Revenue Operations
The strategic integration of marketing, sales, and customer success operations to drive efficient, predictable revenue growth.
Definition
Revenue Operations (RevOps) is an organizational function that aligns marketing, sales, and customer success operations under unified processes, technology, and data. Rather than each department operating independently with separate tools and metrics, RevOps creates cohesive systems that track the entire customer lifecycle.
RevOps teams typically own the tech stack, data governance, process optimization, and cross-functional reporting that enables revenue predictability.
Why It Matters
RevOps eliminates the handoff friction between marketing, sales, and customer success that loses deals and damages customer experience. When all revenue functions share data and processes, growth becomes more predictable and efficient.
For marketing leaders, RevOps partnership ensures their efforts connect directly to revenue outcomes with clear attribution and accountability.
Examples in Practice
A company implements RevOps, unifying their CRM, marketing automation, and customer success platforms. Lead-to-revenue tracking improves from 40% to 95% visibility, enabling data-driven investment decisions.
Marketing and sales alignment issues disappear after RevOps establishes shared definitions, SLAs, and unified reporting—both teams finally see the same numbers and work toward common goals.