The RevOps Advantage: How to Maximize Your Revenue Team’s Potential
Amy Osmond Cook, Ryan Westwood, and Bala Balabaskaran
Peakpoint Press (September 2025)

“Potential” means “you ain’t done it yet.” Darrell Royal

I agree with Coach Royal. Few (if any) organizations maximize their revenue potetntial but most (if not all) of them can increase it substantially if (HUGE “if”) their leaders achieve and then sustain a decisive competitive advantage. In this potentiazlly invaluable book, Amy Osmond Cook, Ryan Westwood, and Bala Balabaskaran thoroughly explain HOW to do that.

They also explain why almost any organization needs high-impact RevOps, why they also need effective RevOp leaders to achieve success, and what the current state of Revenue Operations is in 2025.

More specifically, they will help you and your organization to achieve strategic objectives such as these:

o Using the FACTOR Framework for RevOps success
o Complete revenue forecasting and planning
o Establish and sustain alignment at all levels and in all departments
o Centralize data processing within the “revenue engine”
o Focus on high-impact technology in that “engine”
o Manage the optimization and execution processes
o Maintainting accurate measuremen of revenue impact within The GrowthOps Framework

I agree with Cook, Westwood, and Balabaskarant that in today’s VUCA business world, Revenue Operations is the equivalent of the fastest, most efficient pit crews in competition at the Indianapolis Motor Speedway. “Just as their precision and innovation transformed pit stops into a fine-tuned, choreographed dance that wins races, RevOps unites sales, marketing, finance, and customer success into a synchronized engine of growth. RevOps wins the revenue race.”

Extending the comparison, they add that “when seamless coordination and split-second precision define success, RevOps is the ultimate advantage for getting ahead and staying ahead of the pack.”

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I commend Amy Osmond Cook, Ryan Westwood, and Bala Balabaskaran on their brilliant, substantial contributions to thought leadership throughout the global marketplace.  I highly recommend this material to all C-level executives and those who aspire to become one as well as to others who are now preparing for a business career or have only recently embarked upon one.”

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Here are two suggestions while you are reading The RevOps Advantage: First, highlight key passages. Also,  perhaps in a notebook kept near-at-hand (e.g. Apica Premium C.D. Notebook A5), record your comments, questions, and action steps (preferably with deadlines). Pay special attention to the Introduction as well as to the paragraphs that conclude each of the 14 chapters.

These two simple tactics — highlighting and documenting — will expedite frequent reviews of key material later.