AMA: LinkedIn Director of Sales Strategy and Operations (EMEA & LATAM), Eduardo Moreira on Establishing the Revenue Ops Function

My organization is called EMEA & LATAM LTS Sales Strategy and Operations and is part of our broader GTM Ops team. My teams partner with a large sales workforce spanning the entire region, to promote the growth of our talent SaaS business in EMEA & LATAM. To accomplish that, I lead around 25 people, most of which engaged in market coverage (being mapped to sub-regional sales leaders and closely collaborating to provide optimal territories for them to grow our footprint) and a small subset ...Read More

30 days: Focus on setting a clear vision and establishing priorities for the function, even if initially it's just you. Define what good looks like in the touchpoints between RevOps and other teams (e.g. sales, CS, marketing). Assess your tech stack against the ideal state and pinpoint critical gaps that need immediate attention or workarounds. Dive into the CRM and evaluate the existing reporting framework to understand data accuracy and usability. Align your goals with the short-term prioritie ...Read More

In my view, this involves orchestrating a process of 4 steps: (1) understanding the purchase funnel, (2) align on a common taxonomy, (3) define key metrics and CRM activities and (4) create a funnel view reporting. First, work closely with customer-facing teams to gain deep insights into the purchase funnel and the entire acquisition cycle across all channels. This understanding lays the groundwork for developing meaningful and relevant KPIs that reflect the entire customer journey (and potentia ...Read More

The RevOps function is crucial to align sales, marketing, and customer success efforts but where it differs most based on company size is in its roles and responsibilities, and its associated needed skillset. In small companies, RevOps often wear multiple hats, managing a broad array of Go-To-Market (GTM) activities. This includes defining field roles and scopes, setting targets, leading territory assignments, enabling the field, handling deal execution, and identifying customer-facing best prac ...Read More

In my opinion, the best RevOps professionals have in common 3 skill peaks (communication, data-fluent problem-solving and system thinking) and one personal trait: curiosity. Communication: Effective communication is key, including the ability to tailor messages that speak to different audiences and levels while remaining objective and focusing on the "so what" of insights. Data-Fluent Problem-Solving: Proficiency in data preparation, analysis, visualization, and deriving actionable insights to t ...Read More