Podcast
May 16, 2025
Episode 41: Building a High-Performing RevOps Organization
Learn how top RevOps teams drive success through research-backed strategies. Natalie Furness reveals key insights on measuring impact.
In this episode, co-host Camela Thompson sits down with Natalie Furness, CEO and Founder of RevOps Automated, Europe’s largest revenue operations consultancy and managed services firm. Natalie brings a unique background in data informatics, marketing, and sales - and she’s on a mission to prove that RevOps isn't just a support function, but a revenue driver.
In this episode, Natalie unpacks new proprietary research on what separates high-performing RevOps organizations from those struggling to justify their seat at the table. She dives into the critical importance of ROI measurement, why RevOps needs better internal marketing, and how skill specialization is the secret weapon for sustainable team growth.
Revenue operations still fights a perception problem. Too many executives view it as a cost center rather than an investment - especially in a turbulent market where layoffs and cutbacks are common. Natalie saw this firsthand: some companies were slashing RevOps functions while others were doubling down and investing heavily. She partnered with Pavilion and RevOps Co-op to answer a crucial question: What makes the difference?
Their research reveals that high-performing RevOps teams don't just execute—they measure and market their results internally. They demonstrate clear ROI, framing their work as critical to business growth, not just tactical support. You can find more ideas on connecting your work to business outcomes in Be More Strategic: The Key to Growth in RevOps.
"Revenue operations should provide at least a 2x return on investment for every dollar spent." – Natalie Furness
When RevOps can link its work directly to revenue acceleration, cost savings, or operational efficiency, it stops being optional and starts being mission-critical. 🚀
Camela and Natalie dig into one of the industry’s most uncomfortable truths: many RevOps professionals are burning out. Why? Because too many companies treat RevOps like a Swiss Army knife - expecting one person to handle tech stack management, process optimization, analytics, enablement, and strategic planning solo.
Natalie points out that while RevOps hiring is still strong across Europe, the scope creep is unsustainable. Trying to cram strategy, systems, analytics, and enablement into one job description only leads to dysfunction. For more guidance on how to grow a sustainable team, check out Growing RevOps from a Team of 1 to 5.
"We’re asking one person to manage end-to-end processes and an ever-growing list of technologies. It's not sustainable." – Natalie Furness
The best organizations recognize that RevOps needs structure, support, and specialization—not heroic individual efforts.
One of the strongest calls to action from this episode: RevOps must own its impact with cold, hard numbers. It’s not enough to say a process "improved." Executives want proof. How did that improvement affect sales velocity? Conversion rates? Revenue per rep? Customer lifetime value?
Natalie emphasizes that successful RevOps teams baseline their key metrics before a project, forecast their expected improvements, and then measure actual performance afterward. For practical advice on data storytelling, don't miss Beyond KPIs: The Art of Storytelling With Data.
"Ultimately, our job is to reduce cost while growing revenue. If we don't measure that, we risk being seen as expendable." – Natalie Furness
RevOps needs to stop hiding behind process wins and start leading with business impact.
Want a seat at the strategy table? Stop aligning only with the CRO. Natalie urges RevOps leaders to build relationships with the CFO and COO instead. Those are the people who care deeply about operational leverage, profitability, and efficient revenue growth.
By aligning with finance and operations, RevOps can tie their initiatives directly to the company’s P&L, making their value undeniable. It’s a move that separates tactical RevOps teams from true business partners.
If you want more ways to level up strategically, check out Unrealistic Annual Plan? How RevOps Can Get Ahead of the Gaps.
"If you don't show your impact on the P&L, you’re a cost - not an investment." – Natalie Furness
The future of RevOps leadership belongs to those who can speak the language of growth and efficiency.
Finally, Natalie drops a truth bomb about RevOps hiring: stop chasing unicorns. Strategic thinkers and technical builders are different skill sets. High-performing teams recognize that - and build functions where these roles complement each other instead of overloading individuals.
Instead of hiring one exhausted generalist, the best orgs build what Natalie calls a "superfunction" - pairing strategic operators with hands-on architects and systems experts. You’ll find a great guide to team specialization in The 5 RevOps Career Tracks: Finding Your Perfect Role.
"Together, we need to build a RevOps superfunction—not burn out unicorns trying to do it all." – Natalie Furness
RevOps maturity means investing in the right skills, the right structure, and the right metrics from day one.
RevOps is evolving - and the companies that get it right are turning their RevOps teams into strategic weapons for growth. To succeed, you need to prove your impact with data, build cross-functional credibility, and staff your teams with specialists who work together like a high-performing orchestra.
RevOps isn't just about cleaning up CRM messes. It’s about building the operating system for revenue - and making sure everyone from the CFO to the CEO sees it.
Looking for more great content? Check out our blog, join our community and subscribe to our YouTube Channel for more insights.
Our average member has more than 5 years of RevOps experience. That means you’ll have real-time access to seasoned professionals. All we ask is that you’re generous with your knowledge in return.
