Revenue operations, designed as a system.
Most companies assemble revenue operations one urgent fix at a time. We start from a structured capability model, assess against it, design the future state with the people who will run it, and hand over a roadmap your team can execute in Salesforce.
Eighty-six capabilities, twelve areas, one clear picture.
Our sales operations capability model is the backbone of every engagement. Each capability is scored one to four across five dimensions, which turns "how are we doing?" into a heatmap leadership can act on, and a baseline to measure progress against.
Twelve capability areas
- Operating model: strategy & governance
- Commercial deal architecture
- GTM coverage architecture
- Rhythm of business
- Sales planning: quota & incentive design
- Compensation & crediting
- Forecasting & performance management
- Sales process & execution
- CRM & technology operations
- Data, metrics & analytics
- Account & commercial intelligence
- Enablement operating model
Five scoring dimensions
- Process & standardization: is there a consistent process with clear inputs, outputs and SLAs?
- Definitions & data quality: are the definitions trusted and the data stewarded?
- Tools, enablement & adoption: do the tools support the process, and are they used?
- Governance & decision rights: who decides, in which forum, with what compliance?
- Performance management & continuous improvement: do KPIs drive action and a recurring improvement cadence?
Cross-functional interfaces with Finance, IT, Legal, Marketing, Product and Customer Success are mapped alongside, so the design reflects how revenue flows across the company rather than only what Sales Ops owns.
Eight weeks from baseline to roadmap.
Assessment-and-design engagements are fixed scope. A primary lead runs the engagement day to day, with specialists brought in per workstream. Weekly status, bi-weekly steering committee, formal milestone reviews.
- Weeks 1 to 3Discovery & baseline
Establish the current state, confirm priorities, and finalize the delivery plan.
- Stakeholder mapping and interviews across Sales, Sales Ops, IT, Finance and Enablement
- Artifact review: org charts, process docs, tool inventory, reports and dashboards
- Capability scoring, pain points, constraints, quick wins
- Deliverables: current-state readout, baseline inventory, confirmed workplan
- Weeks 4 to 8Future-state design & roadmap
Produce the future-state artifacts and a practical, sequenced plan.
- Workshops per workstream with the people who will own the outcome
- Integrated recommendations across workstreams
- Prioritization into 90-day quick wins and a 6 to 12 month roadmap
- Executive readout and hand-over
- BeyondBuild, roll out, operate
Implement the roadmap in sprints and keep the operating model healthy.
- Salesforce configuration, integrations, reporting, reviewed in a sandbox every one to two weeks
- Role-based training and admin hand-over
- Admin-on-demand and quarterly capability reviews
What each workstream covers.
- Workstream 1Target operating model
Current structure and pain points; ideal operating model; capability areas mapped to teams; roles, responsibilities and interfaces across GTM; governance and decision rights (territory changes, quota exceptions, forecast overrides, crediting disputes); operating cadence; intake and prioritization for Sales Ops requests.
- Workstream 2Sales process, planning & rhythm of business
Sales process and stage definitions for forecasting consistency; sales-to-implementation hand-off; quota-setting inputs, approvals and Finance/Comp hand-offs; RoB forums and cadences; a published calendar with milestone ownership and cross-functional dependencies; QBR templates and facilitation guide.
- Workstream 3CRM & technology strategy
Salesforce configuration assessment, territories, role hierarchy, account and opportunity teams, forecasting, data architecture, account hierarchy, sold-to/ship-to; licensing and contract review; incentive-compensation platform assessment; prioritized backlog by level of effort and time-to-value.
- Workstream 4Metrics & analytics strategy
Data domain ownership; KPI hierarchy and core metric definitions; gaps in quality, ownership and reporting; source-of-truth definitions and hygiene governance; dashboard blueprint and reporting roadmap; attainment reporting requirements.
- Workstream 5Enablement operating model
Current enablement model, channels and content governance; centralized, federated or hybrid structure and intake; coverage, competency and effectiveness KPIs; adoption KPIs such as forecast-submission compliance and stage hygiene; calendar aligned to the rhythm of business.
Artifacts your team keeps and works from.
- Current-state assessment readout
- Baseline inventory pack with gap annotations
- Capability heatmap and scoring
- Target operating model
- Capability model & RACI
- Governance & decision-rights framework
- Rhythm-of-business framework and dependency map
- Sales planning milestone map and RoB calendar
- QBR templates and facilitation guide
- Tool strategy, including licensing optimization
- Prioritized improvement backlog
- Consolidated 90-day / 6 to 12 month roadmap
Sales operations redesign for a $2B medical technology company.
The situation
A global medtech company selling through a POD-based coverage model had outgrown its commercial operating model. Salesforce reflected years of fragmented strategy and governance: inconsistent feature use, limited standardization in account management, overlapping tools and unclear ownership. There was no Sales Ops charter, quote approvals took weeks, and territory changes happened without a governed process.
What we did
An eight-week Sales Operations assessment and future-state design across all five workstreams. We interviewed stakeholders across Sales, Sales Ops, IT, Finance and Enablement, reviewed the artifact base, and scored the organization against our 86-capability model to produce a shared, evidence-based heatmap. From that baseline we designed the target operating model, including a Center of Excellence and governance structure for ongoing Salesforce ownership, the rhythm-of-business forums, calendar and QBR templates, the quota-setting process, and a Salesforce and incentive-compensation platform strategy with licensing optimization and a prioritized improvement backlog.
What they left with
A scored capability baseline leadership agreed on, a Sales Ops charter with explicit decision rights, an integrated roadmap sequenced into 90-day quick wins and a 6 to 12 month plan, and a set of artifacts, capability model and RACI, governance framework, RoB calendar, tool strategy, that the team now runs the function from.
- Medical technology · ~$2BSales operations transformation
Ten-month engagement: target operating model with CoE and governance, planning calendar and QBR cadence, Salesforce and incentive-comp tool strategy with licensing optimization, metrics and analytics strategy, enablement operating model.
- Large nonprofit health systemSalesforce CRM & Marketing Cloud, built from scratch
New org with consent and privacy management at the core, sized for 3M+ patients across five business units. In the first 12 months: 80+ campaigns, 10M+ emails, bounce rate down 60%, engagement up 30% with Einstein send-time optimization, and a 7% increase in patient population.
- Global enterprise software companyExperience Cloud customer community
Modern, responsive customer portal for 200K+ external users, with a reputation-based leaderboard that lifted community engagement.
Companies whose Salesforce no longer matches how they sell.
- Sales organizations on Salesforce, often after rapid growth, M&A or a new go-to-market model.
- Leaders who inherited a rhythm of business and a CRM they didn't design.
- Sales Ops or RevOps teams that need a charter, an operating model and a roadmap they can defend.
- Healthcare, technology and nonprofit organizations, where we have the deepest experience.
Fixed scope for design. Predictable rates for the rest.
Assessment and design engagements are quoted as fixed-scope projects after a short scoping call. Implementation and ongoing operations are scoped and priced per engagement, with retained-support options for teams that want us on hand after roll-out. Nonprofits receive discounted rates.
Let's look at your revenue process.
A free 30-minute call: we'll ask about your funnel and rhythm of business, look at your Salesforce setup, and tell you where we'd start.