Revenue Operations.

Revenue operations (RevOps) is the business function that breaks down silos between marketing operations, sales operations, and customer success operations — unifying their data, processes, technology, and goals under a single revenue mandate. RevOps emerged as organisations recognised that fragmented GTM functions create data gaps, misaligned incentives, and duplicate tooling.

Core Responsibilities

RevOps owns the end-to-end revenue tech stack (CRM, MAP, sales engagement, CS platforms), data integrity across systems, revenue reporting and attribution, process design for handoffs between teams, and GTM enablement (onboarding, training, playbooks). The RevOps leader (CRO or VP RevOps) typically reports directly to the CEO.

Attribution as a RevOps Problem

Multi-touch attribution — determining which marketing touchpoints influenced a closed deal — is a classic RevOps problem because it requires clean data flowing through CRM, marketing automation, and product analytics simultaneously. Revenue attribution failures almost always trace to data hygiene problems owned by RevOps.

RevOps vs. Sales Ops

Sales ops historically owned CRM administration and quota management. RevOps expands this scope upstream to marketing (lead flow, MQL/SQL definitions, campaign attribution) and downstream to CS (expansion revenue, churn tracking, health scores). The shift reflects that 60-70% of B2B revenue now comes from existing customers.