Morgan Forsythe
Phoenix,MD
Summary
Director of Revenue Operations SaaS SMB Revenue Operations | GTM Strategy | Data Analysis
Revenue operations change agent and go-to-market systems leader with 10+ years of experience driving scalable revenue growth and streamlining business processes with tech-driven solutions, as well as building high-achieving teams. Strong background in financial analysis, budgeting and forecasting. Well-versed in continuous improvement strategies through analytical decision- making. Highly collaborative leader who empowers employees and teams.
Overview
11
11
years of professional experience
1
1
Certification
Work History
DIRECTOR OF REVENUE OPERATIONS
Vendasta
03.2023 - Current
- Broadly acquired by Vendasta. Role expanded to include leading Revenue Operations for all segments of Vendasta as well as three different acquired brands (including Broadly) with direct revenue with over $80 ARR.
- Worked closely with GTM leadership to enhance processes and establish operational best practices throughout customer journey.
- Responsible for supporting sales, marketing, and customer success systems, reporting, planning, and strategy.
- Formulated revenue metrics and established operating cadence to identify opportunities for growth.
- Drove growth using data-driven metrics, OKR’s and demand generation best practices
- Built dashboards for revenue intelligence and insights across entire funnel
- Led systems migrations efforts, including roadmap and strategy
- Spearheaded bottom up revenue forecast and plan.
- Led and managed team of six, overseeing revenue enablement, data and process optimization, and GTM tools and systems.
DIRECTOR OF REVENUE OPERATIONS
Broadly
08.2021 - 03.2023
- Led team responsible for forecasting, reporting, planning, process, technology, and strategy for GTM functions. Report to CEO.
- Built high-performing revenue operations team from scratch to include data analytics, marketing operations, sales operations, CS operations, and business systems.
- Managed pipeline by setting goals, and measuring, tracking, reporting, and monitoring attainment and conversion metrics by department and segment. Own all systems and database health with SFDC as central hub.
- Streamlined sales process by optimizing and automating lead distribution and creating inbound/outbound lead scores; prioritized leads, scheduled distribution, and improved outbound campaign metrics.
- Increased retention rate by 25% in 2020/2021 (forecasting 30% in 2022) by analyzing data segments, including verticals, and focusing sales efforts on integrated customers.
- Improved demo’s set and held rate by 21% by implementing Chili Piper.
- Aligned Marketing, Sales, BD, Customer Success, and Finance driving full-funnel accountability by tracking pipeline goals, optimizing strategy, and communicating insights at weekly GTM and monthly data meetings.
- Coordinated planning cycles, including quota-setting, territory design, budgets, and compensation and commission plan design
- Support business strategy and decision-making, providing key business data and insights for board meetings/members.
- Integral in investor relations and fundraising, compiling robust data, leading audits, and building investor decks.
- Maintain growth model and map to financial model establishing bottom-up sales goals and calibrating them to reflect territory, data-driven quotas, and compensation plan.
- Establish and benchmark monthly/quarterly/annual KPI targets spanning ACV, ARR, NRR, funnel conversion rates, demo rates, MQL/SQL conversion rates, email metrics, retention, CLV, win-back, and cross/up-sell metrics.
SENIOR DATA ANALYTICS MANAGER - REVENUE OPERATIONS
Broadly
07.2019 - 08.2021
- Hired to build a BI and data analytics strategy, role transitioned into Revenue Operations after making multiple improvements in GTM operations.
- Built and maintained dashboards and reports using SQL and Tableau.
- Directed development of metrics, analysis, data warehousing, and KPIs. Collaborated with executive team, Sales, BD, Marketing, Product, and Customer Success.
- Created a prospect-facing marketing tool that demonstrated metrics using Broadly and quantified product value; provided Sales with clear value-driven data to pitch to prospects.
- Implemented SaaS metrics, KPIs, and indicators to improve pipeline health and initiate sales/marketing/CS improvements; started process to establish sales territories.
- Improved data integrity/accessibility, alignments, and systems to improve rollout and execution of GTM strategy
SENIOR BUSINESS INTELLIGENCE MANAGER
Deluxe Marketing Solutions (DATAMYX)
06.2014 - 05.2019
- Drove short- and long-term business decisions by presenting data insights, analyses, and discoveries in narrative tailored to audience.
- Designed and developed reporting framework, visualizations, data models, and dashboards to measure marketing deliverables. Built and maintained dashboards and reports using SQL, Tableau Desktop, and Tableau Server.
- Reduced report drafting time from 2-3 weeks to 2-3 days by building reporting database that synthesized client data. Achieved full reporting pipeline visibility, utilizing Asana so sales, data, and customer service teams could collaborate.
- Increased revenue by 10-20% per deal by driving strategy through data and client reporting and segmentation.
- Upgraded CRM from Pivotal to Salesforce. Created internal database to use for pipeline reporting and forecasting, and to monitor revenue growth for Executive Team.
- Built and managed Business Intelligence Team responsible for overall design, development, and maintenance of reporting solutions and Business Intelligence for internal and external clients.
- Developed high-quality data visualizations to interpret raw data. Converted raw data, within business context, into actionable insights, and implemented forecasting models to integrate with dashboards and reports.
- *Additional Positions at Deluxe: Business Intelligence Manager (2016 - 2018), Business Intelligence Lead (2014 - 2016), Data Analyst (2013 - 2014)
PORTFOLIO SERVICES MANAGER
Northern Trust
12.2012 - 06.2013
- Promoted twice after initial hire, automated most of Investment Operations Specialist’s processes. Created data and process management team, scaling and guiding team until promotion to Portfolio Services Manager.
- Slashed time-spent validating data by hundreds of hours, saving $150K annually by implementing time tracking and identifying inefficiencies in trader workflow; streamlined data collection and distribution.
- Managed six on Portfolio Services team, and team of two business analysts and two data analysts as Team Leader.
- Discovered and eliminated redundancies in data/processes and analyzed business systems and tools to identify improvements and efficiencies.
- Conducted metrics tracking, reporting, and dashboards for business unit processes to position teams to hit and exceed targets; integration of data validations improved client retention and spend.
- Crafted data validation processes and procedures using macros, SQL, Excel, and MS Access while maintaining data dictionary, data flow, and process flow diagrams.
- Additional Positions: Team Leader, Data/Process Management (2010 - 2012), Investment Operations Specialist (2008 - 2010)
Education
Master of Business Administration in Analytics/Business Intelligence -
Nova Southeastern University
Fort Lauderdale, FLBachelor of Business Administration in Accounting -
University of Pittsburgh
Pittsburgh, PA01.2005
Skills
- Analytics
- CRM Management
- Commission Planning
- Customer Success & Retention
- Data Visualization
- Data Modeling
- Revenue Forecasting/Budgeting
- Pipeline Management
- Process Improvement
- Quota/Territory Design
- Sales Enablement
- Certificate in Investment Performance Measurement
Tech Stack
- Salesforce
- Looker
- Zuora
- Gong
- Chili Piper
- BigQuery
- SQL
- Sigma
- Asana
- Cloudingo
- Customer.io
- Distribution Engine
- Excel (Advanced)
- Google Sheets
- Pardot
- Planhat
- Power BI
- Salesloft
- Sertifi
- Tableau
- Talk Desk
- Ytel
- Zapier
- Hubspot
Certification
- Series 7, Obtained 2012, Expired 2019
- Hubspot Revenue Operations Certification, 2024
- Hubspot Marketing Software Certification, 2024
Timeline
DIRECTOR OF REVENUE OPERATIONS
Vendasta
03.2023 - Current
DIRECTOR OF REVENUE OPERATIONS
Broadly
08.2021 - 03.2023
SENIOR DATA ANALYTICS MANAGER - REVENUE OPERATIONS
Broadly
07.2019 - 08.2021
SENIOR BUSINESS INTELLIGENCE MANAGER
Deluxe Marketing Solutions (DATAMYX)
06.2014 - 05.2019
PORTFOLIO SERVICES MANAGER
Northern Trust
12.2012 - 06.2013
Master of Business Administration in Analytics/Business Intelligence -
Nova Southeastern University
Bachelor of Business Administration in Accounting -
University of Pittsburgh
- Series 7, Obtained 2012, Expired 2019
- Hubspot Revenue Operations Certification, 2024
- Hubspot Marketing Software Certification, 2024
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