The Revenue Operations Manual: How to Build a High-Growth, Predictable and Scalable Business

  • 5h
  • Laura Adint, Sean Lane
  • Kogan Page
  • 2024

Growing a business is a team sport, and Revenue Operations - the number 1 fastest-growing job on LinkedIn - is how you can deliver that growth. Learn how to bring revenue-generating teams, business context, and technology together to build a high-achieving, predictable and scalable revenue machine.

The Revenue Operations Manual takes you through every aspect of this evolving function, whether that's understanding what exactly it is, or how to effectively build your team, technology and partnerships to ensure your go-to-market strategies support business goals and revenue growth.

Using case studies, examples of best practices (and of what not to do), this book offers expertise and interviews from world-class operators and provides a blueprint on the mindset required to build and scale this critical business function. Understand the value that Revenue Operations can bring to your business, the right time to invest in it, and how to maximize the outcomes this team can drive.

About the Author

Sean Lane is a Founding Partner at BeaconGTM, host of the "Operations with Sean Lane" podcast, and is based in Boston, Massachusetts. He has spent more than a decade building Revenue Operations teams at fast-growing B2B software companies, including Drift and Upserve.

Laura Adint is currently a partner and operations executive for a financial services company in Los Gatos, Califronia. With over 25 years of experience, her prior roles included Vice President of Field Operations at Drift, and Vice President of Sales and Services Operations at Adaptive Insights (a Workday company).

In this Book

  • List of Abbreviations
  • Foreword
  • Introduction: The Revenue Operations Mindset
  • When is it Time to Invest in RevOps?
  • Know Your Numbers
  • Know What Your Company Sells
  • The Importance of Operating Rhythms: The Routines, Meetings, and Cadences to Help You Hit Your Numbers
  • Designing and Instrumenting the Customer Journey
  • The Building Blocks of the Modern Tech Stack
  • How to Make Internal Changes that Actually Stick
  • The Art and Science of Forecasting
  • Annual Planning and the Art of the “Fiscal Year Flip”
  • Why Variable Compensation Design is Key to Incentivizing the Right Behavior
  • Goal Setting in RevOps
  • Data, Data, and More Data: The Evolution from Reporting to Insight to Prediction
  • What Happens When Things Break: How to Look Around Corners and Plan for Your Own Mistakes
  • Strategic Partner vs. Support Function: The Choice is Yours
  • Go Beyond Sales: The Importance of Cross-Functional Relationships
  • Get Your Partners Involved: Make Sure You Have Them “Crack an Egg”
  • Designing Your Processes with the End User in Mind
  • Blurred Lines: Where Does Training and Enablement Fit With a Revenue Operations Team?
  • Staffing Your Team: What Makes a Good Revenue Operator?
  • Choosing the Right Organizational Structure
  • Management Philosophies: It’s All About the People, Silly
  • Speed Isn’t Always the Answer: Slow is Smooth, Smooth is Fast
  • Managing Expectations and Priorities: How to Say No
  • Get Outside of Your Four Walls: The Importance of Seeking Out Role Models
  • Perfection is an Illusion: Instilling the “Better, Better, Never Done” Mentality
  • Online Resources
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