#238: AI has changed RevOps - here's where it failed, and how to fix it (Pasha Irshad)

In this video, I sit down with rev ops expert Pasha and Adem to unpack why revenue is really an architecture problem, not a sales problem. We get into cutting through the AI noise, why your CRM ends up as a record of optimism, and what it actually takes to get sales, marketing, and success working as one unit. We cover: → Why the hardest part of rev ops today is separating what's real from the AI hype → How stacking tools and methodologies on a broken operating system only compounds the mess → Why your CRM fills up with inflated pipeline and deals that advance on optimism → How misaligned incentives pull sales, marketing and success in different directions → The simple cataloging questions most teams still never ask their buyers If you are a founder, rev ops leader or B2B marketer drowning in tools and dashboards but still can't get clean data or a straight answer on which accounts are actually in market. Tune in and learn: → Why revenue is an architecture problem and what that changes about how you build your systems → Where AI genuinely helps in the sales motion and where it just makes better spam → How to spot the difference between real alignment and another meeting that changes nothing → Why marketing was never equipped to decide who's in market, and who should own it instead → Practical, bite size AI use cases that actually move the needle without a 90th operating system \----------------------------------------------------- 🔗 Links + CTAs \----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency \----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ \----------------------------------------------------- Timestamps: 00:00 Cutting Through The AI Noise Without Losing The Plot 00:55 Welcome Back: Rev Ops With Pasha Irshad 02:48 The Hardest Thing About Rev Ops Right Now 06:03 Chasing Tools Versus The Business Fundamentals 07:47 Why Revenue Is An Architecture Problem, Not A Sales Problem 09:33 Rev Ops Full Circle: Back To Commercial Management 14:24 Why Reps Default To Broken Habits Under Pressure 17:14 How Misaligned Incentives Break Sales And Marketing 20:41 Can Rev Ops Actually Fix This Or Just Champion It 32:22 One Source Of Truth That Everyone Muddies 36:12 Who Really Owns Deciding If An Account Is In Market 42:29 What It Takes To Get Back To Human Conversations 49:00 Cool Things Built With Claude Code And AI 52:36 Wrap Up And Thanks S08 E38 - The B2B Playbook #b2b #b2bmarketing #revops #revenueoperations #gotomarket #b2bsaas #gtmengineering #crm #hubspot #demandgeneration