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The CEO's Guide to RevOps
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This week’s research note includes:
GTM Research: The CEO’s Guide to RevOps
Spotlight: Anurag Goel
Event: Better Together Leadership Summit
Research: The CEO’s Guide to RevOps
If you’re a CEO running a B2B company, chances are your sales, marketing, and customer success teams are working hard—but often not in sync.
That’s where Revenue Operations (RevOps) comes in. Think of RevOps as the control center of your entire go-to-market (GTM) strategy.
It’s the team that ensures alignment, drives accountability, and uses data to supercharge your revenue growth. Let's dive into why this matters and how it can transform your business.
Why Should CEO’s Care About RevOps?
RevOps isn’t just a behind-the-scenes function. It’s the linchpin that connects your GTM teams to your business goals. When RevOps is set up strategically, it can help your company:
Reduce customer acquisition costs (CAC) by identifying inefficient processes.
Build a strong, repeatable sales pipeline that delivers consistent results.
Align GTM teams on performance metrics that matter.
In short, RevOps gives you the tools to make better decisions and scale faster.
The Key Goals of RevOps
1. Define Metrics That Matter
You’ve probably seen RevOps teams churn out endless dashboards and reports. But here’s the problem: reporting for the sake of reporting wastes time. Your RevOps team should prioritize metrics that align directly with your GTM goals, such as CAC, pipeline velocity, and segment performance.
2. Create Repeatable Processes
Sales doesn’t close deals in a vacuum. Marketing, sales, and customer success all need to work in lockstep. RevOps has the unique ability to oversee and streamline these workflows, ensuring seamless handoffs between teams. This eliminates inefficiencies like leads “falling through the cracks.”
3. Foster Confidence in Data
If you’ve ever doubted the numbers in your CRM, you’re not alone. Bad data is the enemy of good decisions. A strong RevOps team cleans up the clutter, focusing on the core 30-40 metrics that drive strategic decisions instead of tracking every possible data point.
4. Unite Teams Through Data
Data is the great equalizer. It cuts through opinions and internal politics. RevOps provides your teams with unbiased insights to drive collaboration and accountability.
Driving Accountability and Action
RevOps isn’t just about tracking KPIs—it’s about driving results. Here are a few examples of how RevOps can take action:
Scenario 1: Your pipeline is lagging
RevOps analyzes the situation: Are your ideal customer profiles (ICP) clearly defined? Which channels are underperforming? Are campaigns missing the mark? They then recommend targeted actions to get your pipeline back on track.
Scenario 2: Teams are siloed
RevOps uses data to bring sales, marketing, and customer success together. They provide a single source of truth, helping teams make data-driven decisions rather than working in silos.
Scenario 3: Resource allocation needs to shift
RevOps can quickly identify areas where budget or headcount could be reallocated for better returns—whether that’s cutting low-performing programs or doubling down on a winning strategy.
Elevating RevOps Beyond a Support Role
RevOps isn’t just an internal service team.
When fully empowered, they are crucial in improving customer experience and boosting lifetime value (LTV).
By analyzing customer data holistically, they can:
Identify friction points in the buyer journey.
Optimize post-sale processes.
Drive retention and expansion opportunities.
Some organizations even debate whether RevOps should "carry a bag" (i.e., have direct revenue targets). While that’s still evolving, it underscores their strategic importance in driving growth.
Final Thoughts for CEOs
Revenue Operations is the connective tissue that binds your GTM efforts into a unified system.
If your teams feel misaligned or your growth isn’t meeting expectations, it’s time to take a closer look at RevOps.
Prioritizing data integrity, repeatable processes, and cross-functional collaboration could unlock new levels of efficiency and growth.
Is your RevOps team driving strategic growth—or stuck in reactive mode?
Book a workshop designed for CEOs and their go-to-market teams. In this interactive session, we’ll:
Assess your current RevOps maturity level.
Explore best practices for aligning RevOps with your GTM strategy.
Discuss actionable steps to build repeatable, scalable revenue processes.
Our only requirements are 1) that the CEO must be involved in the process and 2) you must be around $10M+ in revenue.
Limited spots available.
Spotlight: Anurag Goel with Red Hat
Anurag Goel, Global Head of Value Consulting and Realization at Red Hat, shares his insights on the importance of ROI in go-to-market strategies.
In preparation for 2025 GTM planning, Anurag found the GTM Partners' ROI models particularly valuable. These models—featuring frameworks like the five types of ROI and tools to avoid "the muddy middle"—help address a critical challenge: articulating the business impact of investments, particularly in AI.
Citing research from GTM Partners, Anurag notes that around 60% of companies struggle to demonstrate ROI, a figure he believes is likely much higher given the current focus on AI spending.
As ROI remains a key priority for businesses in the coming year, Anurag looks forward to further collaboration and learning opportunities with GTM Partners to enhance Red Hat’s strategic initiatives.
Event: Better Together Virtual Summit (500+ already registered)
Discover the secrets to Go-to-Market success in this two-part virtual series.
Part One is THIS THURSDAY, FEBRUARY 13!
Learn how industry leaders leverage key GTM metrics to drive growth and align teams, and explore the tech stacks powering enterprise efficiency and ROI.
This is a two-part event to be hosted on February 13 and March 13.
Part One (February 13) - Top 5 GTM Metrics used by CXOs
Part Two (March 13)- 6 Enterprise Tech Stacks
Speakers like:
Geoffrey Moore, author of Crossing the Chasm
Jill Rowley, SaaS GTM leader from Salesforce, Eloqua, HubSpot and Marketo
Christopher Lochhead, godfather of category design and one of the authors of Play Bigger
Love,
Bryan and Sangram
