How Do I Build a RevOps Strategy from Scratch?
Align GTM on one revenue goal, standardize data and handoffs, instrument a scorecard, and prove impact with a 90-day pilot—then scale.
Executive Summary
Start with governance, not tools. Create a RevOps charter, map the end-to-end journey and handoffs, define a data contract, and launch a single cross-GTM scorecard. Pilot one high-impact use case for 90 days (e.g., speed-to-lead or stage hygiene) with clear success thresholds and rollback rules. Scale only when quality, speed, and business KPIs hold steady.
Core Building Blocks
90-Day Rollout (From Zero to Working RevOps)
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 — Charter | Form RevOps charter, RACI, and governance cadence | Charter + meeting rhythm | CRO/RevOps Lead | Week 1 |
| 2 — Journey & Handoffs | Map stages, entry/exit criteria, SLAs/SLOs | Journey map + playbooks | GTM Leaders | Weeks 2–3 |
| 3 — Data Contract | Define field dictionary, taxonomies, consent rules | Data contract + ownership | RevOps/Data | Weeks 3–4 |
| 4 — Scorecard | Select KPIs and targets; build dashboard | Single GTM scorecard | Analytics | Week 5 |
| 5 — Pilot | Run a 90-day use case with gates & rollback | Results + promotion decision | RevOps + Channel Owners | Weeks 6–18 |
RevOps Metrics & Benchmarks
| Metric | Formula | Target/Range | Stage | Notes |
|---|---|---|---|---|
| Speed to Lead | First response time | Minutes to hours (within SLO) | Acquisition | By segment/region |
| Stage Hygiene | % opps meeting entry/exit criteria | ≥ 95% | Pipeline | Reduces false pipeline |
| Win Rate | Closed-won ÷ qualified opps | Upward trend | Sales | Compare by segment |
| Pipeline Velocity | (SQLs × Win Rate × ACV) ÷ Cycle time | Upward trend | Sales | Monthly view |
| Forecast Accuracy | |Actual − Forecast| ÷ Forecast | ≤ 10% variance | Exec | By quarter |
| Expansion NRR | (Exp rev Y2 ÷ Y1)×100 | 110–125% | CS | For mature motions |
Frequently Asked Questions
Ideally to the CRO (or CEO in earlier stages) for cross-functional authority and neutral arbitration across GTM teams.
No. Begin with governance, data contracts, and a shared scorecard. Add automation only to standardized, well-measured steps.
Start small—1–3 practitioners covering process, data, and enablement. Expand with scope and complexity.
Use a global data contract with regional overlays for fields, consent, SLAs, and routing. Keep one company scorecard.
Run weekly operating reviews and a monthly strategy council; refresh the roadmap quarterly based on KPI trends.