Revenue Operations (RevOps) is the future of B2B growth. It unifies sales, marketing, and success around revenue. Here's the complete guide.

Evolution: Sales Ops -> Marketing Ops -> RevOps

RevOps didn't appear overnight. It evolved:

Sales Operations (1990s-2000s)

Focused on sales team efficiency
Managed CRM, sales tools, reporting
Goal: Help sales close more deals
Limitation: Ignored marketing and customer success

Marketing Operations (2000s-2010s)

Focused on marketing automation and analytics
Managed marketing tech stack, campaigns, attribution
Goal: Prove marketing ROI
Limitation: Sales and marketing still siloed

Revenue Operations (2010s-Present)

Unifies sales, marketing, and success
Manages entire revenue tech stack
Goal: Maximize revenue across entire customer lifecycle
Advantage: End-to-end revenue optimization

The 3 Pillars: Process, Platform, People

RevOps stands on three pillars:

1. Process

Standardized workflows across all revenue teams:

Lead handoff process: When marketing hands to sales
Sales process: Standardized stages and activities
Onboarding process: How success takes over from sales
Renewal process: How success handles renewals
Expansion process: How to identify upsell opportunities

2. Platform

Unified tech stack with shared data:

CRM: Single source of truth
Marketing automation: Integrated with CRM
Analytics: Unified reporting dashboard
Integrations: All tools connected
Data quality: Clean, accurate, accessible

3. People

Cross-functional collaboration:

Shared goals: Revenue, not leads or deals
Cross-functional teams: Work together, not in silos
Communication: Regular revenue meetings
Accountability: Everyone owns revenue

The RevOps Organizational Chart

How to structure RevOps in your organization:

Small Company (10-50 employees)

RevOps Manager: One person manages all revenue systems
Reports to: CEO or VP of Revenue
Responsibilities: CRM, marketing automation, reporting, processes

Mid-Market (50-200 employees)

RevOps Director: Leads RevOps team
Team: RevOps Manager, Data Analyst, Systems Admin
Reports to: Chief Revenue Officer
Responsibilities: Strategy, systems, data, processes, enablement

Enterprise (200+ employees)

VP of RevOps: Executive leader
Teams: RevOps, Sales Ops, Marketing Ops, Data Analytics
Reports to: CRO or COO
Responsibilities: Revenue strategy, tech stack, data governance, team enablement

First Steps to Implementing RevOps

Here's how to get started:

Step 1: Assess Current State

Map all revenue tools and processes
Identify gaps and silos
Document current workflows
Interview teams to understand pain points

Step 2: Define Shared Goals

Move from channel goals to revenue goals
Marketing: "Generate $X in pipeline" not "Generate Y leads"
Sales: "Close $X in revenue" not "Close Y deals"
Success: "Retain and expand $X" not "95% retention"

Step 3: Unify Tech Stack

Consolidate to single CRM
Integrate marketing automation
Connect all tools
Build unified dashboard

Step 4: Create Processes

Document lead handoff process
Standardize sales stages
Define customer success workflows
Create escalation paths

Step 5: Hire or Assign RevOps

Hire RevOps manager or promote internally
Give them authority over revenue systems
Set clear success metrics
Provide training and resources

Measuring Success: The Unified Funnel

RevOps success is measured by the unified funnel:

Key Metrics

Marketing Originated Revenue (MOR): Revenue from marketing
Sales Originated Revenue (SOR): Revenue from sales
Customer Lifetime Value (LTV): Total revenue per customer
Customer Acquisition Cost (CAC): Cost to acquire customer
LTV:CAC Ratio: Target 3:1 or higher
Pipeline Velocity: How fast deals move
Revenue Retention: Net revenue retention rate

Conclusion

Revenue Operations is the evolution from siloed operations to unified revenue optimization. It stands on three pillars: Process, Platform, and People. Start by assessing your current state, defining shared goals, unifying your tech stack, and creating processes. The result? Aligned teams, better data, and faster revenue growth.