Fifth Rule: Target 10:1 Core Field Sellers per Revenue (Sales, Commercial) Operations Resource

Smart manufacturers and distributors are making bold investments in solution offerings and operations, but few have yet to deploy the full power of commercial models to drive higher long-term valuation.

Driving Value: Alexander Group Rule of Five

Leveraging higher growth and profitability.

Alexander Group’s extensive and timely research indicates that manufacturers and distributors who adhere to the “Rule of Five” valuation model can consistently outpace competitors and enjoy premium valuations. Based on over 100 interviews with leading executives, revenue-focused client projects, and industry research using hundreds of datasets, here are five key rules that will unlock the power of your commercial model.

Part 1 of this series focused on the first rule, keeping seller-to-sales manager ratios below 10:1 as those companies that do are able to provide more oversight and training while leveraging sales opportunities. Part 2 discussed the second rule, how >10% of revenue should be derived from new products as firms that abide by this rule achieve 2% higher growth, leading to a 10%+ higher revenue over a five-year time span. Part 3 highlighted the importance of investing 0.8%+ of revenue in digital tools for commercial functions to gain a higher return on incremental sales growth. Part 4 discussed targeting a 10% attrition rate for core sales teams.

Part 5, will explore the ratio of revenue operations resources per core field seller.

What are the five rules of above-market valuation?

  1. Front-line Sales Managers per Core Field Seller
  2. Percent of Revenue from New Products
  3. Percent of Revenue Invested in Digital Tools for Commercial Functions
  4. Core Sales Team Attrition Rate
  5. Revenue Operations Resource per Core Field Seller ratio

5. Core Field Sellers per Revenue (Sales, Commercial) Operations Resource

Target: 10:1

Companies that are not leveraging Revenue Operations (RevOps) teams (traditionally Sales and/or Commercial Operations) miss an opportunity to optimize customer segmentation, account planning, sales resource allocation, goal setting, and performance metrics. Without a centralized RevOps team, sales teams often lack coordination, which inhibits growth.

Top performers realize that a centralized and empowered RevOps team drives higher growth and lowers overall cost. Their RevOps functions focus on the highest impact needs, including strategy, efficiency and analytics. With RevOps as the central driver, they install a capable leader to build out the role, align with business strategy, and foster cross-functional collaboration.

RevOps is proving to be a critical investment for leading companies, resulting in a 23% lower expense-to-revenue ratio, 31% higher year-over-year revenue growth, and a 17% higher share of the revenue from new customers. Importantly, M&Ds with RevOps teams achieve more efficient sales to expense ratios even with the added resources and investments required to field the function.


23% Lower Expense-to-Revenue Ratio

31% Higher Year-over-Year Revenue Growth

17% Higher Share of the Revenue From New Customers

To gain additional insight on this topic and more, sign up for the complimentary manufacturing and distribution virtual roundtables that are held throughout the year. For more information on how you can generate higher growth and profitability, please contact an Alexander Group Manufacturing and Distribution practice leader.


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PART I: Rule of Five Series for Higher Growth and Profitability – Front-line Sales Managers per Core Field Seller

PART II: Rule of Five Series for Higher Growth and Profitability – Percent of Revenue from New Products 

PART III: Rule of Five Series for Higher Growth and Profitability – Invest 0.8% of Revenue in Digital Tools and Commercial Functions 

PART IV: Rule of Five Series for Higher Growth and Profitability – Target 10% Attrition Rate for Core Sales Team

Manufacturing/Distribution Leaders: How We Help

Research Participation: Manufacturing & Distribution Industry Trends

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