GTM & Hiring

RevOps: Revenue Operations

The function that runs the systems, data and process underpinning the revenue engine.

Definition

Revenue Operations (RevOps) is the cross-functional discipline that owns the systems, data, process and analytics underpinning the revenue function. RevOps sits across sales, marketing and customer success, owning the CRM, the forecast cadence, the comp plan administration, the territory model and the attribution.

Formula

RevOps maturity is qualitative, but RevOps headcount typically ratios to ~1 RevOps per 15-25 quota-carrying revenue heads.

Worked example

A 30-person revenue team (20 AEs, 5 SDRs, 5 CS) typically warrants 1.5-2 RevOps headcount: a Director of RevOps owning strategy, plus a RevOps analyst owning execution and tooling.

Why it matters

Without RevOps, the revenue leader spends their time fighting the CRM rather than running the business. With RevOps, the forecast is reliable, the comp is administered cleanly, the territory model is enforced and the attribution is trustworthy. RevOps maturity is the single best predictor of forecast accuracy.

Common mistakes

Hiring RevOps too late (waiting until the CRM is broken is too late)
Hiring RevOps as an admin role rather than a strategic seat (cripples the function)
Asking RevOps to set strategy without commercial input (creates beautiful systems no one uses)

Related terms

ICP Magic Number Win Rate

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