Cory Coult: Your RevOps Team Is Building a Product. Are You Treating It Like One?

In this episode of the Go-To-Market Podcast, Fullcast CMO and co-founder Dr. Amy Osmond Cook sits down with Cory Coult, a revenue operations leader at Avalara, to discuss what happens when RevOps teams stop simply managing technology and start building the revenue engine as a product.

Coult has watched RevOps evolve through several eras from running basic operations, to driving productivity, to today's environment where operators are expected to connect increasingly sophisticated technologies, workflows and data into something the entire business can actually use.

And AI is raising the stakes.

Teams can build more than ever before. But every new agent, workflow and application introduces something executives can easily underestimate: someone has to own and maintain it.

Coult argues that RevOps leaders increasingly need to think like product leaders. That means making deliberate tradeoffs among speed, cost and quality, deciding when to build versus buy, and setting realistic expectations about what a first version should accomplish.

His approach is refreshingly practical: start with a C product. The result is a different way of thinking about modern RevOps: The revenue engine itself is the product.

In this episode: Why today's best RevOps operators are connecting technologies into a unified view of the business

Why AI creates an ongoing maintenance and governance burden

How to balance speed, cost and quality

Cory's "C product, B product, A product" approach to innovation

When RevOps teams should build versus buy

How to evaluate enterprise platforms against emerging AI tools