Closing the Strategy to Execution Gap: The RevOps Playbook for Growth

RevOps professionals know the struggle: strategic plans look great on paper, but execution is where things fall apart. In this session, Matthew Volm, CEO and Founder of RevOps Co-op, is joined by Werner Schmidt, CEO and Co-founder of Lative, and Elay Cohen, CEO and Co-founder of SalesHood, to discuss how to bridge the gap between strategy and execution using a structured RevOps playbook.

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Why Strategy Breaks Down in Execution

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Too often, RevOps teams build strong strategic plans, only to watch them crumble in execution. Why?

• Lack of Alignment – Without executive buy-in and cross-functional coordination, execution stalls.
• Unclear Priorities – Teams attempt to solve too many problems at once rather than focusing on the most critical gaps.
• Misaligned KPIs – Companies measure what’s easy instead of what drives impact.
• Technology Pitfalls – Systems and automation can either be a game-changer or a bottleneck, depending on how they’re implemented.

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"At the end of the day, we're all humans, and we need to figure out the best way to work together to ensure execution aligns with strategy." — Werner Schmidt, CEO at Lative

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📌 For a deeper dive into bridging the gap between strategy and execution, explore Lative's article on this topic.

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How to Drive Alignment and Focus on the Right Metrics

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To close the strategy-execution gap, teams need to set clear KPIs and align around them. But how do you choose the right ones?

• Collaborate Across Teams – Sales, marketing, customer success, and finance all need to agree on key performance indicators (KPIs).
• Measure What Matters – Avoid vanity metrics. Instead, focus on revenue-driving KPIs like pipeline coverage, win rates, and customer retention.
• Review Regularly – Metrics should be reviewed frequently, with adjustments made as needed.

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"We get everyone in a room every Friday to align on KPIs, ensuring marketing and sales are measuring success in the same way." — Werner Schmidt, CEO at Lative

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📌 To assist in setting and managing quotas effectively, consider Lative's insights on sales targets and quota planning.

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Communication: The Key to Executive Buy-In

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For RevOps professionals, influencing leadership is just as critical as the numbers themselves. Executive alignment doesn’t just happen - it requires clear and concise communication.

• Keep It Simple – Avoid over-explaining. Deliver insights in a few key bullet points.
• Use Stories with Data – Executives don’t just want numbers—they need context. Share success stories that illustrate data points.
• Leave Space for Silence – Present your insights, then pause. Allow room for executives to process and respond.

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"If you can consistently communicate how you're performing against key metrics, leadership will engage and respond." — Elay Cohen, CEO at Saleshood

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📌 For a structured approach to planning and execution, Lative's guide on stress-testing sales capacity models can be a valuable resource.

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The Role of Technology in Execution

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Technology can be a powerful ally or a major roadblock when executing strategy. Choosing the right tech stack is critical.

• Avoid Over-Automation – Too much automation can create complexity and slow execution.
• Start Small and Scale – Implement systems incrementally to ensure adoption and impact.
• Align Tech to Business Goals – Ensure every tool supports the KPIs you’re measuring.

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"People think software will magically fix execution gaps. But if you're automating bad processes, you're just making things worse." — Elay Cohen, CEO at Saleshood

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📌 To explore how technology can enhance sales capacity planning, check out Lative's strategies for better sales outcomes.

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Key Takeaways for RevOps

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1. Align on KPIs – Ensure all teams measure success in the same way.
2. Communicate Strategically – Use simple, impactful insights that resonate with leadership.
3. Prioritize Execution Over Perfection – A good plan executed well beats a perfect plan never implemented.
4. Leverage Technology Wisely – Automate intentionally and scale tech strategically.

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Closing the strategy-to-execution gap is no small feat, but with the right alignment, communication, and technology in place, RevOps professionals can drive meaningful, measurable growth. Success lies in simplifying complexity, ensuring cross-functional collaboration, and leveraging data to make informed decisions. By focusing on these principles, RevOps teams can move beyond planning and achieve real, scalable execution.

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Looking for More?

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Want to learn more about executing RevOps strategy effectively? Join the RevOps Co-op community for insights, events, and expert discussions.

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