Why Revenue Operations Is the Key to Scalable Growth

If you sit in enough board meetings at growth-stage software companies, you start to notice a pattern. The conversation almost always comes back to the same thing: pipeline, predictability, and execution.

In other words, revenue operations.

It is the connective tissue behind every go-to-market motion, yet it is often the least resourced function in the room. York IE’s operating platform was built to solve exactly this challenge, bringing scale, structure, and execution to RevOps teams that are expected to do more with less. It is a dynamic I came to understand firsthand as an operator, and one that ultimately drew me back to the York IE team.

I first met the York IE team in 2021, when I was leading a research and consulting team at Technology Business Research, a Hampton, New Hampshire based technology market research and consulting firm. We had the ambitious goal of productizing one of our service lines into XaaS Pricing, a software product for B2B software and services pricing professionals. I didn’t know the first thing about developing software products, but I knew enough to know what I didn’t know. I first caught wind of York IE via an announcement I saw on LinkedIn about Fuel, and reached out to learn more and to explore ways to work together. Fast forward a few months, and with the help of York IE’s R&D team, we were launching our beta version of XaaS Pricing to hundreds of users.

Shortly thereafter, my career then took me from the consulting side to the vendor ecosystem. I had the opportunity to run North American Sales Operations for Automation Anywhere and subsequently join Contextual AI, a Series A enterprise AI platform startup, as the firm’s founding Head of Revenue Operations. Those experiences gave me a deep appreciation for the constraints and challenges that CROs and revenue operations teams at early stage startups face. Every day as a team of one I was juggling a broad list of strategic priorities and putting out little fires. I’d run from a customer call where I was acting as Deal Desk and negotiating T&C’s, to a meeting about updating our lead routing rules, and then spend that night polishing the board materials for the next week’s board meeting. In every company presentation I gave, I shared the same image of a plane flying while its wings were being put back on. Because that’s what we were doing.

Which is why York IE’s Operating Platform evolution resonated so strongly with me when I got the chance to reconnect with the team early this year. What started as a small-but-mighty advisory services function had evolved into a comprehensive Operating Platform, with a full suite of capabilities and a scaled operating model for helping B2B SaaS companies grow. Given my experience as a solo Head of RevOps, the value resonated immediately.

In my role as an operator, go-to-market was always the topic that consumed the most executive and board-level mindshare in our strategy meetings. As York IE’s 2026 State of Value Creation Benchmark highlights, this wasn’t unique to my situation. Just under 75% of respondents in the benchmark said that they spend the most time on GTM, and two-thirds cited pipeline generation as a top priority. I feel this in my bones as the person that was responsible for the outbound BDR team and BDR sourced pipeline target at Contextual AI. There was never enough time in the day to implement signal-based campaigns in Clay or refine target lists and sequence messaging.

It’s no surprise to me, given my own experience and this benchmark data, that the York IE team continues to grow and that resource-constrained Revenue Operations teams are increasingly turning to York IE as a strategic partner to help them devise and execute on their go-to-market plans. The foundation has already been built. The operating platform is in market. And the demand from operators is real.

I always knew my career would bring me back from the Silicon Valley startup world to the New Hampshire technology ecosystem. It was just a matter of when and how. I had long hoped I would get the chance to reunite with the York IE team, even if just as a return client embarking on my next startup journey.

So when the opportunity arose to join the team and help scale and further evolve York IE’s capabilities in Sales and Revenue Operations, it was an easy decision. I could not be more excited to dig in and help operators translate strategy into execution and ultimately drive enterprise value through optimized Revenue Operations.