RevOps + CMO: How to Optimize Programs for Scale with Scenario Planning

In this guide, we’ll walk through how RevOps + CMO leaders can use RevSure to confidently answer strategic questions:

• Where should we reallocate spending in the upcoming quarter for the highest marginal ROI?
• What are the saturation points by channel and by funnel stage where ROI starts to flatten?
• When is it smart to trade volume (e.g., SQLs) for booking yield?

‍

Set the joint objective & create your scenario

“We need to hit the revenue plan while staying within budget.”

What to do in RevSure:

• Go to Marketing Mix Contributions & Scenarios → click + New Scenario.
• Name it for the joint goal (e.g., Q3 Pipeline Acceleration – Paid Search & Paid Social).
• Select a Scenario Objective (maximize Bookings, Pipeline Value, or a stage KPI).
• Use the built-in help text to keep reviews in revenue language (down to bookings).

‍

Pick inputs & review saturation (diminishing returns)

“Where will the next dollar work hardest?”

What to do in RevSure:

• Choose channels (e.g., Google, LinkedIn, Facebook, Twitter).
• Review last quarter’s spend and saturation points for pipeline & bookings.
• Flag any channel at/over saturation as a likely source of funds.
• Note channels below saturation as candidates to scale.

Why this matters: Saturation makes diminishing returns explicit—you stop overspending on channels already at their plateau.

‍

Set next-quarter spend & run quick “what-ifs”

“What if we cut LinkedIn by 10% and increase 5% to Google?”

What to do in RevSure:

• Enter proposed spend per channel or use quick controls (–5%, –10%) to test scenarios rapidly.
• Save 2–3 variants (baseline / conservative / aggressive) for the exec review.
• Re-run anytime as assumptions change (budget, deal size, or conversion). 

‍

Read the Scenario Impact Summary (compare to last quarter)

“Are we improving booking yield even if volumes shift?”

What to do in RevSure:

• Compare Total Spend, Projected Pipeline Value, Projected Booking Volume/Value, and stage volumes to the Previous Quarter.
• Focus on booking yield: it’s common for SQLs to be flat/down while Bookings rise when you move dollars to higher-yield paths.
• Use this view as your RevOps–CMO alignment moment.

‍

Insight: The model has learned from historical data that beyond a certain point, increasing spend doesn’t always lead to more qualified leads. After a certain level, extra spend tends to reach broader, less relevant audiences. If past instances of high spend resulted in lower SQLs due to poor targeting, then the model captures that behavior. 

Even if only the spending was changed, the model evaluates it in the context of all inputs. So the decrease is not just a response to more spend the model reflects how that spending has historically impacted SQL generation in similar scenarios.