Guest
Matt Bischoff,
Director of
Sales Enablement at United Site Services
"Revenue Architect"
Episode 1
Architecting Revenue:
Revenue Architect is the podcast for revenue leaders navigating the evolving landscape of sales, RevOps, and revenue management. Each episode features practical strategies, proven frameworks, and real stories from operators who are building and scaling modern revenue engines. Focused on execution and real business impact, the show explores how companies are moving beyond CPQ to holistic revenue management and what that means for deal velocity, forecasting, and margin control.
In this episode, we talk with Matthew Bischoff, Director of Sales Enablement & Revenue Operations with United Site Services. Matthew brings over 30 years of sales and sales leadership experience. He brings strategic insights into how Sales, RevOps, Enablement and technology work together for sales success.
Key takeaways:
- Forecasting Starts with Pipeline Cleanliness
- RevOps Is the Strategic Bridge
- Sales Process Must Reflect Buyer Reality
- Data Builds Trust, People Close Deals
- Sales Leaders Must Understand the Full P&L
Tune in for a candid conversation on leadership, resilience, and the future of finance!
The Forecasting Fix: It All Starts with Pipeline Integrity
Forecasting isn’t a finance function anymore—it’s a business-critical capability. According to Matt, the first step toward better forecasts is simple: clean your pipeline.
“If your opportunity stages aren’t defined and enforced consistently, your forecast is just a guess.”
For CXOs, this means investing in systems and coaching that ensure pipeline hygiene. Shared definitions, consistent stage progression, and rep accountability are non-negotiables for building revenue predictability.
Why RevOps Is the New Command Center
Matt makes a compelling case for RevOps as the strategic bridge between corporate expectations and field execution. At United Site Services, they transformed sales forecasting by bringing data, enablement, and tech together under one function.
“Revenue Operations tells the full story—not just one number. It translates strategy into motion and ensures the field can deliver.”
For leadership teams, this means building RevOps capabilities that don’t just measure performance—but guide it.
Process Discipline = Deal Velocity
Not every deal is the same, but the steps to close most deals often are. Matt emphasized the importance of defining and standardizing these micro-steps to accelerate pipeline movement.
By mapping key behaviors—like follow-ups, stakeholder engagement, and demo completion—teams can spot delays early and reduce sales cycles. This becomes especially powerful when connected to CRM systems like Salesforce.
Own the P&L, Not Just the Pipeline
Great revenue leaders don’t just chase quota—they own the P&L. Matt emphasized that understanding financial performance down to individual line items helped him lead with credibility and build trust with both finance and sales teams.
“If you can’t explain your revenue number and the factors behind it, you’re not ready to lead it.”
This level of fluency ensures strategic alignment between top-line targets and the operational levers that support them.
Don’t Forget: Data Doesn’t Close Deals—People Do
Perhaps the most resonant part of the conversation came in Matt’s reminder that data gets you 98% of the way, but trust closes the deal.
“That last 2% is human. It’s about belief, trust, and the ability to genuinely connect.”
As organizations lean deeper into automation, AI, and analytics, it’s crucial not to lose sight of the human engine behind it all: your people. Enable them, trust them, and they’ll deliver.
Final Thought
In a world flooded with dashboards and metrics, Matt’s message is a powerful one: Get the data right, but never forget the people behind the numbers. Build systems that support execution, processes that reduce friction, and cultures that promote honesty over sandbagging.
If you’re a CXO looking to make revenue a more predictable, scalable engine—this is the episode (and leader) to learn from.
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