As a CMO, you’re not just responsible for brand awareness or lead gen anymore. You’re owning pipeline, customer experience, and increasingly, revenue itself.
That’s where Revenue Operations (RevOps) comes in.
In this post, I sat down with Tom, our agency’s RevOps strategist, to get his take on how RevOps can transform B2B marketing. Whether you’re a CMO trying to align with sales or a marketing leader frustrated with data chaos, you’ll find something useful here.
Let’s dive in.
It’s not a tool. And it’s not a team. It’s a cross-functional operating system for modern go-to-market (GTM) organizations.
To me, it’s the connective tissue between marketing, sales, and customer success. It’s not just about revenue reporting — it’s about making revenue happen. You get there by aligning data, tools, processes, and people across the funnel.
"Revenue Operations is a system of data, software, processes, and people in customer-facing departments that work together to generate revenue for the organization."
You may also want to read our blog post about what RevOps is.
CMOs are under more pressure than ever. Competition is up, budgets are tighter, and customers expect speed and personalization. RevOps gives you the internal clarity you need to deliver that external excellence.
Sales, marketing, and customer success are the big three. But departments like finance, especially billing and forecasting, should be in the loop too. RevOps works when the people, processes, and platforms are pulling in the same direction. That involves everyone who is directly or indirectly impacting revenue.
Start simple: cross-functional stakeholders, shared KPIs, and a regular cadence to check in. I’d build around key functions like sales enablement, campaign ops, and lifecycle marketing. Communication is everything: the goal is shared accountability.
If you’re seeing:
Disconnected tools
Data discrepancies
Conflicting metrics
Manual reporting
Leads slipping through the cracks
…you’re already late. Ideally, RevOps should start when your GTM motion is still growing, before silos harden. The sooner you start with RevOps, the better.
This is a tough one, because there is no one-size-fits-all approach for all companies. At a minimum:
A good CRM
Customer success platform
Attribution and reporting tools
Integration layer
But tools only work if your processes and data strategy are solid. Platforms like HubSpot are great because it enables you to do many revenue related tasks within 1 platform. That means centralized data, 1 single source of truth.
Agree on definitions first. What’s a lead? An MQL? A pipeline opportunity? Then build shared dashboards, make them accessible, and ensure data hygiene is everyone’s job, not just ops.
Look at full-funnel efficiency:
Lead-to-opportunity conversion
Revenue attribution accuracy
Sales velocity
CAC and retention
Forecast accuracy
Funnel leakage
These metrics show whether marketing is really driving revenue, not just filling the top of the funnel.
A big misconception is that it’s just SalesOps with rebranding. Nope. SalesOps is about helping sales. RevOps is about aligning all GTM functions to generate and grow revenue together. It goes beyond just sales.
A very common mistake is that many people try to centralize too fast without team buy-in. RevOps should feel like an enablement function, not a layer of bureaucracy. It wouldn’t work without buy-in. Build trust. Show value quickly. Make it collaborative.
Sure. One B2B SaaS client had great lead gen, but poor close rates and zero visibility. We introduced RevOps: aligned lifecycle stages, built dashboards, cleaned the CRM, and synced campaign data with pipeline results. In 90 days, their conversion rate improved by 22%, and deal velocity sped up by almost 30%. That’s not magic: that’s alignment.
Thank you for the interview Tom!
There you have it: RevOps isn’t just a trend. It’s a strategy to:
Align different teams for optimized revenue generation
Prove impact with clarity
Scale without chaos
Deliver better customer experiences
As a CMO, you’re now responsible for revenue outcomes, not just activities. RevOps gives you the framework and leverage to lead that charge.
That’s right, we’re writing a book about RevOps, combining years of experience and all lessons learned into 1 comprehensive book
