Our CEO, Guillaume Jacquet, recently sat down with Jordon Rowse, CEO of Set2Close—a certified HubSpot partner helping scaling companies build reliable GTM engines. With a front-row seat to shifting trends and recurring challenges, Jordon brings sharp insight into what’s changing, what’s not, and where RevOps can make the biggest difference.

Here are some of the key takeaways both GTM leaders are seeing on the ground.

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Pressure is building inside the GTM room

While the SaaS market is slowly rebounding, the shift from growth-at-all-costs to operational efficiency is here to stay. Sales cycles are longer, channels are more crowded, and buyers are more selective. GTM teams are expected to do more with less, all while justifying every investment with clear ROI.

The most resilient organizations aren’t necessarily the most resourced. They’re the most adaptive. They continuously refine their attribution models, test new channels, and optimize both the front and back of the funnel. Dynamic thinking—and execution—is becoming a competitive advantage.

“What we see is that dynamic companies are winning. That’s a really big [thing]. And what does that mean? When things are going well, they’re still exploring new different channels and options to grow.” — Jordon Rowse

The Bowtie model is more relevant than ever

For many teams, performance conversations still revolve around pipeline and win rates. Yes, closing deals is critical. But long-term growth depends on net revenue retention. The modern GTM engine isn’t linear anymore: it’s a loop.

The bowtie model helps teams operationalize this mindset by mapping both sides of the revenue engine: from demand creation to post-sale expansion. Filling the funnel is only part of the equation, what matters just as much is building systems that capture and compound value over time.

Short-term pressure, long-term work: the CRO and RevOps paradox

One of the core challenges in GTM teams is the tension between short-term performance and long-term system building. CROs are evaluated based on quarterly results. RevOps think in infrastructure. And with average CRO tenure under 18 months, the pressure to deliver now often overshadows foundational work.

Bridging this disconnect requires shared language, mutual respect, and metrics that resonate across functions. Cross-training is one of the most effective ways to build that understanding.

People > Processes > Systems

At the heart of strong RevOps lies trust. Strong teams begin by investing in people before turning to tools or workflows. That means creating a culture of psychological safety, shared accountability, and cross-functional respect.

Processes come next. Once the right behaviours and mindsets are in place, teams can define how they work together, test, iterate, and scale. Systems follow to support and automate those processes, not the other way around.

Technology is an enabler, but human dynamics are what actually move the needle. Tools like Vasco help reinforce that by making accountability visible—not by pointing fingers, but by showing who needs support, when, and why.

The five roles of RevOps

As companies grow, so do the needs inside their RevOps function. What starts as a single operations hire often evolves into five distinct disciplines:

Hiring for all five in-house is rarely feasible early on. That’s why a hybrid model (one internal operator supported by fractional experts) makes sense for most scale-ups. The key is clarity on what to outsource vs. build internally.

GTM and RevOps engineers: an emerging tandem

As the velocity of go-to-market execution increases, a new collaboration is taking shape. GTM engineers test and launch fast, often using AI-driven tools like Clay to activate account-based strategies in days, not weeks. They focus on experimentation, iteration, and speed.

RevOps engineers step in to stabilize what works. They validate results, systematize proven motions, and embed repeatability into the CRM and broader GTM infrastructure. Together, they form a feedback loop that turns quick wins into scalable systems.

AI is powerful but still incomplete

Artificial intelligence has accelerated many aspects of RevOps, from data enrichment to outbound personalization. But it still lacks nuance. Contextual judgment, strategic prioritization, and cross-functional interpretation remain deeply human skills.

AI can multiply data points. But insight still depends on interpretation.

Set2Close + Vasco: From insight to execution

The partnership between Set2Close and Vasco helps close the gap between overwhelming data and meaningful action. While AI can surface more signals, teams still need structure, context, and clarity to turn those signals into decisions.

By pairing proven frameworks with clean data and built-in orchestration, this collaboration reduces guesswork and accelerates decision-making, so strategy translates into action, faster and with more confidence.

“Clarity plus control equals certainty of outcome.” — Jordon Rowse