What Is Revenue Operations (RevOps)?
Aligning sales, marketing, and customer success operations under one function to drive predictable revenue growth and eliminate silos.
Revenue Operations (RevOps) Explained
Revenue operations unifies the go-to-market teams (sales, marketing, customer success) around shared data, processes, and goals. Instead of each team running their own tools, metrics, and handoffs, RevOps creates a single operational layer.
The core problem RevOps solves is misalignment. Marketing generates leads that sales says are unqualified. Sales closes deals that customer success cannot retain. Each team optimizes for their own metrics while the customer experience suffers at every handoff.
A RevOps team typically owns the tech stack (CRM, marketing automation, analytics), data governance, process design, forecasting, and cross-functional reporting. They report to the CEO or CRO rather than any single department.
Companies with a RevOps function grow 19% faster and are 15% more profitable than those without (Boston Consulting Group). The advantage comes from faster data flow, cleaner handoffs, and unified measurement.
Why Revenue Operations (RevOps) Matters
Revenue leaks happen at handoff points between teams. Marketing-to-sales handoff loses 30-50% of leads. Sales-to-CS handoff causes preventable churn. RevOps plugs these leaks by designing processes that span the entire customer lifecycle.
Common Mistakes
- 1
Renaming sales ops to RevOps without actually integrating marketing and CS operations
- 2
Hiring a RevOps leader before defining the cross-functional processes they will own
- 3
Treating RevOps as a technology role when it is primarily a strategy and process role
Related Terms
Sales Enablement
Providing sales teams with the content, tools, training, and data they need to sell effectively and close deals faster.
MQL vs. SQL
MQL (Marketing Qualified Lead) shows interest through engagement. SQL (Sales Qualified Lead) has been vetted by sales and confirmed as a real opportunity.
Net Revenue Retention (NRR)
The percentage of recurring revenue retained from existing customers over a period, including expansions and contracting, excluding new customers.
AI-Powered CRM
A CRM system enhanced with artificial intelligence to automate data entry, predict deal outcomes, recommend actions, and surface insights automatically.
How Attainment Helps
Frequently Asked Questions
When should a company invest in RevOps?
When revenue is $5M+ and you have separate sales, marketing, and CS teams that are not aligned. Warning signs: leads falling through cracks, inconsistent data across tools, teams blaming each other for missed targets, and no single view of the customer.
What is the difference between RevOps and sales ops?
Sales ops supports the sales team only (quotas, territories, CRM). RevOps supports the entire revenue engine: marketing, sales, and customer success. RevOps owns the end-to-end customer journey, not just the sales portion.
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