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Methodology: how sources are chosen and numbers are cited

RevOps for B2B SaaS does not run its own studies. It reads published research and platform documentation, checks the figures against the original, and explains what they mean for a B2B SaaS revenue team. This page sets out how.

Which sources are used?

Sources are used in this order of preference:

  1. Platform documentation, such as HubSpot's knowledge base and Google Ads Help, for how a feature, stage or report works.
  2. Published studies with a stated sample, where the publisher says how many companies or accounts were analyzed. Where a study leaves out its period or how its sample was chosen, the page says so.
  3. Published benchmark tables without a stated sample. These are labeled as benchmarks from their publisher, not as study findings.

Opinion posts are not used as evidence for a number.

Some RevOps questions have no published benchmark with a stated sample. That currently applies to pipeline coverage, forecast accuracy and speed to lead. Pages on those subjects explain the method and give no benchmark figure.

Which sources does the site draw on?

Every study, survey, benchmark and platform page cited anywhere on the site is listed here. Topic pages name their sources in the text and link to this list. Articles carry their own source list as well.

Studies, surveys and benchmarks

Platform documentation

How is a number cited?

Every figure is tied to a named study and publisher: in the sentence, beside the table, or in the source line at the top of the page. The sample and date are given where the source states them, and each article lists its sources in full at the end. Where a study quotes a figure from somewhere else, the original source is named or the figure is left out.

Figures are copied exactly. They are not rounded, averaged across studies or adjusted.

What are the limits of the data?

Much of the published research on revenue operations comes from agencies, consultancies and software vendors analyzing companies they work with. That makes it a convenience sample, not a random one. The companies may be larger, more troubled or more US-based than the market as a whole.

Pages say so wherever such numbers appear. Three further rules apply:

  • A modeled projection is never described as an achieved result.
  • A comparison between two groups of companies is not described as a before and after.
  • A benchmark is a range to compare against, not a target every company should hit.

How are examples and arithmetic handled?

Two kinds of number on this site are not study findings, and both are labeled where they appear.

  • Arithmetic applies a published rate to an example, such as 8% of $5M in annual recurring revenue. The inputs are shown.
  • Invented examples illustrate a method, such as a funnel built backward from a revenue target. They are described as invented.

How often are pages updated?

Every page shows the date it was last updated. A page is revised when a source it relies on publishes a new edition, when a platform changes the feature it describes, or when a reader points out an error.

How are corrections handled?

If a figure on this site does not match its source, the page is corrected and the updated date changes. Substantive corrections are noted on the page.

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