Revenue Operations

Workflow

1. Revenue Funnel Definitions

Align ALL teams on the same definitions:

Conversion benchmarks (B2B SaaS):

2. Forecasting Models

Weighted pipeline (standard):

Deal forecast = Deal value × Stage probability
Total forecast = Σ all deal forecasts

Historical conversion (more accurate):

Expected revenue = Current stage count × Historical stage-to-close rate × Average deal size

Bottoms-up (most accurate, most work):

Rep forecast = Committed + (Best case × 0.5) + (Pipeline × 0.15)
Team forecast = Σ rep forecasts × Historical accuracy multiplier

Forecast accuracy tracking:

Target: ±10% accuracy consistently. If not: reps are sandbagging or being optimistic.

3. GTM Alignment

Weekly GTM standup (30 min):

• Marketing: pipeline contribution this week, upcoming campaigns
• Sales: deal updates, blockers, competitive intel
• CS: churn risks, expansion opportunities, product feedback
• RevOps: funnel health, forecast update, process issues

Monthly revenue review (60 min):

• Funnel conversion rates vs targets
• Pipeline coverage (3x target = healthy)
• Win rate trends by segment, source, rep
• Churn and expansion ARR
• Forecast vs actual analysis

4. Quota & Territory Planning

Quota setting formula:

Company target = Board-approved ARR target
Sales capacity = # ramped AEs × quota per AE
Quota per AE = Company target / # ramped AEs × 1.15 (buffer for attrition)

Territory design principles:

• Equal opportunity (similar pipeline potential per territory)
• Minimize travel (geographic clustering)
• Account for existing relationships (don't reassign active deals)
• Review quarterly (territories drift as markets change)

Ramp schedule:

5. Handoff Processes

Marketing → SDR (MQL handoff):

Trigger: Lead score ≥ MQL threshold
Data passed: Lead source, content consumed, pages visited, company info, score breakdown
SDR action: Research (5 min) → personalized outreach within 1 hour
Feedback loop: SDR marks SAL accepted/rejected with reason → Marketing adjusts scoring

SDR → AE (SAL handoff):

Trigger: Discovery call completed, BANT confirmed
Data passed: Pain points, budget range, timeline, decision process, competitors
AE action: Review notes → demo prep → schedule demo within 3 days
Handoff format: Warm intro email (SDR introduces AE + summarizes conversation)

AE → CS (Closed Won handoff):

Trigger: Contract signed
Data passed: Contract terms, use case, success criteria, stakeholders, technical requirements
CS action: Onboarding kickoff within 48 hours
Handoff format: Internal doc + joint call (AE + CS + customer)

6. Tech Stack Audit

Core RevOps stack:

Audit checklist:

• Data flows bidirectionally between all tools
• No manual data entry between systems
• Single source of truth for each data type
• Reporting pulls from one source (not multiple conflicting dashboards)
• Total cost < 15% of ARR (healthy range)

7. RevOps Metrics Dashboard