What is Revenue Operations (RevOps)?
A business function that aligns sales, marketing, and customer success operations to drive predictable revenue growth.
Definition
RevOps breaks down the traditional silos between sales ops, marketing ops, and customer success ops. A RevOps team owns the end-to-end revenue process: lead management, pipeline operations, forecasting, tool administration, data governance, and reporting. The function emerged because companies realized that siloed ops teams create disconnected tech stacks, inconsistent data, and conflicting processes.
Why It Matters
RevOps is the fastest-growing ops function in B2B. Companies with dedicated RevOps teams report better pipeline visibility, more accurate forecasting, and higher conversion rates. The role has moved from a nice-to-have to a core function at most B2B companies with 50+ employees.
Example
A RevOps team at a 200-person SaaS company manages the Salesforce CRM, HubSpot Marketing Hub, ZoomInfo enrichment pipeline, Gong conversation intelligence, and Salesloft cadences. They ensure data flows cleanly between all systems and report on full-funnel metrics.