From Marine Biology to RevOps: Helena Aryafar's Blueprint for Smarter GTM

What do marine biology, revenue operations, and bloated tech stacks have in common? According to Helena Aryafar, SVP of Revenue Operations at Interos.ai, a lot more than you think. In this episode of Go-To-Market, host Amy Cook, CMO and co-founder of Fullcast and Helena share some of the biggest challenges facing modern GTM teams today, particularly tooling overload that looks powerful but doesn't actually solve the problem. Helena shares her unconventional journey from fisheries biologist to RevOps leader, and why a scientific mindset gives ops teams a competitive edge. Together, Amy and Helena compare the real-world consequences of fragmented GTM systems, redundant tools, AI hype, and "Frankensteined" workflows that look great in demos but fall apart in practice. You'll hear insights on: How to decide build vs. buy without blowing your budget Why consolidation can increase confusion instead of reducing it The hidden cost of redundant tools—beyond just dollars How to evaluate AI features without falling for shiny-object syndrome Practical frameworks for prioritizing tooling decisions that actually move the needle If you're a RevOps, Sales Ops, Marketing Ops, or GTM leader navigating budget pressure, platform sprawl, and AI promises that sound too good to be true, this episode will be incredibly useful.