Rhys Williams, Founder of RevOps agency Domestique, joins the show to talk about one of the most frustrating (and familiar) realities in GTM: executives don’t trust the data. But the real issue? It’s almost never about the dashboard. In this episode, Rhys walks through a practical, systems-level approach to rebuilding trust in data—from strategic alignment to process design and cross-functional buy-in.We cover:<ul><li>Why “I don’t trust the data” rarely means bad reporting</li><li>The foundational role of GTM strategy and lifecycle stages</li><li>How to align MQL definitions across Marketing and Sales</li><li>Tooling traps, reverse-engineered metrics, and the danger of dashboard overload</li><li>How to use operating cadences like the “Demand Council” to drive alignment</li><li>Why RevOps teams must lead with analysis and recommendations—not just data</li></ul>Rhys Williams on LinkedIn:<a href="https://www.linkedin.com/in/rhyswilliamsrevops/" rel="ugc noopener noreferrer" target="_blank"> </a><a href="https://www.linkedin.com/in/rhys-williams-24563617/" rel="ugc noopener noreferrer" target="_blank">https://www.linkedin.com/in/rhys-williams-24563617/</a> Janis on LinkedIn: <a href="https://www.linkedin.com/in/philippstelzer" rel="ugc noopener noreferrer" target="_blank">https://www.linkedin.com/in/philippstelzer</a>    Phillip on LinkedIn: <a href="https://www.linkedin.com/in/janiszech" rel="ugc noopener noreferrer" target="_blank">https://www.linkedin.com/in/janiszech</a>    Weflow: <a href="https://www.getweflow.com" rel="ugc noopener noreferrer" target="_blank">https://www.getweflow.com</a>Chapters:(00:00:00) Intro & Meet Rhys(00:02:08) Why Executives Still Don’t Trust Data in 2025(00:04:16) Strategy → Process → Tools → Data → Enablement(00:07:05) Why MQLs Break Without Shared Definitions(00:10:52) From Business Goals to KPI Trees(00:13:19) Input vs. Output Metrics(00:17:55) Designing Operating Cadences that Actually Use Data(00:21:55) The RevOps Readout: How to Get a Seat at the Table(00:26:35) Leading Through Influence – Even with Executives(00:29:47) Book Recommendations: The 360 Leader, The Daily Stoic

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#81 Why Executives Don’t Trust the Data – with Rhys Williams, Founder & Managing Partner at Domestique

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