Operating Model

A defined revenue operating model for structured execution.

Most RevOps teams run initiatives. Few operate from a coherent model. This framework defines capability domains, sequencing logic and governance so execution becomes measurable and repeatable.

Designed for Marketing, Sales, Customer Success, Finance and Leadership teams who need structure - not more activity.

See real outcomes Start with a diagnostic

The gap is rarely effort. It’s structure.

What most teams do
  • Improve by department (Marketing projects, Sales initiatives, reporting requests).
  • Run too many changes in parallel without dependency logic.
  • Document standards, then drift back into inconsistency.
What a model enables
  • Capability domains with clear outcomes and ownership.
  • Sequencing that reflects readiness, not urgency.
  • Governance embedded in execution, not in slide decks.
Activity creates motion. Structure creates advancement.
That’s the difference between “doing a lot” and actually maturing a revenue system.

A revenue capability architecture

The model organises execution around revenue capability domains, not departmental activity. Each domain represents a structural component of GTM maturity.

ICP & Market Clarity
Lifecycle & Handoffs
Pipeline Integrity
Revenue Reporting & Metrics
Forecast Governance
GTM Systems & Data Integrity
Pricing & Commercial Standards
Expansion & Retention Mechanics
Why this matters
Capability improvement compounds when it is sequenced deliberately. The model makes dependencies visible, so work follows readiness - not noise.

Workstreams, Stories, Tasks

Work is structured into three layers. This is how capability becomes executable, governable and measurable.

W
Workstreams
Define the capability domain
Workstreams anchor execution to outcome areas (not disconnected projects). They create focus, prevent random fixes, and establish a shared language across GTM.
Example: Forecast governance, pipeline integrity, lifecycle & handoffs
S
Stories
Sequence initiatives with dependency logic
Stories define what must change and why, with success criteria and ordering. This is where maturity becomes deliberate: dashboards follow definitions, automation follows integrity, scale follows clarity.
Example: define lifecycle stages, align SLAs, standardise stage criteria
T
Tasks
Execute with ownership and governance
Tasks convert Stories into actions your team executes in your systems. Ownership is explicit. Dependencies are visible. Progress can be communicated clearly to stakeholders without hand-waving.
Example: field definitions, validation rules, routing updates, reporting standards

Operate with confidence

Revenue roles are often expected to diagnose maturity gaps, prioritise competing initiatives, align stakeholders, and report progress clearly. Without a defined model, decisions become opinion-driven.

What you gain
  • A shared operating language across GTM.
  • Sequencing you can defend with logic.
  • Progress you can report without ambiguity.
  • Standards that hold, not drift.
How it shows up day-to-day
  • Fewer “random fixes”, more structured progression.
  • Clear ownership and visible dependencies.
  • Alignment without bureaucracy.
  • Confidence in conversations with CROs and boards.

RevOps owns the model. The organisation operates within it.

The model is governed by RevOps and applied across Marketing, Sales, Customer Success, Finance and Leadership. Execution is distributed. Visibility is shared. Standards are consistent.

Governance
RevOps defines structure, sequencing and standards.
Execution
Teams execute tasks in their systems with clear ownership.
Visibility
Progress is measurable and communicable at exec and board level.
PROOF

What it looks like when execution is structured

Real outcomes come from repeatable structure, not one-off projects. This is how Workstreams, Stories and Tasks translate into visible progress and decision-ready reporting.

Scoreboard for maturity visibility and prioritisation
Workstream detail for governance, ownership and pace
Stories board for sequencing, dependencies and outcomes
Tasks workspace for execution with visibility and accountability
Book a Diagnostic See the Operating Model
Built for CROs, Heads of RevOps and Founders who want predictable progress without corporate drag.
Stories
Sequencing
Dependencies
Workstreams
Owner
Accountable
Status
RAG
Impact
Measured
Tasks
Assigned
Tracked
Closed
Forecast
Confidence
GTM
Alignment
Data
Integrity
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