Go To Masters Show

There's a version of RevOps where the leader shows up on day one with the playbook from their last company, ready to install it. Jelle Berends has watched that instinct fail more times than it works.

Jelle is VP of Revenue Operations at Oyster, the global employment platform. Before Oyster he ran GTM strategy at Miro, and before that he spent five years at Adyen building the RevOps function from one person to a 65-person global team. He joins GoToMasters for a conversation about what it actually takes to build a RevOps function from zero, and what most leaders miss when they try.

He breaks down the three phases he lived through at Adyen: foundation building (setting up systems, cleaning data, defining ways of working while no one feels the benefit yet), hypergrowth (expanding scope into enablement, pricing, and dealdesk as new problems surface), and global rebuild (rethinking the org design once you're operating at 3,500 people instead of 500). He gets into why comp belongs in RevOps because that's where the forward-looking story lives, why quick wins are the fastest way to earn a seat at the table in year one, and why AI's biggest impact on RevOps won't come from supporting the existing job — the real shift comes when the sales org itself gets designed around agents from the start.

If you're building a RevOps function, inheriting one, or trying to move it into a more strategic seat, this one's worth your time.