Getting it right from day one. Why RevOps Needs a Strong Game-plan for Annual planning

Annual planning isn’t just a “nice-to-have” in RevOps; it’s essential to creating predictable growth and aligning your revenue teams. Using a game plan built on the OGSAM framework—Objectives, Goals, Strategies, Actions, and Metrics—here’s how I connect high-level business priorities to specific team actions, ensuring everyone is moving toward the same target.

Objective

Align Sales, Marketing, and Customer Success to hit revenue targets and drive growth predictably.

Goals

• Achieve Company-Wide Alignment: All teams focus on unified revenue goals based on the company’s top priorities.

• Enable Data-Driven Targets: Set achievable revenue targets and KPIs grounded in data, not gut feel.

• Establish Efficient Processes: Implement scalable workflows and automation that support team goals.

Strategy

To achieve these goals, RevOps needs to lead the charge in creating a clear, actionable annual plan. This plan should set up shared targets, define key processes, align budgets with resources, and build in flexibility for changes. Here’s the game plan:

Step Objective Actions Output

1. Define Company Goals Align on top-level objectives and priorities - Meet with leadership to capture primary objectives and OKRs. - Document and share goals with RevOps and revenue teams. - Ensure Sales, Marketing, and Customer Success understand their role in achieving these objectives. A clearly defined list of company priorities and OKRs.

2. Set Data-Driven Targets Set realistic, data-backed targets for each team - Analyze historical data on key metrics (pipeline growth, win rate, churn rate). - Use this data to forecast achievable growth and retention targets. - Align with Sales on quotas, with Marketing on lead targets, and with CS on retention goals. - Create shared KPIs (e.g., pipeline velocity, LTV/CAC) to promote teamwork. Data-driven targets for each team and shared KPIs across departments.

3. Map Out Resources & Budget Ensure resource allocation aligns with goals - Work with team leads to estimate necessary resources (e.g., headcount, tools). - Allocate budgets for each team based on their goals and predicted ROI. - Prioritize investments in tools and processes that drive efficiency across revenue functions. - Identify areas needing flexibility for unforeseen needs. Detailed resource and budget plan that aligns with targets.

4. Develop Key Processes & Workflows Set up efficient processes to support scale - Create lead scoring models and define handoff criteria for Sales & Marketing. - Standardize handoffs between Sales & CS with a customer context document. - Establish a monthly reporting and review schedule. - Automate repetitive tasks with CRM and automation tools. - Document each workflow and ensure understanding across teams. Documented workflows for lead management, handoffs, reporting cadence, and automation processes.

5. Facilitate Cross-Team Buy-In Secure buy-in from Sales, Marketing, and CS - Hold a cross-team meeting to review the plan, targets, budgets, and workflows. - Collect feedback from each team. - Refine the plan as needed based on team input. - Obtain verbal and documented buy-in from revenue team leaders on the final plan. Fully aligned annual plan with buy-in from all revenue teams.

6. Build in Flexibility Create adaptability through quarterly reviews - Schedule quarterly reviews to assess KPIs, pipeline health, and progress. - Identify any significant deviations from the plan and discuss adjustments. - Track external factors (e.g., market trends) that may impact strategy. A flexible annual plan with quarterly check-ins for proactive adjustments.

Measures of Success (Metrics)

• Target Achievement Rate: Percentage of revenue targets met.

• Pipeline Velocity: Speed of deals moving through the funnel.

• Customer Retention Rate: Year-over-year retention for Customer Success.

• Budget Utilization: Efficiency in resource allocation relative to revenue growth.