Revenue Operations
The function that aligns marketing, sales, and customer success operations under one team — unified data, processes, and technology. The goal: eliminate handoff friction and give leadership one clean view of the revenue engine instead of three conflicting reports.
RevOps exists because the old model is broken. Marketing ops, sales ops, and CS ops each built their own fiefdoms with separate tools, data, and metrics. Leadership got three different revenue numbers and no one could explain why they didn't match.
RevOps isn't just rebranding ops under one team. It's fundamentally about the handoffs — MQL to SQL, closed-won to implementation, renewal to expansion. That's where revenue leaks happen.
The companies that get RevOps right share three things: (1) single source of truth on revenue data, (2) unified handoff definitions and SLAs, (3) one person accountable for the end-to-end journey.
Define ItOther Definitions
“Revenue Operations is the end-to-end business process for driving predictable revenue, using a connected view of all customer-facing teams and integrating the full tech stack.”
“RevOps unifies sales, marketing, and customer success operations under a single function focused on driving revenue growth through aligned data, processes, and goals.”
“Revenue Operations aligns go-to-market teams around data-driven processes and unified metrics, eliminating functional silos that create friction in the buyer journey.”
Revenue Operations unifies go-to-market operations across marketing, sales, and customer success. Gartner emphasizes predictable revenue and tech stack integration. Forrester focuses on aligned data, processes, and goals. SiriusDecisions highlights eliminating functional silos.
Core RevOps responsibilities: (1) Data management — single source of truth for revenue metrics; (2) Process optimization — handoff workflows and stage definitions; (3) Technology — unified tech stack integration; (4) Analytics — end-to-end funnel visibility and forecasting; (5) Enablement — supporting GTM teams with the tools and data they need.
RevOps reports into CRO, COO, or CEO depending on organization structure and scope.
MistakesCommon Mistakes
Rebranding ops without changing structure or accountability
RevOps without executive sponsorship or authority
Focusing on tools/systems instead of handoffs and processes
RevOps team buried in tactical requests, no strategic impact
No clear metrics that RevOps is accountable for
Knowing the definition won't fix the leak.
We find where your revenue engine is broken and show you exactly how to fix it. 6 weeks. Fixed scope.
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