UK

United Kingdom · Sales · C-Suite (20+ years)

VP, Sales Excellence / Revenue Operations

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  • Experience bandC-Suite (20+ years)
  • Direct reports25-100+ reports
  • Reports toChief Revenue Officer (CRO)
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as Chief Revenue Operations Officer (CROO) · Head of Go-to-Market (GTM) Strategy · SVP, Sales Operations & Strategy

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Level 5 Award in Leadership Institute of Sales Professionals · Level 5 · covers 1 of 1 standard
Level 5 Certificate in Professional Sales Institute of Sales Professionals · Level 5 · covers 1 of 1 standard
Level 5 Diploma in Professional Sales Institute of Sales Professionals · Level 5 · covers 1 of 1 standard
Level 6 Certificate in Professional Sales Institute of Sales Professionals · Level 6 · covers 1 of 1 standard

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Manage Ethical, Legal and Professional Requirements Level 5 Award in Leadership

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Change Fluency taking people through change

2AI and this work

Will AI change your work as a VP, Sales Excellence / Revenue Operations?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Ethical AI & Automation Governance in Sales
  • Ecosystem & Partner GTM Orchestration
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your VP, Sales Excellence / Revenue Operations plan as you set up, starting with the free Automation Fluency module. No card.

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Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

This role shapes how a company's sales teams work, covering strategy, process and operations across the commercial function.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Salesforce Sales Cloud (Strategic Governance) Strategic

Governing the enterprise data model, evaluating AppExchange partners for strategic fit, making platform-level decisions that impact all GTM functions, and ensuring data integrity for executive reporting.

Tableau / Power BI (Enterprise BI Strategy) Architect

Defining the enterprise BI strategy for all GTM reporting, managing global Tableau Server/Power BI Premium workspaces, and ensuring executive dashboards provide actionable insights for strategic decision-making.

Highspot / Seismic (Global Enablement Strategy) Strategic

Selecting and owning the global sales enablement platform, defining the overall content strategy, and ensuring it directly supports sales methodology adoption and rep productivity across all regions.

SalesLoft / Outreach (GTM Engagement Governance) Strategic

Evaluating the ROI of sales engagement platforms, setting global governance for messaging and automation, and ensuring compliance with data privacy regulations across all outbound activities.

Anaplan / Pigment (Enterprise Planning & Modelling) Expert

Architecting complex enterprise models for compensation, capacity planning, territory optimisation, and strategic forecasting from scratch, providing critical inputs for Board-level decisions.

Snowflake / Google BigQuery (Data Warehousing Strategy) Strategic

Influencing the overall data warehousing strategy, defining enterprise data requirements from source systems (e.g., ERP, HRIS), and ensuring data quality for all GTM analytics.

Asana / Monday.com (Portfolio Management) Strategic

Managing the entire portfolio of all Sales Excellence and GTM initiatives, allocating resources across major programmes, and reporting strategic progress to executive leadership and the Board.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Enterprise GTM Strategy N/A (inform and execute) N/A (contribute data) N/A (lead specific workstreams)
Sales Compensation Plan Design (Global) N/A (understand and apply) N/A (analyse impact of changes) N/A (design for a specific segment)
Sales Technology Stack (Strategic Investment) N/A (use tools effectively) N/A (propose minor tool enhancements) N/A (evaluate specific tool features)
Organisational Design (Sales Excellence) N/A (operate within structure) N/A (suggest minor team process improvements) N/A (propose team structure for a project)

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Sales Productivity (Revenue per Rep)
The average revenue generated by each quota-carrying sales representative.
Target · Increase average revenue per quota-carrying rep by 10-15% year-over-year.

If our average rep generated £500K last year, we'd expect to see that climb to £550K-£575K this year, driven by your strategic initiatives in enablement and process optimisation.

Overall Quota Attainment
The percentage of the sales team achieving 100% or more of their assigned revenue quota.
Target · Increase the percentage of reps achieving 100%+ of quota from 60% to 75%.

If 60% of our reps hit their numbers last year, your work should push that closer to 75% by improving territory design, compensation alignment, and sales methodology adoption.

Pipeline Velocity & Conversion Rates
The speed at which deals move through the sales pipeline and the effectiveness of converting opportunities at each stage.
Target · Decrease the average sales cycle length by 5-10% for key product lines and improve stage-to-stage conversion rates by 2-3 percentage points.

Reducing the average enterprise sales cycle from 180 days to 160 days, or improving the demo-to-proposal conversion rate from 40% to 43% across the board.

Cost of Sales (as % of Revenue)
The total cost associated with generating sales (e.g., commissions, enablement tools, operational overhead) as a percentage of total revenue.
Target · Optimise sales compensation and resource allocation to reduce commission expense as a percentage of revenue by 2-3% over 24 months.

If our cost of sales is currently 25% of revenue, you'd be looking to bring that down to 22-23% through smarter investments and more efficient operations, without sacrificing growth.

Forecast Accuracy (Enterprise Level)
How closely our quarterly and annual revenue forecasts align with actual closed revenue across the entire business.
Target · Achieve and maintain enterprise forecast accuracy within a +/- 5% variance for quarterly revenue projections.

If we forecast £50M for Q3, the actual closed revenue should fall between £47.5M and £52.5M. This requires a robust, data-driven forecasting process.

Strategic Influence & Board Confidence
How effectively you shape the overall GTM strategy and how confident the Board and Executive team are in our sales operational plans.
  • You're regularly sought out for strategic input by the CEO and CRO. Your proposals for major GTM shifts are adopted. The Board consistently expresses confidence in our sales predictability and operational health during quarterly updates. You're seen as a trusted advisor, not just an operator.
Organisational Health & Talent Development
The effectiveness of your leadership in building a high-performing Sales Excellence organisation and fostering a culture of continuous improvement.
  • High retention rates within your direct and indirect teams. Clear career paths and development opportunities for your people. Positive feedback in 360-degree reviews regarding your leadership, vision, and ability to empower your teams. Your team is seen as a talent incubator for the wider business.
Cross-Functional Alignment & Collaboration
Your ability to get Sales, Marketing, Product, and Customer Success working together seamlessly towards shared revenue goals.
  • Joint GTM planning sessions run smoothly with clear outcomes. Fewer 'us vs. them' situations between departments. Marketing campaigns are tightly integrated with sales plays. Customer Success data is actively used to inform sales strategy. You're the one making sure everyone's pulling in the same direction.
Innovation in Sales Operations
Your track record of identifying and implementing new technologies, methodologies, or processes that give us a competitive edge.
  • Successful adoption of new AI tools that genuinely boost productivity. Implementation of novel compensation structures that drive specific strategic behaviours. You're proactively bringing new ideas to the table, not just reacting to problems. We're seen as an industry leader in how we operate our sales function.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Shaping Enterprise Strategy

You'll spend your days in strategic planning sessions with the C-suite, debating the future of our GTM model, and presenting your vision to the Board. You're not just executing; you're defining the 'what' and the 'how' for the entire company.

Leading the annual GTM strategy offsite, where you present the proposed territory structure, compensation plans, and sales capacity model for the next three years, getting buy-in from all executive stakeholders.

Building High-Performing Systems

You get a real kick out of seeing a complex, inefficient process transformed into a smooth, automated workflow. You're constantly looking for ways to optimise our sales engine, whether it's through new tech, better data, or smarter processes.

Overseeing the successful implementation of a new AI-driven forecasting platform that reduces manual effort by 50% and improves accuracy by 10 percentage points, leading to more predictable revenue.

Developing Future Leaders

A significant part of your role is mentoring and developing your direct reports and their teams. You're building the next generation of Sales Excellence leaders, empowering them to take on bigger challenges and drive impact.

Coaching a Director through a challenging compensation plan redesign project, providing strategic guidance and helping them navigate political hurdles, ultimately seeing them succeed and grow.

What frustrates people
  • The 'Board Override': Spending months crafting a meticulous GTM strategy only for the Board to demand a last-minute, unproven change based on a competitor's announcement.
  • Organisational Politics: Navigating the constant tension between different functional leaders (Sales, Marketing, Finance) who all have their own agendas and metrics.
  • Legacy Tech Debt: Inheriting a tech stack that's a patchwork of old systems and integrations, making it incredibly difficult to implement truly transformative solutions.
  • The 'Hero Culture': Trying to institutionalise processes and systems when some sales leaders still prefer individual heroics and one-off deals over scalable efficiency.
  • Talent Gaps: Finding and retaining top-tier Sales Excellence talent in a competitive market, especially when your vision requires highly specialised skills.
What this role does not give you
  • A quiet, predictable work environment – expect constant strategic pivots and urgent requests from the C-suite.
  • Complete autonomy without scrutiny – every major decision will be reviewed and challenged by the Board and executive team.
  • A clear, linear path to immediate results – many of your initiatives will have long lead times and require significant change management.
  • A role where you can avoid internal politics – influencing and navigating complex relationships is central to success here.

8Who you work with

This role directly impacts the company's top-line revenue, profitability, and overall market position. Your decisions will shape how we go to market, how efficiently we acquire and retain customers, and how effectively we scale. Frankly, you're building the engine that drives the entire business forward. Get it right, and we're a market leader; get it wrong, and we're just another company struggling to grow.

Inside the business
  • Chief Executive Officer (CEO)
  • Chief Financial Officer (CFO)
  • Chief Marketing Officer (CMO)
  • Chief Product Officer (CPO)
  • Heads of Regional Sales (EMEA, APAC, AMER)
  • Legal and Compliance Teams
Outside the business
  • Board of Directors
  • Investors and Analysts
  • Key Technology Vendors (e.g., Salesforce, Anaplan)
  • Industry Bodies and Consultants
  • Major Strategic Partners

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • 20+ years of progressive experience in Sales Operations, Sales Excellence, or Revenue Operations, with at least 5-7 years in a Director or VP-level role, leading large, multi-functional teams.
  • A proven track record of designing and implementing enterprise-wide GTM strategies that have demonstrably driven significant revenue growth and operational efficiency.
  • Expertise in architecting and governing complex sales compensation plans, territory designs, and sales capacity models for global organisations.
  • Deep strategic understanding and hands-on experience with major CRM (Salesforce), BI (Tableau/Power BI), and planning (Anaplan/Pigment) platforms at an enterprise level.
  • Exceptional executive communication skills, with a proven ability to present complex strategic concepts to Board members, investors, and C-suite leadership.
  • Demonstrated success in leading and developing large teams (25+ individuals, including managers and directors) in a fast-paced, high-growth environment.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Predictive GTM Modelling

Moving beyond basic forecasting, you'll need to lead the development of highly sophisticated predictive models that anticipate market shifts, identify future growth opportunities, and proactively flag potential revenue shortfalls. This involves integrating external market data with internal sales data to create a truly intelligent revenue engine.

Time-Series Forecasting (Advanced) · Market Trend Integration · Causal Inference in Sales · Simulation & Optimisation

  • This quarter: Review our current predictive analytics capabilities and identify key areas for enhancement.
  • Next 6 months: Engage with data science and analytics leaders to explore advanced modelling techniques and tools.
  • Next 12 months: Sponsor and oversee a pilot project for a new predictive GTM model, demonstrating its value.
  • Ongoing: Stay informed on the latest academic and industry research in predictive analytics and sales science.

Quick win: Challenge your analytics team to build a 'what if' scenario model for a major GTM pivot. See how quickly they can generate insights.

Revenue Operations Platform Architecture

The convergence of Sales, Marketing, and Customer Success operations into a unified 'Revenue Operations' function requires a holistic approach to technology architecture. You'll be responsible for designing an integrated platform strategy that supports the entire customer lifecycle, breaking down traditional departmental tech silos.

Unified Data Models · Platform Integration Strategies · Data Orchestration & Workflow Automation · Security & Compliance (RevOps)

  • This quarter: Conduct a comprehensive audit of our current GTM tech stack, identifying all integrations and data flows.
  • Next 6 months: Work with IT and functional leaders to map out an ideal 'future state' RevOps platform architecture.
  • Next 12 months: Develop a multi-year roadmap for consolidating, integrating, and optimising our RevOps tech stack.
  • Ongoing: Regularly evaluate new RevOps platforms and technologies for strategic fit and potential ROI.

Quick win: Create a visual map of our current GTM tech stack, including data flows and integrations. This often highlights immediate pain points.

11Staying current once you are in

What people here do to keep up
  • Regularly attend and speak at industry conferences (e.g., Sales Innovation Expo, Dreamforce, Revenue Operations Summit) to stay abreast of trends and build your professional network.
  • Participate in executive peer groups or leadership forums focused on Revenue Operations or GTM strategy to share insights and learn from others.
  • Engage in continuous learning around emerging technologies like AI/ML, particularly their applications in sales forecasting, enablement, and automation.
  • Mentor aspiring leaders within and outside the organisation, contributing to the broader Sales Excellence community.
  • Publish thought leadership articles or whitepapers on GTM strategy, sales compensation, or revenue operations best practices.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Ethical AI & Automation Governance in Sales

AI is rapidly becoming embedded in every aspect of sales, from prospecting to forecasting. As a leader, you'll need to navigate the ethical implications (e.g., bias in algorithms, data privacy, responsible automation) and establish robust governance frameworks to ensure we use AI responsibly and effectively, maintaining trust with customers and employees.

  • AI Ethics Principles
  • Data Governance for AI
  • Explainable AI (XAI)
  • Regulatory Landscape (AI)

Ecosystem & Partner GTM Orchestration

The future of enterprise sales is increasingly about ecosystems—partners, alliances, and indirect channels. Your role will evolve from optimising direct sales to orchestrating a complex network of internal and external partners to drive revenue. This means designing new GTM models, compensation structures, and operational processes that span beyond our direct sales force.

  • Partner Programme Design
  • Channel Conflict Resolution
  • Co-Selling & Co-Marketing Models
  • Partner Performance Analytics

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Sales Methodology Implementation (Strategic)
  • Territory & Quota Architecture (Enterprise)
  • Sales Compensation Design & Governance
  • Pipeline & Forecast Management (Executive)
  • Sales Capacity & Productivity Modelling (Strategic)
  • Rules of Engagement (ROE) & Deal Desk Governance

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Director, Sales Excellence / Revenue Operations (Large Enterprise)

    3-5 years in this role before VP

    Skills to master

    • Leading multiple functional teams, owning a major business unit's GTM strategy, managing a significant budget, presenting to executive leadership, and driving large-scale transformation programmes.

    You're ready to move on when

    • Consistently exceeds targets for sales productivity and forecast accuracy within their domain.
    • Successfully led at least two major GTM transformation initiatives (e.g., new compensation plan, CRM overhaul).
    • Has built and developed a high-performing team of managers and individual contributors.
    • Is regularly sought out by C-suite for strategic input on GTM matters.
  2. 2

    VP, Sales Operations / Strategy (Mid-Market / High-Growth Scale-up)

    2-4 years in this role before moving to a larger enterprise or CRO role

    Skills to master

    • Building a Sales Excellence function from the ground up, scaling processes rapidly, attracting and retaining top talent in a competitive market, and directly influencing the CEO/CRO in a smaller, more agile environment.

    You're ready to move on when

    • Successfully scaled sales operations through multiple funding rounds or significant growth phases.
    • Implemented foundational sales excellence frameworks (e.g., territory design, comp plans) that supported rapid expansion.
    • Demonstrated ability to operate effectively with limited resources, prioritising for maximum impact.
    • Has a strong network of contacts for talent acquisition and industry best practices.

15Where this role leads

The long view: This work can lead to running a company as chief executive, sitting on a board as a non-executive director, or advising investment firms as a venture or operating partner.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how VP, Sales Excellence / Revenue Operations is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Manage Ethical, Legal and Professional Requirements, worked against VP, Sales Excellence / Revenue Operations.

Manage Ethical, Legal and Professional Requirements Level 5

Applied to your work in VP, Sales Excellence / Revenue Operations

This unit aims to provide learners with an understanding of ethical, legal, and professional requirements within the sales function. Learners will understand relevant legislation, codes of conduct, and best practices. Furthermore, they will be able to implement policies and procedures to ensure compliance and respond appropriately to non-compliance.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration
VP, Sales Excellence / Revenue Operations
  • Sales Methodology Implementation (Strategic)
  • Territory & Quota Architecture (Enterprise)
  • Sales Compensation Design & Governance
  • Pipeline & Forecast Management (Executive)
  • Sales Capacity & Productivity Modelling (Strategic)
  • Rules of Engagement (ROE) & Deal Desk Governance
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

VP, Sales Excellence / Revenue Operations is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Chief Revenue Officer (CRO)

    3-5 years

    C-Suite (Enterprise-wide Revenue Accountability)

    • Marketing strategy and demand generation.
    • Customer Success strategy and retention.
    • Product GTM strategy and launch execution.
    • Global market expansion and entry strategies.

  2. Chief Operating Officer (COO)

    4-6 years

    C-Suite (Cross-Functional Operational Accountability)

    • IT infrastructure and digital transformation.
    • Human Resources strategy and talent acquisition.
    • Legal and regulatory compliance (broader scope).
    • Supply chain management (if applicable to industry).
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, at the C-suite level, your time is your most valuable asset. You're juggling board presentations, strategic planning, and complex organisational challenges. The good news? AI isn't just for junior analysts anymore. It's a powerful co-pilot that can free you from the tactical weeds, giving you more headspace for the truly strategic work that moves the needle.

In Sales Excellence and Revenue Operations, AI can transform how you gather insights, validate strategies, and even communicate your vision. We're talking about automating the synthesis of complex data, identifying hidden risks, and generating first drafts of critical documents. This isn't about replacing your strategic judgment; it's about augmenting it, making you faster, smarter, and more impactful.

Automated Performance Narratives for Leadership

Imagine AI automatically drafting the executive summary for your weekly or quarterly performance reviews. It synthesises key enterprise metrics from various dashboards (pipeline health, rep attainment, forecast accuracy) into a concise, articulate narrative, highlighting anomalies and strategic implications. You review, refine, and present – saving hours of manual data interpretation and slide building.

Enterprise Risk & Anomaly Detection

Use advanced AI models to proactively scan the entire global sales pipeline and operational data for systemic risks. This could be stalled deal cycles in a specific region, unusual churn patterns, or early indicators of a compensation plan misalignment. AI flags these issues, allowing you to focus your strategic attention on prevention, rather than just reaction.

Strategic Scenario Modelling & Validation

Leverage AI to rapidly build and validate complex strategic scenarios. Want to see the impact of a 15% territory realignment coupled with a new compensation structure on profitability over three years? AI can run these models far faster than traditional methods, giving you data-backed insights to present to the Board, helping you make more informed, confident decisions.

Policy & Board Document First Drafts

When you're drafting a new global 'Rules of Engagement' policy, an investor update on GTM strategy, or a Board presentation, AI can generate comprehensive first drafts from your bullet points and data. This dramatically cuts down on the time spent on initial writing, letting you focus on the strategic content and refinement.

Common questions

Common questions

How do you become a VP, Sales Excellence / Revenue Operations?

Common routes in include Director, Sales Excellence / Revenue Operations (Large Enterprise) (3-5 years in this role before VP) and VP, Sales Operations / Strategy (Mid-Market / High-Growth Scale-up) (2-4 years in this role before moving to a larger enterprise or CRO role). Times vary with prior experience.

Where can a VP, Sales Excellence / Revenue Operations progress to?

This role can lead on to Chief Revenue Officer (CRO) (3-5 years) and Chief Operating Officer (COO) (4-6 years), depending on the skills you build.

What new skills matter most for a VP, Sales Excellence / Revenue Operations?

Increasingly, Ethical AI & Automation Governance in Sales and Ecosystem & Partner GTM Orchestration. These are the skills our record of this role lists as growing.

Free tools

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17Where to go from here

Other roles at Level 7

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in sales

Stay in the field you know and move sideways rather than up.
If you leave this industry

Skills in building revenue engines, shaping go-to-market strategy and leading operational change apply across sectors. Technology, financial services, healthcare and manufacturing all depend on predictable, efficient revenue generation. The principles of sales excellence stay the same even when the products change.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.