Revenue Ops Architecture

ValuationOps Layer 1

In the GFE Skill System, Revenue Ops is the engine of Growth.

Most companies treat Revenue Ops as a department or a Salesforce admin role. We treat it as a valuation driver. It encompasses the entire lifecycle of revenue generation, from the first touchpoint to the final renewal.

If this layer fails, you burn cash and die. If it succeeds, you command a premium multiple by demonstrating predictable, efficient growth.

Architecture Stats

• Suites: 5
• Flows: 24
• KPIs: 88
• Primary Owner: CRO / Head of Revenue

---

The Suite Architecture

We structure Revenue Ops into 5 distinct suites:

graph TD
    Layer[[Revenue Ops]]
    
    subgraph "Acquisition"
    S1([Lead Gen Suite])
    end
    
    subgraph "Conversion"
    S2([Deal Closing Suite])
    end
    
    subgraph "Retention"
    S3([Customer Success Suite])
    end

    subgraph "Growth"
    S4([Expansion Suite])
    end

    subgraph "Infrastructure"
    S5([Sales Enablement Suite])
    end
    
    Layer --> S1
    Layer --> S2
    Layer --> S3
    Layer --> S4
    Layer --> S5

---

1. Lead Gen Suite (Acquisition)

Focus: Generating high-quality pipeline.

This suite standardizes how you find and attract future customers. It replaces "random acts of marketing" with 12 canonical flows covering all major channels:

• Outbound: Digital Lead Gen, Social Selling, Cold Calling.
• Inbound: Content & SEO, Paid Acquisition, Webinars.
• Account-Based: ABM, Partner Co-Selling.
• Product-Led: PLG and SLG motions.

Key Metric

Net New ARR (coming soon): The primary measure of success for this suite.

---

2. Deal Closing Suite (Conversion)

Focus: Turning pipeline into signed contracts.

This suite standardizes the sales motion to improve win rates and cycle times. It includes 4 key flows:

• Pipeline Management: Forecasting and coverage.
• Deal Desk: CPQ and approvals.
• Negotiation: Contract cycle time reduction.
• Pre-Sales: POC execution.

Key Metric

Win Rate (coming soon): The efficiency of your conversion engine.

---

3. Customer Success Suite (Retention)

Focus: Delivering value and preventing churn.

This suite ensures that the revenue you close stays closed. It includes 4 flows:

• Onboarding: Time-to-value acceleration.
• Health Monitoring: QBRs and health scoring.
• Renewal Management: Proactive renewal execution.
• Churn Save: Reactive winback campaigns.

Key Metric

Logo Churn Rate (coming soon): The leak in the bucket you must plug.

---

4. Expansion Suite (Growth)

Focus: Increasing Net Revenue Retention (NRR).

This suite turns existing customers into your best growth channel. It includes 3 flows:

• Cross-sell/Up-sell: White space analysis.
• Advocacy: NPS and reference recruitment.
• Community: User engagement.

Key Metric

Gross Revenue Retention (coming soon): The baseline of a healthy SaaS business.

---

5. Sales Enablement Suite (Infrastructure)

Focus: Operational excellence.

This suite supports the people who run the engine. It currently focuses on:

• Coaching: Rep performance management and ramp time reduction.

---

The KPI Scorecard

You cannot improve what you do not measure. These are the top "North Star" KPIs for Revenue Ops:

KPI	Why It Matters	Owner
Net New ARR (coming soon)	The raw fuel of valuation.	Head of Growth
Win Rate (coming soon)	Efficiency. Higher win rates mean lower CAC.	Head of Sales
Logo Churn (coming soon)	Sustainability. You can't grow if you're leaking.	Head of CS
Content Conversion (coming soon)	Inbound efficiency.	Head of Marketing

---

Canon Law Connection

This layer is governed by Law 7: Processes Must Map to KPIs Must Map to Valuation.

"ValuationOps rewires execution so that work and valuation are the same conversation. Anything unlinked is organizational drift."

Revenue Ops is not just about "selling stuff." It is about building a predictable machine where every task (e.g., sending an email) links to a process (Outbound), which links to a KPI (Pipeline), which drives Valuation (Revenue Multiple).

---

Traceability Chain

Upstream: Enterprise Value (Revenue Multiple)

Downstream Suites:

• Lead Gen Suite
• Deal Closing Suite
• Customer Success Suite
• Expansion Suite
• Sales Enablement Suite

Key Processes:

• Lead to Cash for B2B SaaS: The orchestration layer that connects these suites.

---

FAQ

Q: Who owns this layer?
A: Typically the CRO (Chief Revenue Officer). In smaller orgs, it's split between Head of Sales and Head of Marketing, which often creates friction.

Q: How does this connect to Cash Flow Ops?
A: Revenue Ops generates the bookings (signed contracts). Cash Flow Ops turns those bookings into cash (collections). The handoff happens at the "Closed Won" stage.

---