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Revenue Builders Podcast
Streamlining Internal Processes

Streamlining Internal Processes

Revenue Builders vor 1 Jahr

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5:59

In this short segment of the Revenue Builders Podcast, we revisit
the discussion with Shopify's CRO Bobby Morrison. We dive into
the transformational "pod structure" they've adopted to align
cross-functional teams more closely with customer outcomes.
Drawing on lessons from his tenure at Microsoft, Morrison
explains how Shopify’s industry-specific pods streamline
collaboration across sales, solution engineers, marketing, and
customer success—leading to improved speed, accountability, and
customer satisfaction. He also reveals how aligning incentives
within these pods reduces internal friction and creates scalable,
enterprise-grade execution. This episode is packed with strategic
insight for CROs, sales leaders, and go-to-market operators
aiming to drive operational efficiency and growth.

KEY TAKEAWAYS

[00:00:28] Shopify’s shift to 16 industry-specific pods was
designed to bring cross-functional teams closer to the
customer.

[00:01:00] Each pod includes sales, solution engineering, launch
engineers, and partners all aligned around a single
outcome.

[00:02:00] At Microsoft, the team spent 70% of their time on
internal orchestration, highlighting the inefficiency of siloed
roles.

[00:03:00] Shopify’s pod structure includes defined primary and
secondary roles with centralized responsibility and
incentives.

[00:03:49] All roles in a pod are measured against the same
customer cohort, improving continuity and reducing
disruption.

[00:04:12] Morrison explains how aligning marketing with outcomes
(not just MQLs) is helping Shopify eliminate interdepartmental
friction.

[00:05:00] Shopify is close to assigning at-risk compensation to
marketing teams based on segment performance—creating real
ownership.

[00:05:49] The pod model drives faster decisions, stronger
accountability, and less tug-of-war between siloed departments.

QUOTES

[00:01:00] "All aligned around a single outcome, which is helping
our customers win."

[00:02:39] "A sales rep could have as many as 87 different people
they're working with internally to hit their objective."

[00:03:49] "Now the pods are incentivized off of the same
customer cohort."

[00:04:59] "We're very close to assigning at-risk targets to our
marketing team."

[00:05:49] "Less tug-of-war that happens between siloed parts of
the organization that have different KPIs."

Listen to the full conversation through the link
below.

https://revenue-builders.simplecast.com/episodes/ai-driven-sales-innovation-with-bobby-morrison

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Check out John McMahon’s book here:

Amazon Link: https://a.co/d/1K7DDC4

Check out Force Management’s Ascender platform
here:

https://my.ascender.co/Ascender/

Hosted by five-time CRO John McMahon and Force Management
Co-Founder John Kaplan, the Revenue Builders podcast goes behind
the scenes with the sales leaders who have been there, done that,
and seen the results.

This show is brought to you by Force Management. We help
companies improve sales performance, executing their growth
strategy at the point of sale.

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