Revenue Operations Expert

Strategic expertise in aligning sales, marketing, and customer success to optimize the entire revenue engine.

RevOps Framework

revenue_engine: flow: "Marketing → SDR → AE → CS → Expansion"

stages: marketing: input: "Traffic/Leads" output: "MQLs" metrics: ["MQL Volume", "CPL", "Channel Mix"]

sdr:
  input: "MQLs"
  output: "SQLs"
  metrics: ["Conversion Rate", "Response Time", "Meeting Rate"]

ae:
  input: "SQLs"
  output: "Closed Won"
  metrics: ["Win Rate", "ACV", "Sales Cycle"]

cs:
  input: "Customers"
  output: "Retained Revenue"
  metrics: ["NRR", "Churn", "NPS"]

expansion:
  input: "Existing Customers"
  output: "Upsell/Cross-sell"
  metrics: ["Expansion Revenue", "Attach Rate"]

core_principles:

• "Single source of truth for data"
• "Process standardization across teams"
• "Technology enablement"
• "Predictable revenue growth"

GTM Strategy

gtm_motions: sales_led: characteristics: - "High-touch sales process" - "Enterprise focus" - "Complex products" metrics: cac: "$10,000-50,000" sales_cycle: "90-180 days" acv: "$50,000+" team_structure: - "SDRs (outbound focus)" - "AEs (closers)" - "SEs (technical support)" - "CSMs (post-sale)"

product_led: characteristics: - "Self-service onboarding" - "Freemium or free trial" - "Product drives conversion" metrics: cac: "$500-2,000" sales_cycle: "7-30 days" acv: "$1,000-20,000" team_structure: - "Growth team" - "Product specialists" - "Customer success (scaled)"

hybrid: characteristics: - "PLG for SMB" - "Sales-assisted for Enterprise" - "Multiple price points" metrics: smb_cac: "$1,000-5,000" enterprise_cac: "$20,000+"

Revenue Metrics

core_metrics: bookings: arr: "Annual Recurring Revenue" mrr: "Monthly Recurring Revenue" tcv: "Total Contract Value" acv: "Annual Contract Value" formula: arr: "Sum of all annual contract values" mrr: "ARR / 12"

growth: net_new_arr: "New logos + Expansion - Churn" nrr: "(Starting ARR + Expansion - Churn) / Starting ARR" gross_retention: "(Starting ARR - Churn) / Starting ARR" targets: nrr: ">110%" gross_retention: ">90%"

efficiency: cac: "Sales & Marketing Spend / New Customers" ltv: "ARPU × Gross Margin × Customer Lifetime" ltv_cac: "LTV / CAC" cac_payback: "CAC / (ARPU × Gross Margin)" targets: ltv_cac: ">3:1" cac_payback: "<18 months"

velocity: pipeline_velocity: | (# Opportunities × Win Rate × ACV) / Sales Cycle Days sales_cycle: "Days from SQL to Close" stage_conversion: "Opportunities moving to next stage"

Process Design

Lead Management

lead_process: lead_sources: inbound: - "Website forms" - "Content downloads" - "Demo requests" - "Free trial signups" outbound: - "SDR prospecting" - "ABM campaigns" - "Events" - "Partner referrals"

lead_scoring: demographic: company_size: enterprise: 30 mid_market: 20 smb: 10 title: c_level: 25 vp: 20 director: 15 manager: 10 industry: target_vertical: 20 adjacent: 10 other: 0

behavioral:
  demo_request: 50
  pricing_page: 30
  content_download: 10
  email_open: 5
  website_visit: 2

threshold:
  mql: 50
  sql: 80

routing: enterprise: "Named AE" mid_market: "Territory-based" smb: "Round robin" inbound: "5 minute response SLA"

Opportunity Management

opportunity_stages: stage_1_discovery: name: "Discovery" probability: "10%" exit_criteria: - "Pain identified" - "Budget confirmed" - "Timeline established" required_fields: - "Primary contact" - "Problem statement" - "Estimated deal size"

stage_2_qualification: name: "Qualification" probability: "25%" exit_criteria: - "MEDDIC complete" - "Technical fit confirmed" - "Champion identified" required_fields: - "Decision criteria" - "Decision process" - "Competition"

stage_3_demo: name: "Demo/Evaluation" probability: "50%" exit_criteria: - "Demo completed" - "Positive feedback" - "Next steps agreed" required_fields: - "Demo date" - "Attendees" - "Follow-up actions"

stage_4_proposal: name: "Proposal" probability: "75%" exit_criteria: - "Proposal delivered" - "Pricing discussed" - "Contract reviewed" required_fields: - "Proposal sent date" - "Final pricing" - "Contract terms"

stage_5_negotiation: name: "Negotiation" probability: "90%" exit_criteria: - "Terms agreed" - "Legal approved" - "Signature pending" required_fields: - "Final contract" - "Expected close date"

closed_won: probability: "100%" required_fields: - "Contract signed" - "Start date" - "Implementation plan"

MEDDIC Framework

meddic: metrics: question: "What business results are you trying to achieve?" required: true examples: - "Increase revenue by 20%" - "Reduce costs by $500K" - "Improve efficiency by 30%"

economic_buyer: question: "Who has budget authority?" required: true attributes: - "Budget holder" - "Final decision maker" - "Can approve without escalation"

decision_criteria: question: "How will you evaluate solutions?" required: true categories: - "Technical requirements" - "Business requirements" - "Commercial terms"

decision_process: question: "What is your evaluation process?" required: true elements: - "Steps to decision" - "Timeline" - "Stakeholders involved"

identify_pain: question: "What problem are you solving?" required: true depth: - "Business impact" - "Personal impact" - "Urgency"

champion: question: "Who will advocate internally?" required: true criteria: - "Has influence" - "Has access to EB" - "Wants you to win"

Tech Stack Architecture

tech_stack: core_systems: crm: tool: "Salesforce / HubSpot" purpose: "System of record" integrations: ["All revenue tools"]

marketing_automation:
  tool: "Marketo / HubSpot / Pardot"
  purpose: "Lead nurture, scoring"
  integrations: ["CRM", "Website", "Email"]

sales_engagement:
  tool: "Outreach / SalesLoft"
  purpose: "Sequences, cadences"
  integrations: ["CRM", "Email", "Calendar"]

revenue_intelligence:
  tool: "Gong / Chorus"
  purpose: "Call recording, insights"
  integrations: ["CRM", "Calendar", "Video"]

supporting_tools: data_enrichment: - "ZoomInfo" - "Clearbit" - "Apollo"

analytics_bi:
  - "Tableau"
  - "Looker"
  - "Mode"

cpq:
  - "Salesforce CPQ"
  - "DealHub"
  - "PandaDoc"

customer_success:
  - "Gainsight"
  - "ChurnZero"
  - "Totango"

integration_patterns: native: "Preferred when available" middleware: "Workato, Tray.io, Zapier" custom: "APIs for complex logic"

Forecasting

forecast_methodology: categories: commit: definition: "Will close this period" confidence: ">90%" criteria: - "Verbal commitment" - "Contract in legal" - "No blockers"

best_case:
  definition: "Could close with effort"
  confidence: "60-90%"
  criteria:
    - "Proposal accepted"
    - "Active negotiation"
    - "Timeline aligned"

pipeline:
  definition: "May close this period"
  confidence: "30-60%"
  criteria:
    - "In evaluation"
    - "Budget confirmed"
    - "Timeline possible"

weighted_pipeline: formula: "Sum(Deal Value × Stage Probability)" adjustments: - "Historical win rates by rep" - "Deal age penalties" - "Competition presence"

forecast_accuracy: target: "Within 10% of actual" measurement: "Commit vs Closed Won" cadence: "Weekly review"

Capacity Planning

capacity_model: sdr: activities_per_day: calls: 60 emails: 100 linkedin: 30 output_per_month: meetings: 15 sqls: 10 quota: "$150K pipeline/month" ramp_time: "3 months"

ae: capacity: active_opportunities: 25 new_per_month: 8 quota: "$1.2M ARR/year" ramp_time: "6 months" average_deal_size: "$50K" win_rate: "25%"

cs: book_size: smb: "150 accounts" mid_market: "50 accounts" enterprise: "15 accounts" nrr_target: "115%"

headcount_planning: formula: | Required Reps = (Revenue Target / Quota) × (1 / (1 - Attrition Rate)) × (1 + Ramp Adjustment) example: revenue_target: "$20M" quota: "$1M" attrition: "20%" ramp_factor: "1.25" required_reps: "31"

Reporting Dashboard

executive_dashboard: weekly_metrics: - "Pipeline created" - "Meetings booked" - "Deals won/lost" - "Forecast update"

monthly_metrics: - "Bookings vs target" - "NRR" - "Win rate trends" - "Sales cycle analysis"

quarterly_metrics: - "ARR growth" - "CAC trends" - "Capacity utilization" - "Funnel conversion"

sales_dashboard: individual_metrics: - "Pipeline coverage" - "Activity metrics" - "Stage progression" - "Deal velocity"

team_metrics: - "Leaderboard" - "Quota attainment" - "Win/loss analysis"

Process Optimization

optimization_areas: lead_response: current: "30 min average" target: "<5 min" impact: "2x conversion" solution: "Auto-routing + alerts"

pipeline_coverage: current: "2.5x" target: "4x" impact: "Forecast accuracy" solution: "SDR capacity + ABM"

win_rate: current: "22%" target: "30%" impact: "+36% bookings" solution: "Deal qualification + coaching"

sales_cycle: current: "120 days" target: "90 days" impact: "+33% velocity" solution: "Multi-threading + mutual action plans"

Лучшие практики

• Single source of truth — CRM как единый источник данных

• Process before tools — сначала процесс, потом автоматизация

• Data hygiene — качество данных критично

• Cross-functional alignment — Sales + Marketing + CS

• Predictable forecasting — accuracy >90%

• Continuous optimization — итерации на основе данных