Episode 26: RevOps KPIs - Measuring Team Efficacy

In this episode, co-host Matthew Volm, CEO and Co-founder of RevOps Co-op, sits down with Henry Mizel, SVP of Revenue Operations at Apollo.io. Together, they explore how to measure the impact of your RevOps team, define key KPIs for RevOps success, and ensure strategic alignment across the go-to-market (GTM) engine.

If you're looking for ways to drive efficiency, optimize revenue operations performance, and align RevOps with business outcomes, this conversation is a must-listen.

The Evolution of RevOps: From CRM to Strategic Leadership

Henry's path to RevOps is anything but traditional. Starting as a foreign exchange trader, he quickly found his way into sales and CRM systems. His curiosity and knack for leveraging technology led him to specialize in RevOps before it was even called RevOps. Today, as SVP of Revenue Operations at Apollo.io, he oversees a centralized RevOps model designed to optimize efficiency across marketing, sales, and customer success.

"Being in RevOps at a RevOps technology company is unique—we use the same tools our customers do, which gives us a different perspective on how to optimize revenue operations." – Henry Mizel

Structuring a High-Impact RevOps Team

When it comes to RevOps team structure, Henry emphasizes the importance of a centralized model that provides both strategic direction and tactical execution. Specifically, his team at Apollo.io is built around four core pillars:

1. Strategy & Operations – Ownership of capacity planning, territory management, and incentive compensation, among other things.
2. GTM & Revenue Tech Stack – Managing critical tools like Salesforce, HubSpot, Intercom, and of course, Apollo.io.
3. Analytics & Data Engineering – Driving insights through go-to-market analytics and revenue forecasting.
4. Revenue Enablement – Ensuring sales, marketing, and CS teams are trained and equipped to succeed.

"A centralized RevOps model ensures consistency, alignment, and scalability across all revenue-generating functions." – Henry Mizel

Measuring RevOps Team Performance: Key KPIs & Metrics

One of the biggest challenges in RevOps is defining the right KPIs to measure impact. Henry outlines a framework for tracking RevOps performance based on both business outcomes and operational efficiency.Key RevOps KPIs include:

• Sales Efficiency – Measuring revenue per rep and optimizing LTV to CAC ratios
• Pipeline Conversion Rates – Tracking MQL to SQL to Closed Won performance and everything in between
• Marketing Sourced Pipeline – Ensuring marketing-driven revenue aligns with demand generation goals
• Revenue Retention & Expansion – Monitoring churn, NRR (Net Revenue Retention), and upsell metrics

"If your RevOps team is aligned with company-wide KPIs—like new business revenue, upsell, and retention—then you know you're making an impact." – Henry Mizel

Optimizing MQL-to-SQL Conversion: A RevOps Case Study

One of Apollo.io’s most successful RevOps initiatives involved optimizing the MQL-to-SQL flow. The challenge? Low form conversion rates and inefficient lead routing. The solution? An internally built form enrichment tool leveraging Apollo’s own data.Key results from this initiative:

✅ 40% increase in form conversion rates

‍✅ 88% improvement in form-to-meeting confirmed rates

‍✅ Reduction in lead routing errors below 3%

‍By reducing form fields and using Apollo’s API to enrich data, Henry’s team dramatically improved pipeline efficiency and booking rates.

"We stripped our demo form down to just an email field and used our own API to enrich firmographics and route leads instantly. The results were staggering." – Henry Mizel

The Role of OKRs in RevOps Planning & Execution

Henry highlights the importance of OKRs (Objectives & Key Results) to align RevOps strategy with broader business goals.Key takeaways on RevOps goal-setting:

• Align quarterly OKRs with annual revenue goals
• Focus on high-impact initiatives that drive business outcomes
• Avoid constant pivoting—stick to the quarterly plan unless there's a major shift
• Balance strategic projects with day-to-day execution

"A strong OKR framework ensures RevOps stays focused on high-impact initiatives that move the business forward." – Henry Mizel

Career Growth in RevOps: Henry’s Advice

For those looking to grow their career in Revenue Operations, Henry offers this advice:

💡 Be Curious – RevOps leaders succeed by understanding the entire customer journey, not just part of it

💡 Know Your Numbers – Understand the math behind the GTM funnel—from CAC efficiency to pipeline velocity and how this ties back to the customer journey

💡 Think Holistically – RevOps isn’t just about sales. Finance, CS, and marketing alignment are critical.

"RevOps is all about doing more with less—scaling revenue efficiently while optimizing processes across the GTM engine." – Henry Mizel

Final Thoughts: The Future of RevOps KPIs

Henry and Matt wrap up by discussing how RevOps teams can continuously evolve their KPIs to keep pace with changing GTM strategies. Whether it’s leveraging AI for sales efficiency, optimizing marketing attribution models, or improving customer lifecycle tracking, the key is to stay data-driven and adaptable.