What does your revenue operations team org structure look like?

Question

James Darragh · Accepted Answer

We have a centralized ops team at dbt Labs - rolling up to the G&A org. I've worked in both siloed and centralized operations teams in the past and have a strong preference for a centralized structure (i.e. all rev ops functions roll up to one leader vs. marketing ops rolling up to a CMO and sales ops rolling up to a VP of Sales). The rev ops team is broken into specific functional groups (marketing ops, sales ops, CS/Support Ops and Business Systems Engineering). Our functional roles are 'embedded' into their respective teams (e.g. our marketing ops lead is part of our marketing leadership group and our VP of marketing takes part in quarterly reviews for that role). So although marketing ops does not roll up to the marketing department, most of his day-to-day work and stakeholders are on that team. This centralization allows for several benefits:

* Unbiased decision making and reporting - ops can remain truly objective when not rolling up to a department lead
 * Less duplicative work - there is a lot of overlap between rev ops projects so this allows for better project management and coordination of our technical resources
 * Better communication within the ops team - we aren’t getting conflicting asks from different leaders and are able to work more collaboratively with this structure

Saad Farooq · Answer

The Growth Team: responsible for the expansion and bringing second-order revenue. Includes Sales & Business Development.

The Success team: responsible for managing customer lifecycle, relationships, and Churn. Includes CSMs, TAMs, and Onboarding Managers.

The Support teams: provide support for customers and internal tooling and operational support to the entire org. Includes Tech Support, Customer Service, Operations & Data Analysts, and PMs.

These are the three pillars under the broader RevOps umbrella in our org. You can have enablement bucketed under your Support team or have them live separately, but is also an important piece of the puzzle.

Won Choi · Answer

The sales ops team is organized by a "Global" team and a "Regional" team. We have three global teams: 1. sales strategy & planning, 2. sales analytics & insights, and 3. sales process & tools. There are two teams within the regional team covering EMEA, NAMER, and APAC. I'll go into more detail on each team.

* Sales strategy & planning team: Responsible for org/role design, market segmentation, TAM analysis, headcount and productivity analysis, quota planning, sales comp plan designs, etc.
 * Sales analytics & insights team: Responsible for managing and building data foundations, building dashboards & reports, and analyzing trends and health of the business to help drive decisions.
 * Sales process & tools team: Responsible for defining sales processes, rules of engagement, and sales methodologies. Manages and builds a strategy for sales tools, gathers systems requirements from stakeholders, and collaborates with business systems teams to roll out system updates.
 * Regional operations team: Responsible for supporting sales leaders and sellers in each region. Helps with headcount planning, territory planning, account planning, forecasting, reporting, regional strategy, etc.

Lindsay Rothlisberger · Answer

The Revenue Operations team at Zapier consists of four sub-teams focused on making sure that Zapier prospects and customers receive a seamless experience across marketing, sales and customer success interactions.

To be more specific, we work to improve the effectiveness and efficiency of go-to-market programs with technology (like our email platforms and CRM tools), data (like sales forecasting and reporting) and process (like lead and deal management). We identify, implement, and manage GTM tooling, we bridge data and system gaps, and we deliver insights to inform strategic decision-making for GTM leadership.

We have four small teams:

Operations: They are the automation heroes behind all GTM programs. Operations is the team that builds and maintains the Marketing, Sales and CS workflows and processes in our CRM tools.

Tooling and Technology: The systems experts who develop technical solutions in partnership with data and engineering teams. They implement the underlying tools and system improvements that drive alignment between GTM stakeholders (marketing, sales, and success.)

Planning and Analytics: This team enables GTM leaders to focus on the teams and tactics that need attention to hit revenue goals. This includes highlighting trends through analysis and feedback loops, areas of misalignment, and opportunities to explore.

Sales and Success Enablement: They develop structured onboarding and coaching programs for customer-facing teams plus evaluate and optimize the sales process.

Related Ask Me Anything Sessions

HubSpot SVP, Revenue Operations (RevOps), Sid Kumar on Establishing the Revenue Ops Function

Zapier Director, Revenue Operations, Lindsay Rothlisberger on Establishing the Revenue Ops Function

Clockwise Head of Revenue Operations, Ana Rottaroon Establishing the Revenue Ops Function

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