#20 - How Scrive handles GTM, AI, and Acquisition Integration, with Elis Olsson.

Some people fall into RevOps by accident...others end up running
it for a company that just acquired a "competitor".





That’s the case for Elis Olsson, head of revenue operations at
Scrive, Sweden’s fast-growing contract management platform.





We sat down to talk about:





- What revops really looks like when it touches sales, cs,
marketing, and finance





- The realities of post-merger CRM migration





- And of course… commissions





Here are a few of my favorite takeaways from our chat





1. Revops isn't just sales support


at Scrive, Elis's team is involved across the entire customer
journey. This includes building go-to-market processes and
supporting finance with billing tooling


his work also includes due diligence and post-acquisition
integration (like migrating crms in-house with no external
consultants)





2. Commissions should be simple


Elis keeps commission models clear and motivating: AEs earn
from arr + one-time fees, SDRs are paid for meetings and referred
arr, and CS reps are rewarded for expansions and churn reduction


His rule: “reps should know how much they’ll earn when they
close a deal, without needing a spreadsheet”





3. Vertical + size-based sales structure


Scrive combines vertical specialization with company size
tiers: enterprise and mid-market get dedicated reps, while SMB is
served through partners or self-serve


that dual structure feeds into inbound, outbound, and ABM
motions, especially strong in the Nordics where Scrive is a
well-known name





4. Ai is coming, but humans still have the edge


while Scrive is exploring large language models for internal
automation, Elis believes humans still outperform ai in cold
outreach...for now


tools like Gong and Chorus are his top picks for enabling ai in
sales because of the rich data they provide from meetings





5. When it comes to commission plans


uncapped > capped


simple > complex


one or two KPIs > eight different targets


and yes, he budgets commissions at the rep level to align
incentives with growth





His closing thought?


“build for what humans do well, and let AI handle the rest”





if Scrive becomes Sweden’s next unicorn, you’ll know why