Revenue Operations (RevOps)


Revenue Operations, or RevOps, is the strategy that focuses on increasing revenue by aligning your marketing, sales, and customer service teams. The goal is to improve operational efficiency, reduce costs, eliminate silos, and provide your team with the information they need to succeed by using a data-driven approach. There are four key components of RevOps: people, process, technology, and data. By utilizing these components, CMOs and marketing leaders can gain insight into customer behavior, preferences, expectations, and preferences to deliver the right messages to the right audience at the right time.

While sales and RevOps are related, they are, in fact, separate disciplines. Sales focuses on closing deals, while RevOps focuses on the overall strategy to increase revenue across all teams. Sales teams have traditionally been focused on the bottom line and short-term revenue goals, while revenue operations teams look at the big picture – from customer acquisition and onboarding to retention and expansion. By working together, sales can benefit from the long-term growth strategy of RevOps, and RevOps can benefit from the short-term revenue goals of sales, along with greater insight into the customer.

Additionally, the integration of technology is a crucial component of RevOps. As the world becomes increasingly data-driven, companies need tools that can provide a way to collect, analyze, and interpret data. Many companies use customer relationship management (CRM) software to assist with this process. However, to get real value from the collected data, the technology must be linked across platforms. This is where RevOps comes in, integrating all of these platforms into a single customer-facing solution.

RevOps also allows for a more personalized customer experience, which is becoming increasingly important to buyers. By gathering data from different sources, such as web analytics, marketing automation tools, CRM, and customer service platforms, RevOps can deliver the personalized messaging at impressive times to the right customer. This is a powerful way to build loyalty and create advocates out of your customer base.

In summary, RevOps is the emerging discipline that seeks to align sales, marketing, and customer service operations to improve the overall revenue strategy of a company. It’s critical for CMOs and marketing leaders to understand how RevOps and Sales are different, yet work together for the greater growth of the business. By integrating people, technology, data, and processes, RevOps can improve operational efficiency, reduce costs, eliminate silos, and increase revenues over the long term.


The Agile Brand Guide to Marketing Operations is now available in print, digital, and audio formats.