All pages
ACQUIRE · new customers
Inbound
Marketing
↗
Outbound
Sales Development
↗
Partner
Partnerships
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Product-led
Product
↗
Qualify
one definition,
any source
↗
Sell
Sales · discovery to signature
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RETAIN AND GROW · existing customers
Onboard
Implementation · signature to first value
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Keep and grow
Customer Success · adoption, renewal, expansion
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Revenue Operations    stage definitions · routing and handoffs · systems and data · plan (quota, territory, capacity, comp) · forecast · operating cadence
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sales-assist
opportunity
closed-won
live
expansion re-enters as a new opportunity
self-serve · converts without Sales

What the function owns and what each part produces. The test for whether a decision belongs here is on the diagram.

GTM Operating Model › Revenue Operations
What Revenue Operations owns
The test for whether a decision belongs here: does it change a stage definition, a routing rule, a forecast category, a plan input, or a number the executive team looks at? If yes, Revenue Operations owns it. If it only changes how one team executes, that team does.
Stage definitions

Owns what a lead, MQL, SQL, opportunity stage, and customer state mean; the exit criteria for each; when an opportunity is created and when it counts as pipeline.

Produces one definitions document every team and every report uses.
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Routing and handoffs

Owns who gets a lead and how fast; account ownership and territory assignment; what moves at each handoff (SDR to AE, Sales to Implementation, Implementation to CS); attribution rules.

Produces routing logic, SLAs, and credit rules nobody argues about.
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Systems and data

Owns the CRM and the stack around it; the data model; integrations; which fields are required and when; the warehouse and reporting layer; where AI agents sit.

Produces one source of truth, and reports that tie to each other.
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Plan

Owns the annual sequence: segmentation, capacity model, territory design, quota, compensation. Hiring plan with Finance. Mid-year adjustments.

Produces targets the team can hit and a comp plan that pays for the right behavior.
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Forecast

Owns forecast categories and their definitions; the roll-up; the reconciliation of rep commit, stage-weighted pipeline, and top-down capacity; the accuracy scorecard.

Produces one number the CFO and the CRO both sign.
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Operating cadence

Owns the weekly, monthly, quarterly, and annual rhythm; what each meeting reviews, who attends, what it decides; the scorecard they all read from.

Produces decisions made on time, with a record of what changed and why.
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Works alongside  Sales Enablement (ramp, playbooks, training) · Deal Desk (pricing approvals, non-standard terms) · Finance (targets, bookings to revenue, comp accruals) · Product (packaging, usage data, roadmap intake)
REFERENCE · the rules the six areas run on
Metrics definitions
every reported number: formula, grain, source, owner, meeting
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Data model
the objects, how they relate, which system owns each field
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Attribution
who gets sourced and influenced credit, and what each decides
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AI agents
where agents sit, what they may write, how they are switched off
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Boxes marked ↗ open the page for that part of the model.

How to read this

  • Six areas: stage definitions, routing and handoffs, systems and data, plan, forecast and operating cadence.
  • Each one produces a specific artifact the rest of the company uses: a definitions document, routing logic, one source of truth, a locked plan, one forecast number, decisions on record.
  • Enablement, Deal Desk, Finance and Product work alongside RevOps but are not inside it.

Where it connects

Diagram source: 05-revops-overview.drawio 05-revops-overview.svg