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Recently, I had the pleasure of being joined by two revenue operations leaders to discuss ways of maximizing sales efficiency. The leaders in question were:
Tara Murray, VP of Revenue Operations at Webflow
Before Webflow, Tara was at Slack where she ran global incentive compensation. Now, at Webflow, she oversees Sales Ops, CS Ops, Partner Ops, GTM Strategy, Deal Desk, Revenue Enablement, and just this week—Sales Dev.
Rosa Gandler, Senior Director of Revenue Operations at Greenhouse
Rosa manages Sales Ops, CS, Tech Support, and Professional Services Ops. She started on the customer side and recently transitioned to new business and top-of-funnel sales, which gives her a lens on both sides when thinking about sales efficiency.
Below is a summary of our conversation - watch the full session on-demand here.
What does sales efficiency mean today, and how has it evolved?
Tara:
The old strategies just don’t cut it anymore. Performance is down, competition is fierce, and budgets are flat or shrinking.
Investors now care more about sustainable business models. The “grow at all costs” era is over. It’s about spending wisely and proving ROI.
AI is also front and center now. According to SBI Growth, 60% of CEOs plan to develop a formal AI strategy by 2025. That means real roadmaps and ROI targets—not just buzz.
Buyers are changing, too. They want personalization, speed, and easy access to your offering. They research before talking to sales, and if your process is slow or generic, they’ll move on. We have to meet them where they are. It’s a completely different game.
Rosa:
Absolutely. As Greenhouse has grown, we’ve been thinking more about where we invest—new business vs. existing business. We’re focusing a lot on our happy customer base and finding ways to expand and retain them more efficiently.
Tori Moss:
The metrics have shifted, too. Rule of 40 and revenue per employee are becoming the new gold standards. Efficiency isn’t just internal—it’s how investors are valuing companies.
How are sales teams reducing time spent on non-revenue-generating activities?
Rosa:
Automate everything you can. We use tools like Matic for deck automation and enrichment tools to keep our database updated—freeing up our reps from manual work.
Gong has been great, especially now that it can auto-sync call notes into Salesforce.
Tara Murray:
I totally agree. AI helps, but we also have to do the unsexy stuff—like mapping out our process and fixing technical debt.
Sometimes, it’s about removing outdated automations or processes that no longer serve us.
We’ve seen success with tools like Clay (for data enrichment and personalized landing pages), Pocus (to combine product and intent signals), and AI for forecasting, coaching, and even quoting.
Let’s talk about resource allocation. How are you optimizing quota and territory planning?
Rosa:
One big project was rethinking our customer segmentation. We redrew the lines based on data and rep feedback, optimizing where roles focus and how we cover accounts.
Tara:
Same here. It’s less about a one-time annual plan and more about constant re-evaluation.
We map customer segments not just by revenue potential, but also by deal mechanics, retention, and support cost. Then we decide where to double down, test, or scale back.
What’s a common mistake companies make when trying to do more with less?
Tara:
Thinking a new tool will fix everything. Every decision has a shadow—headcount cuts or new tech all come with tradeoffs.
Rosa:
More tactically—getting behind on hiring for quota-carrying roles. You need to predict attrition and plan hiring 9–12 months ahead. No surprises should come up in your forecast meetings.
Let’s talk AI. How should RevOps teams approach adoption?
Tara:
Build an AI roadmap. Think creatively—what’s your magic wand use case? Then find the human resources to test and build it. This space is moving too fast to wait six months for a hire.
Rosa:
It’s not “Should we use AI?” It’s “How do we stay ahead?” The best RevOps folks today are learning prompt engineering and training AI tools. It’s a whole new skill set.
What’s your dream AI use case?
Rosa:
Dynamic pricing based on competitor intel and buyer profile.
Tara:
No more dropdowns or manual Salesforce entries. I want systems that understand intent, serve data automatically, and notify me only when something’s wrong.
Tori:
My hot take—someone should build an AI tool to automate software procurement. I don’t want to do another vendor evaluation!
