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Operating Framework for Revenue Managers

B2B tech’s only dedicated framework for first-line revenue managers – built to empower confident leaders, increase team performance, and drive sustainable revenue growth.

Increasing Revenue Capacity in 2025

The Revenue Manager Lab is a 3-month live, virtual learning experience for B2B revenue managers (pre and post sales) of any seniority level. In collaboration with C-suite revenue leader and best-selling author Todd Caponi, the Revenue Manager Lab has been designed to address key challenges all managers face – from accurate forecasting, to coaching, to driving team performance.

  • Tailored for revenue managers: Unlike generic leadership programs, the Lab addresses the specific challenges faced by first-line managers of revenue teams – both sales and post sales.
  • Cohort-based, live learning: Peer-based learning fosters collaboration and ensures real-time, practical application.
  • Results-driven: Participants will develop stronger forecasting skills, data-driven decision-making capabilities, and the skills to coach teams to high performance.

Enroll for The Revenue Manager Lab

Our 2025 cohorts (spring and summer) have been sold out! We will be back soon with dates for our 2026 cohorts. Contact us to get on the wait list and be the first to know about 2026 dates.

Alternatively, if you’d like to engage in a private, in-house version of the Revenue Manager Lab (listed below), contact us to discuss full details (limited availability for 2025).

Sales Assembly Labs Revenue Manager

Individual Seats

$2,500/seat

  • Corporate Sales Assembly membership not required to enroll

  • Special pricing for Sales Assembly members (use code @ checkout)
  • Discounts for 5 or more seats (contact for special code)

In-house Cohort

Private for your company only

  • Between 4-6 private 75 minute sessions

  • Customized framework aligned to your team’s needs / goals

  • Ideal for between 15-50 participants in the program

Kevin-Piket-Headshot

The Revenue Manager Lab gave me a clear framework for coaching and forecasting. Iโ€™ve seen immediate improvements in both my teamโ€™s performance and our revenue. The peer-based format made it even more valuable!

Kevin Piket, Ascend Technologies

Program Leader

Todd Caponi

Todd Caponi is the author of what Book Authority had ranked as the 6th best sales book of all time, The Transparency Sale, as well as the award-winning book, The Transparent Sales Leader. Todd is a multi-time C-Level sales leader, a behavioral science and sales history nerd, and has led through two companies with successful exits.

As Principal of Sales Melon LLC, Todd teaches revenue organizations and their teams on ways to leverage transparency and decision science to maximize their revenue capacity.

Course Curriculum

The curriculum is designed to tackle the most important aspects of revenue management, including forecasting accuracy, deal coaching, team engagement, and building a culture of high performance

Each module is designed to build upon each other, creating a comprehensive framework that can be applied in the participantโ€™s day-to-day.

Module 1: Foundation for Maximizing Revenue Capacity

Key Result

Clarity of purpose with a framework for planning & results

Session Overview

As a sales professional, we always have a process, a framework, a structure. As a revenue manager? A true framework doesnโ€™t exist, and as a result, most managers feel more like a dog chasing a car down the street, never knowing what direction itโ€™s headingโ€ฆinstead of being in control.

So, weโ€™ve built a framework for maximizing revenue capacity – optimized by behavior science, on a bed of transparency. Once in use, managers can see the holes before they are formed, maximize the effectiveness of each element, and be able to plan and lead more efficiently.

Main Learning Objectives
  • Understand the five key responsibilities of a first-line revenue manager.
  • Learn to plan, strategize, communicate, and maximize team performance using the Five Fโ€™s Revenue Capacity Framework.
  • Gain the tools and mindset to maximize leadership impact.
  • Develop a structure to ensure communication consistency with leaders, employees and teams.

Key Result

Use correct inputs & buyer behavior for better revenue predictions

Session Overview

Through the lens of the history of the sales profession, so many of our challenges today are the same as they were a hundred years ago – except for one – the revenue leader of the early 20th century didnโ€™t have as much trouble forecasting as leaders do today. They didnโ€™t have a CRM, they didnโ€™t have conference calls, they didnโ€™t even see their reps who were out selling in the field, and yet they were better able to predict than the modern revenue leader. How is that possible?

In a case of โ€œwhat history got right that we got wrongโ€, revenue managers need to make simple shifts to our forecasting mindset, culture, and proactive metrics, and the results are stunning. Weโ€™ll learn those lessons here!

Main Learning Objectives
  • Learn the simple shifts to take in the approach to forecasting to ensure accuracy.
  • Understand the lens by which any leader and their teams predict buyer states.
  • Identify tactical shifts to be taken to establish a culture of forecasting within the team.
  • Master โ€œThe Results Formulaโ€ for prioritizing Key Performance Indicators (KPIs).

Key Result

Accurately incorporate data and insights to strengthen revenue health

Session Overview

As a revenue leader, it feels like every peer measures something different, applies those metrics in their own way, and pushes their teams toward attainment without any real consistency. The result? Messes of data and teams that struggle to focus on what truly matters. Letโ€™s be honest – metrics can be overwhelming, and without a clear path, theyโ€™re just numbers on a dashboard.

In this session, weโ€™ll go beyond just gathering numbers. Weโ€™ll dive into how to leverage data holistically, avoiding the common mistake of using metrics in silos. Youโ€™ll learn the three core ways to read the story behind your metrics so you can truly understand the state of your business and guide your team with clarity. By the end, youโ€™ll have the tools to prioritize coaching and enablement based on solid data, and more importantly, youโ€™ll know exactly what to measure, how to measure it, and how to use it to drive consistent revenue growth.

Main Learning Objectives
  • Understand the four core, universal metrics that directly contribute to results as a revenue manager.
  • Identify the mistakes many make in using metrics in silos and how to avoid them.
  • Examine the three core ways to use metrics to truly understand the state of your business, to see the true opportunities to prioritize coaching and enablement, and to help your team see a clear path to revenue growth.

Key Result

Have a structure to follow for proper deal diagnosing & rep coaching

Session Overview

When it comes to leading a team, a critical skill is being a good โ€œcoachโ€. But what does it actually mean? Coaching on what? Being a good revenue leader and coach means having the wherewithal to be able to identify opportunities for improvement, match those up with knowing what behaviors lead to success, prioritizing those opportunities at an individual level, building confidence in the reps, providing them tools and skills, and reinforcing good behaviors.Thatโ€™s a lot!

In this session, participants will learn the foundations that lead to the most successful outcomes. Participants will also be given a simple framework for reviewing deals that illuminates the true gaps, prioritizes them, and then helps to strategize those opportunities to successful outcomes.

Main Learning Objectives
  • Define what it means to be a good coach.
  • Discuss the role of a revenue leader in developing a team.
  • Step-by-step process for Identifying gaps in real-world deals and prioritizing solutions.
  • Exercises to apply the framework.

Key Result

Gain actionable strategies to improve your team’s efficiency and a set of interview questions you can apply to any future hiring process.

Session Overview

The most valuable asset your team has to convert to value is their time. In this session, leaders will learn how to maximize their teamโ€™s time efficiency with a framework designed to eliminate the โ€œscience projectsโ€, along with a powerful concept called “extreme firmographic sprints.” Additionally, they will gain insights into improving their hiring process by mastering effective interview questions and the art of listening for key signals to identify the right talent.

Main Learning Objectives
  • Learn a structure to optimize how your team spends their time for maximum revenue generation.
  • Understand the concept of “extreme firmographic sprints” and how to use them to focus efforts effectively.
  • Gain insight into the top ten interview questions to ask potential hires and how to evaluate responses.
  • Discover ways to optimize the value derived from interviews, ensuring you hire the best fit for your team.
  • Apply practical concepts to immediately improve team efficiency and enhance hiring success.

Key Result

Maximize engagement & effort through culture & communication

Session Overview

As a leader, youโ€™ve probably noticed that engagement and motivation feel elusive, like trying to catch lightning in a bottle. We all want teams that go above and beyond, but how do you get there? Most leaders end up winging itโ€”throwing out incentives, hoping something sticks, and never quite sure what drives true engagement. That was me, tooโ€”until I realized that inspiration isnโ€™t a guessing game, itโ€™s a science. So I put together a simple model for maximizing engagement and intrinsic motivation, built on the foundations of culture and human psychology. Suddenly, I could see exactly what motivated my team and what didnโ€™tโ€”and it worked.

Now, rather than struggling to keep my team inspired, I had a way to steer engagement with intention. In this session, weโ€™ll go through how to create an environment where discretionary effort isnโ€™t just a bonus, but the norm. Youโ€™ll learn to foster a culture that doesnโ€™t just get work done but inspires people to bring their best, day in and day out. Youโ€™ll walk away with strategies to build the kind of magnetic workplace where engagement is automatic, and effort feels effortless.

Main Learning Objectives
  • Understand the P.R.A.I.S.E. model of intrinsic inspiration.
  • Learn the six categories that drive true engagement and how to recognize and maximize each.
  • Gain insights into creating environments where discretionary effort is maximized.
  • Develop company-specific approaches to create a magnetic workplace.

About the Experience

Over the course of 3 months, participants will engage in dynamic, live sessions where practical, real-world strategies are at the forefront. The Lab isnโ€™t just about learningโ€”it’s about immediate application, with hands-on tools, personalized support, and peer-to-peer collaboration all focused on driving impact.

  • Live, Interactive Sessions
    6 live, 75-minute sessions over 3 months – designed to provide hands-on learning and real-time feedback

  • Built for first-line Managers
    Tailored for managers across Sales, Customer Success, and Account Management

  • Evidence-Based Framework
    Built on proven methods, data and real-world experiences from the front lines

  • Office Hours
    Participants can access office hours for additional support, helping to deepen their understanding of the material and troubleshoot challenges

  • Tools and Resources
    The Lab includes practical tools like workbooks and structured resources to help participants implement their learning

  • Modern Curriculum
    Designed with the latest insights and best practices across B2B, ensuring participants are equipped with current tactics and strategies

  • Peer Support
    The cohort-based format encourages collaboration, allowing participants to exchange ideas and strategies with peers

FAQs

The Revenue Manager Lab is specifically designed for first-line managers of Sales, CS, AM, and XDR teams – perfect whether someone is a new manager, or seasoned.

The Lab is led by Todd Caponi, a C-suite revenue leader, best-selling author, and behavioral scientist with extensive experience in scaling revenue organizations.ย  The framework and specific sessions have been designed based of off research and decades of direct operational experience.

Absolutely not!  The Lab is a framework, built for any first-line managers, regardless of tenure.  Regardless of how many months or years you’ve been a revenue manager, you will get significant value out of the curriculum and community. 

Unlike generic leadership training, the Revenue Manager Lab is built specifically for revenue leaders, focusing on challenges like forecasting, coaching, and data-driven decision-making.ย  It’s also all delivered through a live, peer-based learning format versus an un-engaging on-demand format.

Participants will gain a clear framework for planning and driving results, improve revenue predictions through better inputs and buyer behavior, and strengthen team performance by incorporating data and insights. They’ll also learn to prioritize metrics, coach effectively, and foster a culture that maximizes engagement and effort.

Cohort #1 starts on February 20th, 2025.  Session dates are:โ€Œโ€Œโ€Œโ€Œโ€Œโ€Œโ€Œโ€Œโ€Œ Session 1 (2/20); Session 2 (3/6); Session 3 (3/20); Session 4 (4/3); Session 5 (4/17); Session 6 (5/1).

Cohort #2 starts on July 10th, 2025.  Session dates are: Session 1 (7/10); Session 2 (7/24); Session 3 (8/7); Session 4 (8/21); Session 5 (9/4); Session 6 (9/18).

Enrollment is open for both cohorts now (can assign specific participants to the cohort up to 30 days before start date)

Yes, for all eligible participants

Each cohort is limited to 50 participants to ensure an intimate and collaborative learning environment.

One seat into the Lab costs $2,250 per seat for Sales Assembly members ($2,500 per seat for non-members). Special pricing is available for companies who enroll 5+ seats (across either / both cohorts) at once.ย  Individuals can also enroll directly, and likely use their company’s personal development allowance to fund their seat (if their company offers that benefit)

No!ย  Individual managers are welcome to enroll themselves directly on the website, and companies can enroll one or multiple of their managers across either cohort.ย  Corporate Sales Assembly membership not required (though members do get preferred pricing)

Of course!  If you’re buying 1 or multiple seats on behalf of your company, you have up until 30 days before the cohort begins to “assign” the seat(s) to the specific participants. 

Yes.  Sine we have a strict number of seats available, once you purchase a seat, that sale is final.  However, keep in mind you can determine the exact participant (who will use the seat) up until 30 days before the specific cohort begins)