Last updated on Wednesday, June 18, 2025
Most teams think about pipeline in one way: new deals. What’s coming in, how much it’s worth, and how likely it is to close.
That makes sense. But it’s not the full picture, especially for companies with usage-based pricing.
For them, what happens after the deal is just as important. In fact, it often becomes a second pipeline. One that RevOps can’t afford to ignore.
When you sell something like software, infrastructure, or APIs based on usage, revenue doesn’t show up all at once. It builds over time. The contract sets the stage. But the real revenue comes from how customers actually use the product.
This means RevOps needs to monitor consumption just like they monitor sales. You’re not just forecasting bookings anymore. You’re forecasting usage patterns, by product, by account, by segment.
And unlike deals, usage isn’t a one-time event. It ebbs and flows. It changes with customer behavior. That makes it harder to predict, but also more valuable when you get it right.
Many RevOps teams have already started to think of consumption like a second pipeline. They treat it as a live revenue stream, not just something for finance to report on later.
RevOps tracks how usage compares to targets. Sales teams watch for signs of growth (or slowdown) in key accounts. CS and account teams look for ways to guide adoption.
The work is cross-functional. But RevOps is often the team that connects it all. They bring structure to what would otherwise be scattered data and gut instinct.
This isn’t a “nice to have.” If you’re selling usage-based products and not tracking consumption with the same care as your core pipeline, you’re flying blind.
That second pipeline tells you:
It also helps you plan capacity, understand future cash flow, and guide pricing decisions. All from the same data.
Trying to manage this in spreadsheets or scattered reports doesn’t work. It’s too slow and too manual. Teams need a system that:
That’s what revVana helps with. We don’t just show you what happened. We help you see what’s coming, across both pipelines.
Your first pipeline gets the attention. But the second one might hold the keys to your growth. If you’re not treating consumption like a pipeline, you’re probably missing something.
A lot of revenue teams are betting on AI right now. And on paper, that makes sense. AI can analyze data faster than any human. It can spot patterns, flag risks, and even forecast revenue. But here’s the thing: none of that matters if your foundation is broken. And for most RevOps teams, it still is.
Enterprise companies are dealing with more revenue pressure than ever. And not just because markets are unpredictable. It’s the complexity, layers of systems, long sales cycles, endless handoffs, and a flood of data that doesn’t always line up. Missed renewals, stalled deals, and inaccurate forecasts don’t just hit the quarter. They ripple across the business. Revenue isn’t just something to hit. It’s something to run with precision.
Predictable revenue is the goal for most businesses. But the way companies get there can look very different. What works for one industry might fall apart for another, especially when revenue is tied to usage, long sales cycles, or project delivery.