Mason McMullin: Broken RevOps Playbook? Here’s How to Fix It
Mason McMullin


Quotas built without capacity data create impossible targets, drive survival behaviors that damage your business, and generate forecasts that mean nothing. Here's why.
B2B sales begins by understanding what B2B actually means, how it connects with the modern buyer, how today's buyer impacts the modern sales cycle, and what tools are helping drive sales.
This isn't a think piece about "the future of sales." These changes already happened. The question is whether your sales org has caught up with the reality your buyers already live in.
The direction is clear: quota management becomes more automated, more integrated, and more governed. The organizations that get ahead of this transition will have competitive advantages in rep retention and forecast accuracy.
If you're navigating early-stage growth, grappling with unachievable targets, or just tired of hearing "triple, double, double" without a real plan—Michelle's here to give it to you straight.
While the world is captivated by AI chatbots, the most significant transformation in artificial intelligence is unfolding at a deeper, architectural level. Learn more.
While AI can mimic intelligence, it cannot reproduce the human judgment and lived experience required to build authority and trust in e-commerce. Matthew Holman explores how to use AI as a powerful lever to foster deeper connections, ensuring that modern tools serve to enhance—rather than replace—the human spirit of commerce.
Community-led growth delivers 1.6x higher sales efficiency. Learn how to measure, scale, and integrate community into your GTM strategy.
Usage-based growth is transforming SaaS revenue operations. Learn how to build the forecasting, planning, and commission infrastructure to succeed.
Ecosystem-led growth is reshaping B2B SaaS GTM strategy. Learn what it is and how to build the RevOps infrastructure to operationalize it.
We are excited to announce that Fullcast has acquired Commissionly!
Bala Balabaskaran didn’t set out to become a founder; he built Fullcast because the tools he needed didn’t exist.
As VP of Go-to-Market Technology and Operations at Salesforce, Bala was charged with aligning sales, support, and service across a massive global organization. But even with world-class systems and teams, the process was fractured: plans made in spreadsheets didn’t translate to execution. Territory changes took weeks. GTM strategies were outdated the moment they were finalized.
So Bala built something better.
With decades of experience at Microsoft, HP, and Salesforce, and multiple patents in enterprise software, Bala knew how to create systems that scale. In 2016, he co-founded Fullcast, a platform that unites planning and execution so RevOps teams can move at the speed of change.