Revenue Operations Framework
The critical elements of a world-class Revenue Operations organization
August 31, 2020
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INTRODUCTION
The TOPO Revenue Operations Framework is a standardized methodology for helping go-to-market
(GTM) organizations adopt the strategic, but still nascent, shift towards end-to-end revenue management,
practiced by the world's fastest-growing companies. Revenue Operations is the modern operating model
for driving efficient, predictable revenue by using an interconnected, observable, end-to-end process. The
model is a series of repeatable activities conducted across GTM functions and organized into the
following elements: strategy, process, workflow, data, analysis, and technology.
FRAMEWORK
TOPO's Revenue Operations (RevOps) Framework (see Figure 1), which sorts elements into six categories,
can be used to build or iteratively improve a RevOps operating model:
1. Strategy: Plan that aligns to revenue objectives to organize and mobilize the revenue organization
2. Process: Design, management, and tracking of end-to-end revenue processes
3. Workflow: Manual and automated processes required to create an interconnected revenue
process
4. Data: Data needed to manage and optimize end-to-end revenue processes
5. Analysis: Agreed-upon activities to monitor and measure across the revenue lifecycle
6. Technology: Technology stack required for Revenue Operations execution
