Revenue Operations Should Run Annual Planning

I’ve been a part of organizations where they hand RevOps “the plan” for next year.

“We’re going to generate $21M of new business, from these sources, converted at this clip, into customers that cost us X but are worth Y. Here’s the capacity math. Here’s the ramp-up. Now go deliver!”

How these operational plans dripping in revenue logistical requirements are generated without the involvement of RevOps is beyond the scope of this article. A sign of management that hasn’t worked with revenue operations before or does not fully understand the strategic value we add.

In this article we’re going to propose something even more radical than allowing RevOps to participate in the annual planning process:

Revenue Operations should RUN annual planning!

Builders and Operators of the Revenue Engine

In B2B, building long-term customer relationships is crucial. Revenue planning should consider the customer lifetime value (CLTV) and prioritize strategies that maximize customer retention and recurring revenu…