AMA: Cisco Senior Director, Global Virtual Sales Strategy and Operations, Ignacio Castroverde on Revenue Ops KPIs

Establishing a Revenue Operations function in an existing business structure, especially as the first hire in this area, is a significant undertaking, as it would involve not just setting up processes and systems, but also fostering a culture of collaboration and strategic thinking. On the other hand, as the first RevOps hire, you have the unique opportunity to shape the function from the ground up, so my first advice is to approach this role with a strategic and growth mindset, focusing on coll ...Read More

An often-overlooked but crucial KPI for Revenue Operations teams is Customer Success and Engagement Metrics, particularly post-sale. While many RevOps teams are adept at tracking pre-sales metrics like pipeline velocity, lead conversion rates, and sales cycle length, there's a tendency to overlook metrics that gauge customer health and engagement post-purchase. The health of your customer base directly impacts recurring revenue, upsells, and cross-sells. In businesses, especially those with a su ...Read More

When selecting KPIs for Revenue Operations (RevOps), it’s essential to pass each potential metric through the “so what” test, ensuring it aligns with our organisational goals and drives actionable outcomes. One KPI that often sparks debate is pipeline size and while some might find my stance on this a bit controversial, I believe it's critical to look beyond just the size of the pipeline. Focusing solely on the size of the sales pipeline – essentially, the total value of all opportunities at any ...Read More

Entering a new market is inherently uncertain, but I think that by combining a thorough market research, a flexible and iterative approach, local insights, and collaborative goal-setting, you can establish realistic and informed KPIs. Regular reviews and adjustments based on actual performance and market feedback will be key to refining these KPIs over time. Here are some strategies to navigate this uncertainty and set realistic goals, I'll start from the most obvious ones: 1. Market Research an ...Read More

In my perspective, Rev Ops is an overarching framework that covers the entire sales cycle, encompassing everything from lead generation to customer retention and expansion. Within this framework, Demand Generation is a critical component, specifically focused on the top of the funnel activities. In my view, it's essential to see Demand Generation not as a separate entity but as an integral part of the RevOps strategy, ensuring alignment in objectives and metrics. Revenue Operations (RevOps) Resp ...Read More

Determining the right metrics for Revenue Operations (RevOps) accountability cannot be seen as just a routine task; it's should be a foundational process that can significantly influence the success of the RevOps team and, by extension, the entire organisation. This answer is detailed because getting this process right is absolutely key. The metrics we choose not only reflect the performance of the RevOps team but also directly impact the operational efficiency, revenue growth, and overall strat ...Read More

First and foremost, whatever the OKRs you choose need to check two basic principles in my opinion:1.Alignment with Business Objectives: Each OKR has to be directly tied to the broader goals of the organisation, ensuring that the efforts in RevOps contribute tangibly to the company's overall success. 2.Passing the "So What" Test: The chosen OKRs must be crafted not just to track activities but to generate meaningful outcomes. They should answer the "so what" by demonstrating how each key result i ...Read More

When it comes to selecting KPIs, one of the biggest traps teams can fall into is committing to metrics that fail to pass the crucial "so what" test, don't drive specific actions, or are too vague and not SMART (Specific, Measurable, Achievable, Relevant, Time-bound). These types of KPIs can lead to misdirected efforts, wasted resources, and can be detrimental to the business's overall strategy and growth. Here are some examples of what, in my opinion, can be considered the worst KPIs to focus on ...Read More