From Data to Decisions with David James: Scaling Revenue with RevOps

How David James is Transforming Revenue Operations for Predictable Growth

Revenue growth is no longer a mystery reserved for top sales performers—it’s a science, powered by data, technology, and strategy. In the latest episode of the Revenue Architects Podcast, we sat down with David James, VP of Revenue Operations at Alchemer and board member of Big Wave Technologies, to discuss how modern revenue leaders can architect predictable and scalable growth.

David has spent over 15 years moving from marketing into sales operations and then to revenue operations. His journey took him across industries—from tech and telecom to SaaS and data centers—and taught him how to elevate revenue operations from a tactical function into a strategic engine that drives growth.

Here are the insights he shared that every CXO and revenue leader should consider.

Forecasting Forward: Closing Gaps Before They Appear

One of the biggest challenges David sees in revenue teams is forecasting. Rather than aiming for perfect accuracy, he emphasizes understanding the trajectory of your pipeline. By continuously measuring pipeline health and spotting gaps early, organizations can have meaningful conversations about covering shortfalls—whether that means accelerating deals, pulling in future opportunities, or creating additional events to close revenue.

Aligning RevOps and SalesOps

A recurring theme in the conversation was the distinction between SalesOps and RevOps. While SalesOps focuses on tactical execution—deals, pricing, activity management—RevOps takes a top-down strategic view, connecting daily activities to the company’s growth levers.

David recommends that organizations clearly define the relationship between these functions. SalesOps aligns to what RevOps is trying to accomplish, ensuring that every activity contributes to strategic objectives. The result? A more cohesive revenue engine where both teams are rowing in the same direction.

Leveraging Data to Drive Decisions

David is a self-professed data geek, and he believes that the right data can prevent failures and reveal hidden opportunities. He relies on analytics tools such as Gong and Outreach to surface deals, identify trends, and prioritize accounts. He also uses the sales velocity formula—combining deal size, win rate, pipeline velocity, and opportunity count—to understand which levers will have the greatest impact on revenue.

This approach allows leaders to make data-driven decisions rather than relying solely on intuition. It also empowers sales reps to focus on high-probability opportunities and increases their confidence in hitting quotas.

Experimentation: The Revenue Lab Approach

David’s innovative Revenue Lab is a structured way to test new technology before making large investments. By defining specific use cases tied to the sales motion, he experiments with AI, automation, and workflow tools to see what truly scales.

For example, at Alchemer, David implemented Clay, a backend automation tool that enriches lead data and prioritizes accounts. The results are presented seamlessly in Salesforce, creating a frictionless experience for reps. This experimentation allows him to scale efficiently while avoiding the pitfalls of point-solution overload.

Putting the Seller First

Technology only works if it empowers the sales team. David emphasizes the importance of optimizing the seller experience. By integrating tools into a single platform like Salesforce, reps can access everything they need without switching between apps. This not only improves efficiency but also boosts engagement, reduces friction, and helps teams hit targets faster.

Centralized Yet Collaborative Revenue Operations

Finally, David discussed how revenue operations should interact with other parts of the organization. Whether centralized or distributed, RevOps needs to partner closely with finance, IT, HR, and sales teams. By establishing clear ownership and shared accountability, companies can ensure that planning, analytics, technology, and enablement all work together toward predictable growth.

David James reminds us that predictable revenue comes from focusing on pipeline health, aligning strategy with execution, and using data to drive smarter decisions. Experiment thoughtfully, optimize the seller experience, and keep teams aligned—these are the essentials for scaling revenue successfully.