Siloed teams, messy data and systems that don’t talk to each other. It slows everything down and frustrates your soon-to-be clients. RevOps fixes that by methodically aligning people, processes, and systems around the customer journey. Here’s how.
Modern B2B buyers expect a smooth and efficient experience. They don’t care how your teams are structured, or which system handles each stage of their buying process. They care about getting results.
Providing this kind of experience, and the expected results, is demanding for suppliers. But in no way impossible.
Why is RevOps key to scalable, predictable B2B growth?
Let’s not overcomplicate it. Most B2B companies are working with fragmented systems and siloed teams, struggling to map out and service clients throughout the customer journey.
Every time customers, tasks, or data move between departments momentum is lost, but no one’s quite sure why or what to fix first.
Where are the gaps in the customer journey? What’s not working in our marketing and sales processes? Why can’t we create predictable growth? How do we create a consistent customer experience from first touch to loyal, repeat buyer?
RevOps is a structured way to prioritize and fix customer journey gaps
Revenue Operations gives you a structured way to figure out your challenges and fix what is broken. However, RevOps is not about applying a one-size-fits-all solution and expecting immediate results.
It is a strategic mindset and way of working that enables long-term, sustainable change. But it only works when both teams and leadership are aligned and committed. It requires time, focus, and consistent effort to succeed.
We’ll share some real-life examples from our clients below.
What is Revenue Operations?
Revenue Operations (RevOps) is a strategic approach that unifies sales, marketing, and customer success into one cohesive unit. It aligns people, processes, systems, and data around the customer journey, from the first touch point to closed deals and beyond. It’s not just about centralizing reporting or automating a few handoffs.
Instead of siloed teams optimizing their own KPIs, RevOps creates shared accountability across the entire funnel. It’s not about adding more tools and processes. It’s about making your existing tools and methods work together, both strategically and operationally.
RevOps makes that possible by:
- Creating shared goals, definitions, and accountability across departments
- Unifying teams, data, and systems around the entire customer journey
- Turning your CRM and other systems into tools that actually drives growth
Three metrics to measure and improve with Revenue Operations
These are three important metrics for business growth where RevOps can create a positive impact.
Customer Acquisition Cost to Lifetime Value (CAC:CLTV)
RevOps reduces acquisition costs by tightening handoffs and boosting conversion. It also supports customer success with better onboarding and retention workflows, improving CLTV.
Sales Velocity
Manual steps are eliminated, lead routing is automated, and sales reps are able to focus on building relationships rather than administration. Deals move through the funnel faster and with less friction.
Forecast Accuracy
Clean, centralized data creates a single source of truth. Lifecycle stages are tracked consistently. Reporting becomes clear and trustworthy across the organization.
Don’t hesitate to reach out to us to get a few examples specifically for your business.
Three use cases where RevOps made a difference
1. Marketing generates leads, but sales reps don’t follow up
The Problem:
Marketing runs paid campaigns and captures Marketing Qualified Leads (MQLs) through gated content. But sales often respond too late, ask irrelevant or repetitive questions, or don’t follow up at all. Meanwhile, there’s no shared definition of what makes a lead qualified. This leaves both teams misaligned and the leads wasted.
The RevOps method:
A shared MQL definition is established and documented. Lead scoring is set up in HubSpot, Marketo, Salesforce, Pardot or whichever CRM/MA system you use.
Marketing attracts relevant leads. Sales receive real-time notifications when an MQL hits threshold, with lead source and engagement history attached. Follow-up SLAs are built into the CRM and monitored through dashboards.
The Result:
Leads are followed up within minutes, not days. Conversion rates improve. Sales and marketing start trusting each other again.
2. Sales pipeline forecasts are inconsistent across teams
The Problem:
Each region or business unit has its own method for tracking pipeline. Head of Sales is constantly updating spreadsheets by hand, and forecasts rarely match reality.
The RevOps method:
All sales teams align on a single opportunity stage model and lifecycle definitions. Custom fields are replaced with standardized objects in systems like Salesforce. Revenue projections are built into dashboards using consistent definitions.
The Result:
Forecasts become accurate and transparent. Leadership gets early warnings when deals are slipping, and finance can plan accordingly. Identifying what works enables scalable, repeatable actions.
3. Customer Onboarding Is Manual and Inconsistent
The Problem:
Sales closes the deal, then sends a handoff email to customer success. Information is incomplete, onboarding is delayed, and customers feel forgotten right after signing.
The RevOps method:
A structured onboarding workflow is triggered automatically when a deal is marked “Closed-Won.” All necessary deal data, documents, and context are passed to the onboarding team via the CRM. Tasks are assigned with deadlines, and onboarding status is tracked in a shared dashboard.
The Result:
New customers are onboarded faster and more consistently. Time-to-value improves, churn decreases, and CSAT goes up.
Starting to realize RevOps might be the missing piece?
RevOps is an overarching method, concept, and mindset that ties together marketing, sales, service or product delivery, and support. Working this way is essential to meet the expectations of modern B2B buyers who demand a smooth, efficient, and results-oriented buying experience.
B2B buyers don’t care how your teams are organized or why the support team is unaware of the conversations that happened during the first sales meeting. They expect consistency and follow-through. You’ve basically just got to deliver that. And with RevOps as a framework it can be done.
Talk to us about RevOps
If your CRM is cluttered, your pipeline lacks visibility, and your teams are constantly patching broken processes, RevOps might be just what you need.
Get in touch to explore how we can identify what’s holding you back and strengthen the foundations that support scalable growth.
