RevOps (revenue operations): sharing progress & best practices for B2B information & events businesses

Date:        Wednesday, 5 August 2026
Time:        10h00 - 11h00 ET / 15h00 - 16h00 UK
Format:     Interactive Online Roundtable Discussion
Host:         Helen Coetzee - Strategic Advisor, Director & Co-Founder - MPG

  REGISTER HERE  

This roundtable is a peer-group discussion - a space to share what we know about RevOps, what we’re doing with RevOps in our own businesses, what has worked and what hasn’t - and why. Please come along and join the discussion!

Revenue Operations (RevOps) has been an embedded function in SaaS businesses for years. It is the discipline of mapping, engineering, measuring and optimising every step in the customer journey -  from first touch, through the funnel, to sale, onboarding, renewal and maximising customer lifetime value. It spans marketing, sales, customer success, account management and renewals - tying them together as one coherent, measured, continuously optimised system.

When RevOps is managed well - ideally with a strong and continually improved Playbook - it delivers:

• Strong revenue performance

• Transparency and accountability to every stage of the process of revenue generation and retention. 

• A good level of predictability around commercial outcomes - especially important for events that often carry relatively high commercial risk than other forms of revenue in organisations with multiple revenue streams.

The term RevOps is relatively new to most B2B information and events businesses, but the systems thinking behind it is already present in many of our organisations. Most B2B information and events businesses have elements of high-functioning RevOps embedded in certain stages of their customer journey, but very few have so far realised (or in some cases recognised) the value of ‘end-to-end’ RevOps. 

AI and automation now make RevOps a much more important and attractive area for focus and investment to achieve true scalability.

It is difficult to systematically and effectively introduce and continually optimise the significant innovation, productivity and efficiency gains possible with modern technologies without first fully understanding, aligning on and documenting your revenue generation and retention processes.

Without well managed RevOps, you risk layering AI into systems no one fully understands, and in some cases you risk replacing key process elements with AI - when humans should own these. 

Some of the questions we will explore together:

• How should we define - and communicate to our teams - what RevOps is, and isn’t?

• Why is focusing on RevOps important?

• Who’s job is RevOps?

• Should we have RevOps-focused roles in our businesses? Or should we outsource this work? Or is a hybrid approach best?

• What does ‘business process mapping for RevOps’ look like? 

• How are we using (or planning to use) AI and automation to optimise RevOps to be more scalable and to achieve more predictable revenue?

• What barriers do we face in bringing RevOps properly into our businesses? And how can we overcome these?

This session will be hosted by Helen Coetzee, Strategic Advisor, Director & Co-Founder of MPG. Helen is focusing on improving the RevOps in her own business, while her team is working on a variety of projects focused on improving RevOps for event organisers.  

  REGISTER HERE