Any Comp Plan Is a Behavioral Experiment: Evgenia Vereshchak on RevOps, Incentives, and What Breaks First
April 17, 2026
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 doesThe right order for building RevOps from scratch: ICP clarity and customer lifecycle first, team accountability second, tech stack lastWhy every comp plan is a behavioral experiment, and why modeling at 50%, 80%, and 100% attainment before rollout is non-negotiable
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
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