Table of Contents

RevOps Leadership Competencies

Key Responsiblities:

Strategy & Planning
- Includes: org structure; sales productivity & process optimization; cross-functional collaboration, capacity, budgeting, policies/rules of engagement
Analytics & Forecasting
- Also includes: Revenue intelligence, reporting, dashboards; KPIs/metrics
Systems & Data
Comp & Quota
- Also includes: rewards & recognition
Territory
Deal Desk (may report directly to Finance or Legal)

Additional Responsibilities:

Sales Enablement (may report directly to CRO)
- Includes: onboarding; ongoing training; SKO; sales communications
Sales Development (may report directly to CRO or CMO)
Sales Engineering (may report directly to CRO)
Customer Success Operations (may report directly to CCO)
Marketing Ops (may report directly to CMO)
Channel Ops (may report directly to CRO or CMO)

Characteristics:

Talent leadership – hiring, coaching, & performance management
Strategic thinking/problem solving
Communications & interpersonal skills; cross-functional collaboration; change management
Strong analytical skills (Excel required; SQL & Python highly desired; financial acumen desired)
Attention to detail
Project management
Process design & optimization
Entrepreneurial, proactive, self-starter, self-directed
Data-driven decision making
Deep understanding of KPIs
Systems
- CRM (SFDC; Hubspot)
- Marketing Automation (Marketo; SFDC Pardot)
- BI (Looker; Tableau; etc.)
- Automation (Zapier; Workato)
Functional Expertise:
- Sales: forecasting; pipeline analysis; sales process; sales methodologies; territory design; capacity planning; incentive compensation; etc.
- Marketing: lead scoring; lead routing; attribution; campaign management
- Customer Success & Support: onboarding; QBRs; renewal processses

Also see my highly detailed list of RevOps responsibilities here.

RevOps Scaling

Hire #1: Systems admin (esp. CRM focused)
Hire #2: Director who is a Swiss army knife but esp. focused on strategy, process, analytics
Hire #3: Analyst esp focused on regular and ad-hoc reporting
Hires #4-#7 (sequence depends on need)
- Deal desk
- Comp, quota, and territory admin
- Marketing Ops
- CS Ops
Hires 8+: More capacity in areas above. For analysts, incremental hires tend to operate as partners to sales leaders. For example. if CRO has a head of commercial and a head of ENT under them, then you might have a dedicated RevOps person assigned to each of them.

RevOps Staffing Ratios

The following is the ratio of revenue professionals (AE/AM, CSM, & SDR) to revenue operations professionals based on the Insight Partners portfolio as of May 15, 2023.

By ASP	Median Ratio	% with RevOps
Transactional (<$25k)	15.4	76%
Solution ($25K to $75K)	13.1	77%
Consultative (>$75K)	16.0	84%

excludes B2C & C2C companies

By ARR	Median Ratio	% with RevOps
$0 to $10M	11.0	49%
$10M to $20M	12.9	89%
$20M to $50M	15.7	81%
$50M to $100M	15.0	98%
Over $100M	15.4	93%

excludes B2C & C2C companies

The following is the ratio of revenue professionals (AE/AM, CSM, SDR, & Sales Eng.) to revenue operations professionals based on the Cloud 100 as of Jan 16, 2023.

# Total Employees	Median Ratio	Average Ratio
286 to 600	14:1	16:1
601 to 900	27:1	27:1
901 to 1,150	21:1	21:1
1,151 plus	20:1	24:1
Overall	20:1	23:1

The following queries were used to determine counts using LinkedIn Sales Navigator:

AE/AM: (“account executive” OR “account manager” OR “account representative” OR “sales executive” OR “sales manager” OR “sales representative” OR “sales associate” OR “territory manager” OR “strategic account” OR “strategic accounts” OR “partner sales” OR “channel sales” OR “major account” OR “major accounts” OR “account director” OR “sales director” OR “business development” OR “enterprise AE” OR “mid market AE” OR “strategic AE” OR “SMB AE” OR “senior AE” OR “senior AE” OR “AE Team Lead”) AND (NOT(“business development representative” OR enablement OR operations OR technical OR “sales development”))
SDR: SDR OR “sales development” OR BDR OR “business development representative” OR “inbound sales” OR “lead development” OR ldr OR “lead response” OR “market response” OR “account development” OR adr
CSM: (“customer success” OR csm OR “client partner” OR “client engagement” OR “customer engagement” OR “client strategy” OR “technical account manager”) AND (NOT(operations OR enablement))
Revenue Operations: (“sales operations” OR “revenue operations” OR “commercial operations” OR “field operations” OR “sales strategy” OR “revenue strategy” OR “deal desk” OR “salesforce admin” OR “salesforce administrator” OR “salesforce developer” OR “sales analytics” OR “sales compensation”)
Sales Eng.: “sales engineer” OR “sales engineering” OR “solution engineer” OR “solution engineering” OR “solutions engineer” OR “solutions engineering” OR “sales consultant” OR “presales” OR “solutions consultant”

Revenue Operations Compensation

Keep the variable compensation plan for RevOps people simple by fulling aligning the metrics to those of the CRO. Most often, this means just one metric = net ARR increase = new logos – expansion – downgrades – churn
Per Glassdoor in Information Technology as of August 8, 2023: (base/variable split)
RevOps people typically have linear comp plans – i.e. no thresholds on the low end or accelerators on the high end of attainment

Role	New York	Austin	San Francisco
Analyst	$77K (93/7)	$71K (93/7)	$87K (93/7)
Manager	$150K (65/35)	$132K (65/35)	$187K (65/35)
Director	$215K (60/40)	$210K (60/40)	$235K (60/40)
Vice President	$380K (50/50)	$355K (50/50)	$400K (50/50)

Historical as of June 4th, 2022

Analyst: $72K (93/7)
Manager: $131 (65/35)
Director: $233 (60/40)
Vice President: $344 (50/50)

Revenue Operations as a Service

(*) = Recommended

Go Nimbly
LeanSacle (CRM design; GTM analytics; operational advisory)
Operatus (fka Admin Within)
Revcarto (more Marketing Ops – MOps – focused)
(*) RevPartners (possibly Hubspot only)
(*) SalesOps.io
Think RevOps (Catherine Mandungu)
TPG (Josh Winnegrad)
(*) Unicorn Revenue Operations (Austin Bankhead)

Revenue Operations Recruiters