leaders/experts to discuss the best practices and nuances in RevOps and GTM functions.
Speed Is the Hype. Signal Quality Is What Matters: Courtney Hickey on AI, Comp Trust, and RevOps Done Right
Courtney Hickey is the Director of Revenue Operations at ParentSquare, a K12 communication platform serving school districts across the US. She didn't come up through traditional RevOps channels — she started in administrative and legal roles, learned the business by sitting in on executive conversations, and built her way into operations from the ground up. On this episode of the Go To Masters Show, she shares what that unconventional path taught her about designing systems that flex, where comp plans break trust before anyone notices, and why she thinks AI's biggest promise has nothing to do with speed.
Why ri...Any Comp Plan Is a Behavioral Experiment: Evgenia Vereshchak on RevOps, Incentives, and What Breaks First
Evgenia Vereshchak is the Director of Revenue Operations at Procurify, a spend management platform built for mid-market companies, based in Vancouver. She spent eight years at the company, starting as a BDR before moving into RevOps. On this episode of the Go To Masters Show, she shares what building a RevOps function from scratch actually requires, why process has to come before tools, and what most teams get wrong about comp planning before they ever run the numbers.
Why RevOps should never sit under sales, and what happens to long-term revenue health when it doesThe right order for...The Five-Pillar RevOps Framework with Jatinder Dohil
Jatinder Dohil is the Global Head of Revenue Operations at ThetaRay, where they build AI-powered tools to help financial institutions detect money laundering and human trafficking. Before ThetaRay, he spent 20 years in revenue operations across organizations ranging from 10,000+ employees to early-stage startups.
In this episode, Jatinder breaks down his five-pillar RevOps framework: data and insights, systems, process, commissions planning, and customer 360. He explains why forecasting accuracy within a 5% threshold changes how the entire business plans, shares a salary analogy that makes unpredictable revenue feel personal, and talks about how AI tools like Copilot are changing what sales...
From Noise to Signal: How Proximity to Reps Changes Comp Design
Samantha Joswick is the Senior Manager of Sales Operations at H2O.ai, where she owns the full GTM engine: compensation, deal desk, analytics, and systems. Before H2O.ai, she spent several years at Adobe working on product-level comp plans for the global digital marketing sales organization, and led end-to-end compensation at Intermedia Cloud Communications.
In this episode, Samantha talks about how she fell into sales ops by accident, spotted a quota overlap at Adobe that leadership was dismissing as rep complaints, and used data to prove it was structural. She shares her framework for comp...
First Person on the Ground: How Andre Serpa Builds Startup Sales Teams Across Latin America
Andre Serpa is the Area Vice President for Latin America at ClickHouse, a real-time analytical database company, based in SĂŁo Paulo. He spent a decade at Microsoft, nearly six years as one of the earliest employees of what became Google Cloud, and then four years each at Elastic and Neo4j, always building LATAM go-to-market operations from the ground up. On this episode of the Go To Masters Show, he shares what two decades of market-building in Latin America actually taught him about partnerships, talent gaps, local nuance, and why the companies that get the region right go p...
Don't Wait to See How It Plays Out: Jason Martin on AI Adoption in Finance
Jason Martin is the VP of Credit and Collections at Kaseya, a global IT management software company operating across North America, EMEA, and APAC. He spent 21 years at Datavant, rising from entry-level collector to Head of Finance Operations and watching the industry move from paper records to bot automation to AI. On this episode of the Go To Masters Show Finance Fireside, he shares what finance transformation actually looks like from the inside: why culture is the real barrier to AI adoption, and what it takes to lead global teams through that kind of change.
Why 80% of finance...Don't Rush the Bot: Matt Dornfeld on AI GTM, Partner Strategy, and the Data Foundation
Matt Dornfeld is the Senior Director of Global AI GTM at Commerce, the public holding company behind BigCommerce and Feedonomics, where he leads the effort to embed AI across every workflow in the revenue organization. On this episode of the Go To Masters Show, he shares what building an AI GTM practice from the inside actually looks like. He covers why most teams sabotage themselves before they start, and what separates companies getting real outcomes from those chasing shiny objects.
Why doing one AI use case completely beats running 50 halfway, and the FOMO that keeps pushing teams toward...Shiv Walia on Why Bad Comp Plans Drive Attrition Faster Than Anything
Shiv Walia is the Director of Sales Compensation at A Place For Mom, leading comp strategy in the senior living industry. On this episode of the Go To Masters Show, he shares insights from 12 years in GTM, starting as a computer engineer at Accenture, then moving through sales ops at Dell and Mindbody before specializing in compensation across B2B and B2C models.
Why a bad comp plan causes attrition faster than anything—and why what reps focus on is always what they get paid onHow showing a graph of rep productivity going from 20 to 40 sales overnight ma...Burak Ciflikli on Why JotForm Survived 20 Years Without Investors
Burak Ciflikli is the Chief Operating Officer at JotForm, a bootstrapped online form builder celebrating its 20th anniversary with 35 million organizations in its user base. On this episode of the Go To Masters Show, he shares insights from his journey as a software engineer turned COO, and how staying investor-free gave JotForm the freedom to focus entirely on what customers actually need.
Why bootstrapping creates freedom to build for customers rather than maximize investor returnsHow a hack week idea about "forms that can talk" pivoted into a full customer service AI productWhy the COO's job in an ideal...Melissa Ramirez on Why Shadow Accounting Means Reps Don't Trust You
Melissa Ramirez is the Director of Commission Operations at Cox Communications, where she leads a team supporting 3,000+ sales employees with 99.9% first-pay accuracy. On this episode of the Go To Masters Show, she shares insights from over a decade in comp strategy, technology, and business operations—delivering daily commission statements with mobile access to eliminate shadow accounting and build seller trust.
Why shadow accounting happens when reps don't trust the system—daily transparency eliminates mysteriesThe three-legged stool: people (aligned teams), process (documented intake), and systems (data + internal auditor)How treating comp as strategic versus back-office gets you a seat at t...Darren Fay on Why Compensation Plans Are Art, Not Science
Darren Fay is the VP of Operations at Littera, one of the few full-service AI-native legal software companies. On this episode of the Go To Masters Show, he shares insights from an unconventional path—starting as a firefighter where process and procedures became second nature, then leading operations across Sprint, seed-stage startups, and publicly traded companies.
Why firefighting prepared him for operations—both require following processes to keep scenes safe and stable
The Five Whys methodology: solve root causes, not surface issues that keep rearing their ugly heads
Why comp plans fail when they're too comp...
Benito Piuzzi on Why AI Is an Enhancer, Not the Puzzle
Benito Piuzzi is the Senior Vice President of Organization Strategy at Lakeview Loan Servicing. On this episode of the Go To Masters Show, he shares insights from scaling better.com from a figure to massive growth in 18 months, his McKinsey consulting foundation, and now navigating mortgage tech acquisitions—all through the lens of intentional operations and strategy.
Why businesses that win with AI won't have better AI—they'll have better strategies, talent, and org structures
The "widget model" that scaled better.com: treating mortgage like an assembly line with precise gearing ratios per role
How voic...
Christopher Goff on Why Comp Leaders Support, Not Lead
Christopher Goff is the Senior Director of Sales Compensation at LabCorp. On this episode of the Go To Masters Show, he shares insights from "growing up in sales operations"—falling into comp when his manager left three months in, then bridging the language barrier between HR and sales across quotas, territories, market analysis, and now global compensation spanning 35+ countries.
Why comp leaders are speechwriters, not speakers—you support the business's message, not deliver your own
How handwritten notes and walking cube-to-cube saying "thank you" create cultural shifts that people remember decades later
The library approach to g...
Ankit Chopra on Why Partnerships Are the New Procurement
Ankit Chopra is the Director of Financial Planning and Analytics for Cloud and AI Products at Neo4j. On this episode of the Finance Fireside podcast, he shares insights from applying AI and ML models to forecasting across Meta, Mambo, Atlassian, and Kespry—expertise that's now mainstream as the world catches up to what he's been doing for a decade.
Why finance is the "central nervous system" tracking and sending signals across product, engineering, and GTM teamsThe pricing alignment triangle: customer value, usage, and financials must all synchronize for sustainable growthHow partnerships with cloud/AI providers create shared ec...Jordan Rogers on Why RevOps Isn't IT Support for Sales
Jordan Rogers is the Founding Partner at GTM Advisor Group. On this episode of the Go To Masters Show, he shares insights from 10+ years scaling RevOps functions across unicorns and PE-backed companies—including building Thumbtack's sales org from 4 reps using sticky notes to 90 reps with structured processes.
Why data is just a byproduct of good process—without consistent process, everything downstream is made up or wrongThe "scream test" for system cleanup: who will complain if you delete this field, record, or entire CRM?Why RevOps should build for the rep, not the board—because unhappy reps don't follow proces...Mark Rosenthal on Why Great Sales Leaders Are Skeptical
Mark Rosenthal is the Chief Revenue Officer at Castle, a $200 million managed security-as-a-service company focused on commercial real estate. On this episode of the Finance Fireside podcast, he shares insights from scaling revenue across vastly different stages—from $194K ARR to $35M at HQO, leading a $3.5B business at Google, and now $200M at Castle.
Why great sales leaders are skeptical while great salespeople are optimistic—and how to balance bothThe "Three Moments of Truth" framework: champion confirmed, time-based incentive, and executive flyover emailWhy he interviews every candidate, from salespeople to coordinators—holding the bar matters at every stage<...Brian Jakins on Why Winning Means Solving Problems, Not Closing Deals
Brian Jakins is the Senior VP of Global Sales at SD Engineering iDirect. On this episode of the Go To Masters Show, he shares insights from 25 years at the forefront of sales leadership across GSM, telco, and the space race—from early mobile networks to today's low earth orbit satellites connecting handsets directly from space.
Why the sales cycle isn't about closing deals—it's about solving customer problems and building recurring businessHow Nigerian teams taught him cultural sensitivity: "You can't tell a Nigerian how to do business—understand the sensitivities first"The compensation formula for long cycles: higher base...Salina Dayton on Why AI Sometimes Draws Like a Child
Salina Dayton is the Head of Sales Operations for the Americas at Moxa, a Taiwanese industrial connectivity device company. On this episode of the Go To Masters Show, she shares insights from a career spanning Starbucks, banking, software, semiconductors, and now industrial tech—starting as a dental hygiene major who discovered her problem-solving superpower.
Why AI is a tool to "see around corners" but still delivers child's drawings of horses sometimesHow data-driven decisions threaten teams without the right culture—and how to build trust insteadThe art of asking indirect questions across cultures: "If you were going to do this...Pinky Raina on Why Expenses Can Be Investments
Pinky Raina is a seasoned finance executive with CFO experience across manufacturing and sporting industries. On this episode of the Go To Masters Finance Fireside podcast, she shares insights from leading finance functions that prove the industry-agnostic nature of finance leadership—from Deloitte external auditing to CFO roles managing treasury and board relations.
Why R&D cuts are tempting but dangerous—the sporting industry lesson that changed her perspective
How to build depth and breadth of capability to make yourself "marketable" as a finance leader
The foundation-first approach: clean ERP systems and data before chasing AI b...
Jane Akczinski on Why Correlation Isn't Causation in Comp
Jane Akczinski is the Global Sales Compensation Manager at Rithum. On this episode of the Go To Masters Show, she shares insights from a career spanning sales operations and finance, starting from writing mainframe code to extract data to now designing global compensation programs that balance fairness, transparency, and business growth.
Why more client meetings don't necessarily cause higher revenue - the correlation vs. causation trapHow legal and HR should be on speed dial for global comp teams navigating local labor lawsThe human element AI can't replace: fixing errors, handling exceptions, and building trust with repsConnect...
Nabeel Ebeid on Why Wishful Thinking Kills Comp Plans
Nabeel Ebeid is the VP of Revenue Operations at Wonderkind. On this episode of the Go To Masters Show, he shares insights from a career combining finance and operations across ExactTarget (IPO'd and acquired by Salesforce), Active Campaign, Cheetah Digital's spinoff and merger to become Marigold, and multiple M&A transactions.
Why typing bigger numbers into spreadsheets doesn't create capacity—only wishful thinking doesHow managing a forgotten Brazil office taught him to listen more than speak in leadership rolesThe difference between quota (compensation question) and capacity (operational reality)Connect with Nabeel: LinkedIn
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Sunil Kausik on Why Everyone in Life Is a Sales Guy
Sunil Kausik is the Director of Revenue Operations at Semrush. On this episode of the Go To Masters Show, he shares insights from two decades in RevOps and incentive compensation, starting as India's #1 life insurance sales rep and evolving through banking, Accenture consulting, and now global sales operations.
Why scalability and repeatability trump custom solutions—you shouldn't reinvent the wheel with every pivot
The McDonald's principle: Keep processes so simple that innovation becomes possible
How AI should handle mundane tasks so humans can have "richer conversations" about helping reps buy houses
Connect with Su...
Preston Toone on Why You Must Be Seen to Be Promoted
Preston Toone is the Director of Revenue Operations at Weave. On this episode of the Go To Masters Show, he shares his unconventional journey from SDR to leading post-sales operations, building the first dedicated post-sales ops function at Weave.
Why RevOps can't be "a mile wide and an inch deep"- you need depth across the entire revenue cycleHow post-sales operations unlock value that sales ops alone can't captureThe career principle that drove his rise: prove more value than you're being paid before asking for promotionConnect with Preston: LinkedIn
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Saurabh Kapadia on Why Data in Your CRM Becomes Noise
Saurabh Kapadia is the Director of Revenue Operations at Together AI. On this episode of the Go To Masters Show, he shares insights from seven years in RevOps, including building at Fivetran during hypergrowth, scaling at public company Asana, and now architecting systems at an AI-native startup.
Why only actionable data belongs in your CRM—everything else is just noiseHow smart enrichment using AI signals beats traditional firmographic data for ICP matchingThe journey from Salesforce admin at a university to managing revenue systems across three companiesConnect with Saurabh: LinkedIn
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Vivek Vishal on Why RevOps Is Literally Saving Lives
Vivek Vishal is the Senior Director of Sales Excellence at PIP Global Safety. On this episode of the Go To Masters Show, he shares insights from leading sales strategy across Dell Technologies' $40 billion portfolio, Honeywell's PPE divestiture, and now driving 2.5 billion in PPE products that protect frontline workers.
How predictive analytics during COVID ensured critical product availability when senators called about laptop shortagesWhy compensation plans must be explainable in 60 seconds or they won't motivate your sales forceThe evolution from Excel-based operations to RevOps as the nervous system connecting all functionsConnect with Vivek: LinkedIn
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Steph Allen on Why Finance Must Move From Historian to Navigator
Steph Allen is the CFO at Accela. On this episode of the Go To Masters Finance Fireside podcast, she shares insights from three years as CFO at fast-growth companies, focusing on sustainable scaling and transforming finance from a compliance function into a strategic business partner.
Why cash flow clarity is the first strategic lever in any new CFO roleHow dynamic dashboards transform finance reporting from static compliance to real-time decision engineThe shift from mentorship to sponsorship for accelerating women leaders in financeConnect with Steph: LinkedIn
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Colin Towner on Why Simplicity Wins in Comp Plan Design
Colin Towner is the VP of Global Commercial Operations at Shockwave Medical. On this episode of the Go To Masters Show, he shares insights from over 20 years across eight medical device companies, spanning vascular, orthopedics, GI, and urology.
How machine learning transforms revenue forecasting from simple statistical models to multi-factor predictionsWhy compensation plan simplicity prevents reps from gaming the system through group coordinationThe evolution from routine analytics to strategic "what's next" thinking as AI handles standard reportingConnect with Colin: LinkedIn
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John Lee on Scaling Sales Comp for 5,000+ Reps and Half a Billion$ in Commissions at LinkedIn I
What does it take to design and run one of the world’s largest sales compensation organizations, paying out nearly half a billion dollars in commissions?
In this episode of Uncappd Insider, we sit down with John Lee, Senior Director of Sales Compensation at LinkedIn, who leads a team that manages compensation for 5,000+ sales reps.
Presented by: Everstage • The Uncappd Insider Podcast
Guest: John Lee, Sr. Director of Sales Compensation, LinkedIn (https://www.linkedin.com/in/johnlee49ers/)
Host: Shiva, CEO & Co-founder, Everstage (https://www.linkedin.com/in/sivasrajamani/)
If you’re in R...
Yassine Almiaadi on Why RevOps Is the Bridge Between Departments
Yassine Almiaadi is the Head of Revenue Operations and GTM Strategy at AirTies. On this episode of the Go To Masters Show, he shares insights from leading the transition from a hardware company to a pure software business in the telco smart Wi-Fi space.
Navigating revenue recognition traps when moving from hardware to SaaS business modelsBuilding cross-functional forecast accuracy by stress-testing sales data against product signalsWhy RevOps professionals must become fluent in P&L, not just CRM systemsConnect with Yassine: LinkedIn
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Kapil Duggal on Reading Finance Like a Doctor Reads a Pulse
Kapil Duggal is the Head of Finance, India at Transaction Network Services, a subsidiary of Coke Global Solutions. On this episode of the Go To Masters Finance Fireside podcast, he shares insights from 20 years leading finance operations across record-to-report, order-to-cash, and procure-to-pay functions.
How virtue trumps talent when building high-retention finance teamsReading balance sheets, cash flow, and AR aging as vital signs of business healthWhy automation and AI are transforming routine finance work without losing human judgmentConnect with Kapil: LinkedIn
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Designing for Reality: Wayne Chiang on Consumption Comp, SPM Timing, and AI Self-Service
Wayne Chiang is the Director of Sales Compensation at Cribble. On this episode of the Go To Masters Show, he shares insights from over 20 years navigating sales comp across insurance, legacy tech, and high-growth SaaS startups.
How compensation design evolves from hyper-growth ARR focus to consumption-based stickiness models
Why companies should adopt SPM solutions the moment they create a sales comp function
The six-month symphony required to roll out comp plans that actually drive behavior
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Jeremy Whiteman on Building Agility Into Sales Operations DNA
Jeremy Whiteman is the Senior Director, Sales Operations and Commercial Excellence at Resideo. On this episode of the Go To Masters Show, he shares how early experience carrying a bag shaped his approach to leading six distinct sales ops functions.
Building agility as a core competency to navigate uncontrollable market dynamics and leadership changes
Designing end-state visions that prevent reactive firefighting and enable proactive transformation
Treating tech stack evaluation like grocery shopping—never without a clear list and meal plan
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Hope Blaythorne on Why Change Is Your Career Superpower
Hope Blaythorne is the Chief of Staff, Revenue at Octopus Deploy. On this episode of the Go To Masters Show, she shares insights from her journey across sales, channel management, customer success, and operations leadership.
Navigating from enterprise hierarchy to startup meritocracy while building cross-functional alignmentEmbracing change as opportunity rather than obstacle in volatile GTM environmentsRethinking compensation and recognition for a new generation of sales professionalsConnect with Hope: LinkedIn
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Sara Terlecki on Being the Calm in Sales Ops Chaos
Sara Terlecki is the Director of Sales Operations at Dialight. On this episode of the Go To Masters Show, she shares her unconventional path from retail management to leading sales ops in complex manufacturing environments.
Bringing clarity to chaos through cross-functional alignment in industrial manufacturingBuilding trust across teams as the foundation for operational transformationNavigating the unique challenges of sales ops in physical product environmentsConnect with Sara: LinkedIn
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Peter Van Lier on Why Data Is Just the Starting Point of the Story
Peter Van Lier is the Senior Sales Operations and Commercial Excellence Leader at Imperative Care. On this episode of the Go To Masters Show, he shares his journey from coding data warehouses at multinational medical device companies to building RevOps systems from dollar zero at a neurovascular startup.
How sales and operations planning prevents hyper growth from outstripping capacity in every departmentWhy territory planning requires adding human color to black and white analytics dataThe FC Barcelona approach to developing RevOps talent in-house rather than fighting competition for itConnect with Peter: LinkedIn
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Juan Felipe Mejia on Why Simplicity Is the Ultimate Sophistication in Sales Comp
Juan Felipe Mejia is the Senior Director of Global Sales Compensation and Operations at UiPath. On this episode of the Go To Masters Show, he shares 20 years of sales compensation expertise across multiple industries, blending finance, strategy, and psychology to influence behavior through numbers.
How Monte Carlo financial modeling projects different attainment scenarios for global comp planningWhy automation reduces manual effort by 40-50% while improving rep trust and visibilityThe ""drink your own champagne"" approach to implementing automation-first solutionsConnect with Juan Felipe: LinkedIn
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Matthew Thompson on Why GTM Leaders Must Lead From the Front, Not the Desk
Matthew Thompson is the Chief Revenue Officer at Socure, the global leader in identity verification and fraud prevention. On this episode of the Go To Masters Show, he shares how 11 years in Army Special Operations shaped his approach to building high-performing GTM teams through trust, shared consciousness, and empowered execution.
The Team of Teams framework: building trust through common purpose and empowered execution
Why he audited existing RevOps tech stack for AI enhancements before chasing new tools
How leaders must be visible and deep in details without doing the work for their teams
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Erik Hofstede on Why Revenue Operations Is Your Success, Not Your Job
Erik Hofstede is the VP Revenue and Customer Operations at GoGuardian. On this episode of the Go To Masters Show, he shares his unconventional journey from chemical engineering to RevOps leadership and how he tripled a business by challenging subscription models.
The leadership success profile: Think strategically, build teams, drive results, inspire action, innovate for impactHow seller "follow me homes" reveal where organizations fall down in supporting their teamsWhy working "on the business" vs "in the business" transforms growth trajectoriesConnect with Erik: LinkedIn
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Yun Wong on Why System Integration Is Like Untangling a Spaghetti Ball
Yun Wong is the VP of Finance Systems Transformation and M&A Integration at Datavant and founder of Falcon Transformation LLC. On this episode of the Go To Masters Finance Fireside, she shares 23 years of finance transformation experience from stapling receipts to leading enterprise-wide integrations.
How to integrate M&A deals in four months through proactive playbook development and governanceWhy understanding company history prevents going in "hot" and creating conflict management issuesThe shift from manual bank reconciliations to AI handling 80% of mundane finance tasksConnect with Yun: LinkedIn
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Terry Kim on Why Ignoring AI Is Not an Option for Finance Leaders
Terry Kim is the Senior Director of Finance and Business Operations for Asia at Coupa Software. On this episode of the Go To Masters Finance Fireside, he shares his journey across consulting, banking, and SaaS leadership spanning multiple continents.
The crawl, walk, run approach to transformation while staying comfortable with gray areasWhy successful change management requires understanding everyone's appetite for change differentlyHow being objective-oriented beats process-oriented when working across global teamsConnect with Terry: LinkedIn
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