Lorena Morales | The Intersection between ABM & RevOps

lorena morales intersection between abm & revops


Lorena explains her strategy around Revenue Operations and how both revenue and sales departments should shift their approach to the funnel. 


Lorena is the head of marketing at Go Nimbly, the first revenue operations consultancy with the goal of driving high-growth companies to increase revenue by 26% through eliminating operational silos. She is a member of the Forbes Communications Council, leadership host of RevGenius, member of the Revenue Collective, and Women in Revenue.



“It should never be about quantity over quality because that approach doesn’t take the buyer experience into account.” 

“Forms and gated content are not customer-focused strategies.” 

“Provide value at every single stage of the funnel.” 

“Revenue operations makes teams more aware of the reality of the buying experience so they can target their approach more precisely with a customer-centric perspective.” 

“The sales team should be more of a trusted advisor who facilitates a purchase when the buyer is ready, while marketing should be involved in every single stage from awareness to advocacy.” 

“The times when marketing was more of a support system are gone. It’s time to think about marketing as a strategic function of the business.” 

Key Points

Common challenges: 

RevOps makes teams more aware of the reality of the buying experience. 

Lack of buy-in from sales 

Personalization at scale