Any Comp Plan Is a Behavioral Experiment: Evgenia Vereshchak on RevOps, Incentives, and What Breaks First
From Go To Masters Show by Conversations with GTM experts by Everstage
April 17, 2026 · 26 min · Season 3 · Episode 71
About this episode
Evgenia Vereshchak discusses building a RevOps function, the importance of process before tools, and insights on compensation planning.
Evgenia Vereshchak is the Director of Revenue Operations at Procurify, a spend management platform built for mid-market companies, based in Vancouver. She spent eight years at the company, starting as a BDR before moving into RevOps. On this episode of the Go To Masters Show, she shares what building a RevOps function from scratch actually requires, why process has to come before tools, and what most teams get wrong about comp planning before they ever run the numbers. Why RevOps should never sit under sales, and what happens to long-term revenue health when it does The right order for building RevOps from scratch: ICP clarity and customer lifecycle first, team accountability second, tech stack last Why every comp plan is a behavioral experiment, and why modeling at 50%, 80%, and 100% attainment before rollout is non-negotiable
People in this episode
Guest: Evgenia Vereshchak
Topics covered
- RevOps
- compensation planning
- behavioral experiments
- process vs tools
- revenue health
- team accountability
Keywords
- RevOps
- compensation plans
- behavioral experiments
- revenue operations
- Procurify
- sales process
- tech stack
Mentioned in this episode
Organizations: Procurify
Places: Vancouver
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