Reinventing Virtual Events

CHAPTER 40Reinventing Your Reinventions

There are no rules. That is how art is born, how breakthroughs happen. Go against the rules or ignore the rules. That is what invention is about.

— Helen Frankenthaler

HYPCCCYCL

For year two of our hit series, we introduced a new concept to the industry called “Revenue Methodologies Cross‐Training.” The idea was to identify and then feature all the various methods for sales, marketing, and revenue operations (RevOps) in a competition to see which is the most powerful, almost like Ultimate Fighting Championship (UFC) showcases mixed martial arts. Traditionally, marketing has always had more subtle methods, whereas sales is more accustomed to giving its methods fancy names. What if we could include new go‐to‐market (GTM) motions in the event mix and highlight which ways are more potent by cross‐training them? Leaders with strong opinions can try to prove what's most effective by drilling judged by visionary venture capitalists (VCs) like Sean Sheppard (U+) or Mark Roberge (Stage 2 Capital).

Marketing is strategy. There are way fewer marketing strategies than sales‐authored approaches to selling. In the sales world, the methods can tend to be lighter‐weight acronyms that are situational, mixed, and match. It's exceedingly rare to see a software as a service (SaaS) company enforce one framework. We often see 20 disparate sales methods ...