Get a FREE ebook with your print copy when you select the "bundle" option. T&Cs apply.

The Revenue Operations Manual

How to Build a High-Growth, Predictable and Scalable Business

Revolutionize your go-to-market strategies and drive growth by transforming your revenue-generating teams into a high-performing, well-oiled machine with this practical how-to guide.

Publishing partner

EAN: 9781398616769

Edition: 1

Published: 03 Sept 2024

Format: 234 x 156

344 pages

FREE UK and US delivery

Bulk buying for your team?
Contact us for exclusive discounts!

About the book

WINNER: Axiom Business Book Award 2025 - Bronze Medal, Sales
DISTINGUISHED FAVORITE: NYC Big Book Award 2025 - Sales & Marketing

Growing a business is a team sport, and Revenue Operations - the number 1 fastest-growing job on LinkedIn - is how you can deliver that growth. Learn how to bring revenue-generating teams, business context, and technology together to build a high-achieving, predictable and scalable revenue machine.

The Revenue Operations Manual takes you through every aspect of this evolving function, whether that's understanding what exactly it is, or how to effectively build your team, technology and partnerships to ensure your go-to-market strategies support business goals and revenue growth.

Using case studies, examples of best practices (and of what not to do), this book offers expertise and interviews from world-class operators and provides a blueprint on the mindset required to build and scale this critical business function. Understand the value that Revenue Operations can bring to your business, the right time to invest in it, and how to maximize the outcomes this team can drive.

About the authors

Sean Lane is a Founding Partner at BeaconGTM, host of the "Operations with Sean Lane" podcast, and is based in Boston, Massachusetts. He has spent more than a decade building Revenue Operations teams at fast-growing B2B software companies, including Drift and Upserve.

Laura Adint is currently a partner and operations executive for a financial services company in Los Gatos, California. With over 25 years of experience, her prior roles included Vice President of Field Operations at Drift, and Vice President of Sales and Services Operations at Adaptive Insights (a Workday company).

Laura Adint

Sean Lane

- Chapter - 00: Introduction: The Revenue Operations Mindset
Section - ONE: Build Your Knowledge
- Chapter - 01: When is it Time to Invest in RevOps?
- Chapter - 02: Know Your Numbers
- Chapter - 03: Know What Your Company Sells
Section - TWO: Build Your Business
- Chapter - 04: The Importance of Operating Rhythms: The Routines, Meetings, and Cadences to Help You Hit Your Numbers
- Chapter - 05: Designing and Instrumenting the Customer Journey
- Chapter - 06: The Building Blocks of the Modern Tech Stack
- Chapter - 07: How to Make Internal Changes that Actually Stick
- Chapter - 08: The Art and Science of Forecasting
- Chapter - 09: Annual Planning and the Art of the “Fiscal Year Flip”
- Chapter - 10: Why Variable Compensation Design is Key to Incentivizing the Right Behavior
- Chapter - 11: Goal Setting in RevOps
- Chapter - 12: Data, Data, and More Data: The Evolution from Reporting to Insight to Prediction
- Chapter - 13: What Happens When Things Break: How to Look Around Corners and Plan for Your Own Mistakes
Section - THREE: Build Your Partnerships
- Chapter - 14: Strategic Partner vs. Support Function: The Choice is Yours
- Chapter - 15: Go Beyond Sales: The Importance of Cross-Functional Relationships
- Chapter - 16: Get Your Partners Involved: Make Sure You Have Them “Crack an Egg”
- Chapter - 17: Designing Your Processes with the End User in Mind
- Chapter - 18: Blurred Lines: Where Does Training & Enablement Fit With a Revenue Operations Team?
Section - FOUR: Build Your Team
- Chapter - 19: Staffing Your Team: What Makes a Good Revenue Operator?
- Chapter - 20: Choosing the Right Organizational Structure
- Chapter - 21: Management Philosophies: It’s all about the People, Silly
- Chapter - 22: Speed Isn’t Always the Answer: Slow is Smooth, Smooth is Fast
- Chapter - 23: Managing Expectations and Priorities: How to Say No
- Chapter - 24: Get Outside of Your 4 Walls: The Importance of Seeking Out Role Models
- Chapter - 25: Perfection is an Illusion: Instilling the “Better, Better, Never Done” Mentality

Reviews

Rochelle Webb, CEO, Optimist Made

As we face stratospheric growth and evolution in technology, The Revenue Operations Manual, written by Sean Lane and Laura Adint, masterfully illustrates the importance of human capital in conjunction with automation and why it is critical to build high functioning and strategic operating teams. People matter and this book takes an all-encompassing approach towards guiding the significant transition of your team's ability to maximize efficiency and drive productive business outcomes.

David Cancel, Co-Founder and Executive Chairman, Drift

Sean Lane and Laura Adint have delivered an essential playbook in The Revenue Operations Manual. It's packed with insights that can transform your approach not just to RevOps but to overall revenue growth. This book is an invaluable resource for anyone in the field.

Mallun Yen, Founder & General Partner, Operator Collective

Nailing Revenue Operations is a key part of scaling go-to market in the right way. Sean and Laura have distilled their extensive experience into an essential resource for leaders looking to streamline processes, foster alignment, and unlock sustainable growth.

Amar Doshi, SVP of Product, 6sense

The Revenue Operations Manual provides a modern primer for outcome-oriented RevOps leaders focused on business growth without chaos. The templates, tips, and self-reflection questions covered in each section are extremely practical. Highly recommend internalizing the 'Operating Rhythms' covered -- the secret to success in revenue operations is ultimately consistent and repeatable process and routines.

Toni Hohlbein, CEO and Co-Founder, Growblocks

There wasn't a definitive guide to Revenue Operations when I started, there is now. If you need to drive scalable and efficient growth, this book helps you align tech and teams to do just that. Sean Lane and Laura Adint share insights from top industry experts, so if you're serious about scaling RevOps, this book is for you.

John Pasvankias, Vice President of Revenue Operations, Ramp

The Revenue Operations Manual is an indispensable resource for any RevOps operator focused on achieving operational excellence and sustainable growth. Sean Lane and Laura Adint expertly guide readers through the complexities of aligning teams, leveraging technology, crafting effective strategies, and so much more. A true must-read for anyone serious about mastering Revenue Operations.

Sangram Vajre, CEO, GTM Partners

The Revenue Operations Manual is a definitive playbook for anyone looking to master the art of Revenue Operations. This book offers not just the theory but the practical steps and wisdom from some of the top practitioners in the industry. It's a must-read for those committed to driving business growth through operational excellence.

Andy Byrne, CEO, Clari

I know of no other strategic function more worthy of C-suite attention and investment than RevOps. And now, thanks to two of the industry's most accomplished Revenue Operators - Sean Lane and Laura Adint - RevOps has its bible.

Mark Roberge, Co-Founder, Stage 2 Capital

The Revenue Operations Manual is a must-read for any startup looking to scale efficiently. This book provides a tactical roadmap for aligning teams, processes, and technologies to drive predictable revenue growth. A true guide from practitioners who've done it!

As we face stratospheric growth and evolution in technology, The Revenue Operations Manual, written by Sean Lane and Laura Adint, masterfully illustrates the importance of human capital in conjunction with automation and why it is critical to build high functioning and strategic operating teams. People matter and this book takes an all-encompassing approach towards guiding the significant transition of your team's ability to maximize efficiency and drive productive business outcomes.
Rochelle Webb, CEO, Optimist Made

Quantity

Bulk buying for your team?
Contact us for exclusive discounts!

FREE UK and US delivery
Shipping and handling
Cancellations and returns policy

FREE UK and US delivery (more info)
Kogan Page GPSR

Bulk buying? Contact us for exclusive discounts!

Get exclusive insights and offers

For information on how we use your data read our privacy policy

EU Representative (GPSR)
Authorised Rep Compliance Ltd
Ground Floor, 71 Baggot Street Lower, Dublin, D02 P593, Ireland
www.arccompliance.com
Kogan Page GPSR