How to Think Like a Revenue Ecologist

Revenue leaders: Are you thinking like an ecologist?

Quick refresher: an ecologist studies how wildlife interacts with their environment.

On today’s episode, Conner Burt (Co-Founder and President at Lessonly) describes Revenue Operations’ nirvana state as a “healthy wetland.”

Now, if you’re thinking ew gross a swamp with bugs—you’re missing the big picture and how valuable it is to the ecosystem. Plants are improving water quality, food is nourishing the animals, and more.

In the same way, RevOps is under-appreciated. Leaders must adopt a strategic, long-term mindset to understand how decisions impact the entire revenue ecosystem.


“When I say the best RevOps practitioners are thinking like an ecologist, it’s this keen observational lens, thinking not just about the near term thing, but how that impacts everything else.” — Conner Burt

“If my user uses the product in this way with this frequency, I’m X percent more likely to renew. That’s the kind of insight you operationalize across the business.” — Conner Burt

“Customers using your product and software and renewing year over year, that’s the lifeblood of the business. If you don’t have that dialed in, nothing else matters.” — Conner Burt



Meet us here every other week, and we promise to keep it spicy for you. Find Revenue Innovators on Apple Podcasts,Spotify, or our website.

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As Outreach’s Global Innovation Evangelist, I am responsible for conducting thought-provoking research on the sales technology landscape, the future of buying and selling, and the criticality of having a diverse, equitable, and inclusive B2S sales organization. Prior to joining Outreach, I was a principal analyst at Forrester, an adjunct professor of marketing at the University of Chicago’s Booth School of Business, and a chief revenue officer at various global technology companies. I am keynote speaker, podcast host, author and an advisor to many of the world’s leading B2B brands. My work is regularly featured in various academic and commercial publications including, The Journal of Selling, Selling Power, Forbes, Business Insider, The Telegraph, and many more. I currently serve as executive sponsor for Outreach’s Rainbow Employee Resource Group. If I can be of assistance, please don’t hesitate to reach out to me at

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