Revenue operations (RevOps) — what it is and how it can help your business

Revenue operations (RevOps)

For years businesses tried to fix their sales funnels by bringing together marketing, sales, and customer service and met with little success. But consumer behavior and business models have gone through big changes in recent years — primarily with the switch to subscription-based business models. The alignment of your company’s people, data, and processes is more important than ever for driving revenue and growth.

Even though getting marketing, sales, and customer service out of their siloes was previously unthinkable, new advances in software have finally given companies the means to do so. The alignment of these business teams is called Revenue Operations (RevOps), and its popularity has been rising sharply.

To help you understand RevOps and why it’s become so popular, this article will cover:

What is revenue operations (RevOps)?

Revenue operations (RevOps) is the integration and alignment of marketing, sales, and customer service to improve the customer experience and maximize revenue. The goal of RevOps is to make revenue and growth more predictable.

RevOps does this by eliminating internal inconsistencies and inefficiencies across formerly siloed departments, processes, and tech stacks to ensure every revenue-generating department is working together on common objectives.

The implementation of RevOps aligns:

  1. People. Sales, marketing, and customer service must all work as a single unified team under a manager ultimately responsible for revenue growth.
  2. Platforms. The RevOps team should work from a single source of truth. This means one software system for customer data across all departments.
  3. Processes. RevOps helps to unify a strategy for branding and messaging, sales tactics, and customer service throughout the entire customer journey.

Benefits of RevOps

Integrating marketing, sales, and customer service has a range of proven benefits. According to LSA Global, aligned companies see 58% faster revenue growth and 72% more profitability than siloed companies. Boston Consulting Group reports that RevOps can lead to a 100 to 200% increase in digital marketing ROI.

This increase in revenue is a product of the following improvements RevOps offers.

The RevOps team — roles, responsibilities, and the skills required

You can form a RevOps team relatively simply. The key is to get started as soon as possible with RevOps and adjust as you grow.

An essential RevOps team includes:

If necessary, you can start with just one new hire — the RevOps manager — and then organize your growing team according to functions as you scale.

RevOps manager

RevOps manager

The RevOps manager, also known as the Director of RevOps, may report to the CRO or directly to the CEO. In smaller organizations, the CRO and RevOps manager may be the same individual. The RevOps manager is responsible for company revenue across all business channels.

The RevOps manager leads an interdepartmental team of managers from marketing, sales, and customer service and facilitates communication among team members. Their specific responsibilities can be grouped into those related to insights, process, systems, and enablement.


The RevOps manager is responsible for gathering data intelligence to inform decisions. This includes:


Another key area for the RevOps manager is developing common strategies and processes for the customer lifecycle. This includes:


Scaling and automating processes through a single tech stack falls under the purview of the RevOps manager. Some of these responsibilities include:


The RevOps manager is also responsible for growing revenue operations within the company. Training people in processes and systems includes:

The best RevOps managers serve as guides for your business. They must be able to drive revenue and growth, solve problems, and communicate with their teams. Here are some desirable skills.

Operations managers

The following operations managers report to the RevOps manager.

  1. Marketing operations manager
  2. Sales operations manager
  3. Customer service operations manager

You want equal representation from the three customer-facing departments responsible for generating revenue — sales, marketing, and customer service. These are not usually new hires but rather existing heads of each department who assume these roles. Their main responsibilities are to share their departments’ data and processes with the rest of the RevOps team, develop solutions together, and help find and fix any problem with their own teams’ performance.

Systems operations manager

Systems operations manager

A good RevOps team should include a systems operations manager. Billing and finance are crucial in the customer lifecycle, particularly within a subscription business model. A unified tech stack for all revenue-generating data and processes is likewise critical. A systems operations manager can be a neutral administrator of your shared software and ensure smooth and proper billing, at least from a technical angle.

Additional RevOps team members

Additional RevOps team members

As you scale your RevOps team and can hire more employees, you may want to consider structuring managerial positions following RevOps functions. Additional team members can include:

Revenue operations metrics

RevOps can only streamline processes if you know how efficient those processes are. You can use several key metrics to evaluate how much revenue your operations generate across departments throughout the customer journey. RevOps teams can identify and remove bottlenecks by analyzing these metrics to maximize value and profits.

The rise of revenue ops

The rise of revenue operations is a reaction to several big changes in the business landscape. Companies can no longer afford to operate in departmental silos, for several reasons.

Recent enterprise automation platforms have enabled the rise of revenue operations. Integrated software solutions now allow marketing, sales, and customer service teams to coordinate and align their efforts, work from one source of truth enterprise-wide, and work towards the same goals.

Revenue ops vs. sales ops

RevOps and sales operations are easily confused, but there are some significant differences. SalesOps supports your sales team and includes lead management, territory planning, and revenue and pipeline forecasting.

RevOps is concerned with managing the end-to-end customer experience across multiple departments. SalesOps is actually a subset of RevOps. The SalesOps manager reports to the RevOps manager.

RevOps dashboard

Revenue operations tools

Your CRM is the main tool for RevOps. Here are some of the capabilities RevOps needs in a CRM.

Getting started with RevOps

Revenue operations aligns income-producing departments in a company, so they’re sharing data and tools and working toward the common goal of offering the customer the best experience possible. It increases efficiency and drives revenue and growth.

Look for the symptoms of disjointed teams and strategies in your business. If you notice your processes for interacting with customers are inefficient or you’re not retaining customers as you should, it’s time to restructure.

The first step when setting up a RevOps team is to gather your revenue data in one place and bring your processes onto one platform.

Adobe Marketo Measure gives you the attribution and analytical tools needed to make data-driven decisions. See how Marketo Measure can help your RevOps team succeed by signing up for a free, personalized demo.