The Challenge
A B2B data platform at Series A stage needed to optimize their marketing budget allocation. They had paying customers across many segments, but couldn't answer a critical question: who are our best customers, and where should we focus?
Their marketing spend was distributed across all segments equally. Sales targeted any company that would take a meeting. The result: unpredictable revenue, high churn in some segments, and no clear path to efficient growth.
The Analysis
We analyzed 315 closed deals across five dimensions:
- Company growth velocity — Hiring patterns over 6 months
- Sales team size — Number of SDRs/BDRs
- CRM platform — Salesforce, HubSpot, Dynamics, etc.
- Geographic operations — Single-geo vs. multi-geo
- RevOps maturity — Number of dedicated RevOps professionals
For each segment, we measured four metrics: median deal size, customer lifetime value (LTV), win rate, and churn rate.
The Key Finding
Companies with exactly 2 RevOps professionals had the highest LTV ($8,750) and lowest churn (25%) in the entire dataset—outperforming every other segment by a wide margin.
RevOps Maturity Analysis
| RevOps Team Size | Median Deal | LTV | Win Rate | Churn |
|---|---|---|---|---|
| 0 RevOps | $500 | $1,400 | 55% | 48% |
| 1 RevOps | $850 | $2,100 | 68% | 22% |
| 2 RevOps | $1,500 | $8,750 | 62% | 25% |
| 3+ RevOps | $2,000+ | Variable | 50% | 55% |
Why 2 RevOps Is the Sweet Spot
Companies with 2 RevOps professionals have:
- Sophistication to use the platform correctly
- Budget and authority to purchase appropriate plans
- Internal champions who advocate for renewal
- Embedded processes that make the tool mission-critical
- Ability to calculate and prove ROI internally
They've moved past the scrappy startup phase (0-1 RevOps) but haven't yet entered enterprise bureaucracy (3+ RevOps)—they're in the "scaling efficiently" zone.
Additional Findings
The Growth Flywheel
We discovered a powerful acquisition strategy: target companies at the "1 RevOps" stage. These customers had:
- Highest win rate (68%) — easiest to acquire
- Second-lowest churn (22%) — strong retention
- Natural expansion path — as they hire RevOps #2, they become $8,750 LTV accounts
CRM Platform Insights
- HubSpot users: 70% win rate, moderate churn — strong product-market fit
- Salesforce users: Higher deal sizes but 48% churn — needed white-glove support
- Dynamics users: 99% win rate — severely underserved market opportunity
Segments to Avoid
The analysis also revealed segments that were actively destroying value:
- 3+ RevOps (Enterprise): 55% churn, 50% win rate — product gaps
- Dual-CRM setups: 58% churn — integration complexity
- Pipedrive users: 7% win rate — unsustainable CAC
Strategic Recommendations Delivered
- Concentrate 40% of budget on "2 RevOps" segment — the bullseye ICP
- Allocate 35% to "1 RevOps" — the growth flywheel that feeds the bullseye
- Implement segment-specific retention programs — different churn drivers require different interventions
- Avoid enterprise until product ready — stop burning money on segments with 55% churn
Not all customers are created equal. A single firmographic variable (RevOps team size) explained more about customer success than company size, industry, or CRM platform combined. Finding your "magic variable" can transform how you allocate resources.
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