Glossary
A comprehensive reference for all terminology used in the RevOps Möbius Framework.
Core Framework Concepts
RevOps Möbius
The complete framework for understanding and optimizing revenue operations as a continuous system. Named after the Möbius strip—a mathematical surface with only one side—this model treats the customer journey and operational infrastructure as a unified, endless surface with no true handoffs.
Arc
One of four major phases in the customer journey: Attract, Engage, Deliver, Retain. Each arc represents a distinct set of activities and outcomes, but flows continuously into the next without breaks. The term "arc" emphasizes the curved, continuous nature of the Möbius surface.
Layer
One of five levels at which any arc can be measured: Activity, Process, Performance, Financial, Executive. Layers represent depth of insight—from raw activity counts to strategic outcomes. Every arc can (and should) be measured at all five layers to create a complete picture.
Handoff
The transfer point between business functions (e.g., Marketing → Sales) where context, ownership, and responsibility shift. While the Möbius model aims to eliminate handoff friction, these transition points remain critical failure modes. RevOps designs handoffs to preserve context and maintain momentum.
The Twist
The center point of the Möbius where the surface inverts—this represents the RevOps layer itself. While functions operate on the "visible" customer-facing surface, RevOps works on the "hidden" operational surface. The twist is where these two perspectives become one—where operational excellence enables customer experience and customer feedback informs operational improvement.
The Four Arcs
Attract
The arc focused on generating awareness and creating demand. Activities include campaigns, content creation, lead generation, and initial qualification. Primarily owned by Marketing and Product functions. Metrics focus on volume (leads generated) and quality (MQL conversion rates).
Engage
The arc focused on converting interest into commitment. Activities include qualification, discovery, demonstration, proposal, and negotiation. Primarily owned by Sales function. Metrics focus on conversion rates (win rate), efficiency (sales cycle length), and deal value (ACV).
Deliver
The arc focused on executing promises and creating value. Activities include onboarding, implementation, training, adoption, and support. Primarily owned by Customer Success and Services functions. Metrics focus on speed (time-to-value), adoption (feature usage), and satisfaction (NPS/CSAT).
Retain
The arc focused on maintaining and growing customer relationships. Activities include health monitoring, renewal management, expansion identification, and advocacy cultivation. Primarily owned by Customer Success and Account Management. Metrics focus on retention (churn rate, renewal rate) and expansion (NRR, upsell rate). This arc loops back to Attract as satisfied customers generate new awareness.
The Five Measurement Layers
Activity Layer
Raw volume and velocity metrics. Answers: "How much work are we doing?" Examples: calls made, campaigns launched, tickets resolved. These are lagging indicators of effort but don't measure outcomes.
Process Layer
Efficiency and speed metrics. Answers: "How fast are we doing work?" Examples: response time, cycle length, time-in-stage. These measure operational efficiency but not quality or outcomes.
Performance Layer
Quality and conversion metrics. Answers: "How well are we doing work?" Examples: win rate, renewal rate, forecast accuracy. These measure effectiveness and begin to connect effort to outcomes.
Financial Layer
Money and margin metrics. Answers: "Is our work generating value?" Examples: revenue, profit, CAC, LTV, NRR. These translate operational performance into financial outcomes that drive business decisions.
Executive Layer
Strategic health and trajectory metrics. Answers: "Are we winning?" Examples: growth rate, market share, pipeline coverage, competitive position. These metrics inform board-level decisions and guide long-term strategy.
Business Models
SaaS Model
Software-as-a-Service: recurring revenue through subscription software. Emphasizes Retain arc (expansion and churn prevention) and Deliver arc (adoption and value realization). Short sales cycles but long customer relationships requiring continuous engagement.
Services Model
Revenue from expertise and labor. Emphasizes Deliver arc (project execution and profitability) and Retain arc (relationship strength). Longer sales cycles with detailed scoping, and success depends on delivery quality and client outcomes.
Project Model
Revenue from fixed-scope engagements. Emphasizes Engage arc (proposal accuracy and win rate) and Deliver arc (on-time, on-budget execution). Each project is discrete, making pipeline velocity and proposal quality critical.
Field Model
Revenue from on-site delivery and territory management. Emphasizes Deliver arc (service efficiency and geographic coverage) and Retain arc (relationship density). Success depends on operational capacity, territory optimization, and repeat business from existing accounts.
Three Cross-Sectional Frameworks
These frameworks cut across all arcs and layers, defining the foundational architecture of RevOps. Think of them as the three dimensions that support the entire Möbius surface.
Performance Framework
The quantitative backbone—how metrics relate to each other through formulas and calculations. Includes conversion rate waterfalls, capacity modeling, unit economics (CAC/LTV), cohort analysis, and pipeline coverage. Answers: "What math drives our revenue?"
Infrastructure Framework
The technical backbone—systems, objects, relationships, and data governance. Includes core CRM objects (Account, Contact, Opportunity), custom fields, integration schemas, and data quality rules. Answers: "How do we structure and store our revenue data?"
Commercial Framework
The business logic backbone—pricing, recognition, territories, and compensation. Includes pricing architecture, revenue recognition policies, territory assignment rules, quota structures, and renewal mechanics. Answers: "How do we turn activity into recognized revenue?"
Business Functions
The five "platonic" functions that RevOps orchestrates (but doesn't own). These functions execute the customer journey across the Möbius arcs.
Product/Service
Defines what exists and what value it creates. Operates across all arcs—from initial positioning (Attract) through delivery and iteration based on customer feedback (Retain). RevOps orchestrates product roadmap visibility and feature enablement materials.
Marketing
Creates awareness and generates demand. Primarily operates in Attract arc but extends into Retain (customer marketing). RevOps orchestrates lead scoring, campaign attribution, and marketing-to-sales handoff.
Sales
Converts prospects into customers. Primarily operates in Engage arc but can extend into Retain (expansion sales). RevOps orchestrates opportunity management, forecasting, territory design, and quota administration.
Customer Success
Ensures adoption, value realization, and customer health. Primarily operates in Deliver and Retain arcs. RevOps orchestrates onboarding workflows, health scoring, renewal management, and expansion opportunity identification.
Finance
Measures, recognizes, and optimizes revenue. Operates across all arcs in parallel to customer-facing functions. RevOps orchestrates booking vs. revenue alignment, quota capacity models, budget allocation, and comp plan administration.
RevOps Maturity Stages
Nascent (0-25%)
Data scattered across disconnected systems. Manual handoffs everywhere. No unified reporting or processes. Each function operates independently with its own tools and metrics.
Developing (25-50%)
Basic CRM hygiene established. Some automation exists. Teams recognize need for alignment but haven't achieved it. Data quality issues persist and reporting is fragmented.
Defined (50-75%)
Single source of truth established in CRM. Consistent processes documented and followed. Core metrics tracked across teams with shared definitions. Key handoffs automated.
Optimized (75-90%)
Comprehensive automation in place. Real-time visibility across entire revenue surface. Teams operate as one coordinated system. Continuous improvement loops identify and fix issues proactively.
Predictive (90-100%)
AI-driven insights and forecasting. Proactive optimization before problems surface. Multiple go-to-market motions supported simultaneously. Organization treats revenue as one interconnected system.
Common Metrics Reference
Quick reference for the most common metrics at each arc-layer intersection.
Attract Arc
Activity:
Campaigns launched, leads generated, content published, ad impressions
Process:
Lead response time, MQL qualification speed, routing time
Performance:
Lead-to-MQL rate, campaign ROI, content engagement rate
Financial:
CAC, marketing spend efficiency, pipeline value generated
Executive:
Pipeline coverage ratio, brand awareness, market share
Engage Arc
Activity:
Calls made, demos delivered, proposals sent, meetings held
Process:
Sales cycle length, time-in-stage, deal velocity
Performance:
Win rate, close rate, forecast accuracy, pipeline conversion
Financial:
New ARR/MRR, ACV, sales efficiency (cost of sales), discount rate
Executive:
Growth rate, pipeline health, capacity utilization
Deliver Arc
Activity:
Projects started, tickets resolved, training sessions completed
Process:
Time-to-value, implementation duration, support response time
Performance:
Activation rate, feature adoption, NPS/CSAT, on-time delivery %
Financial:
Gross margin, services revenue, implementation cost, support cost per customer
Executive:
Customer LTV, payback period, unit economics
Retain Arc
Activity:
QBRs held, renewals processed, expansion conversations, health checks
Process:
Renewal cycle time, expansion velocity, churn identification lag
Performance:
Renewal rate, logo retention, expansion rate, health score
Financial:
NRR (Net Revenue Retention), expansion ARR, churn ARR, LTV:CAC ratio
Executive:
Net retention rate, customer lifetime, advocacy rate, referral pipeline