What it means
Revenue operations (RevOps) is the function that runs the systems behind sales, marketing and customer success as one: the CRM, the data, the routing and the reporting. It grew out of sales ops and marketing ops, which each kept their own tools and their own version of the numbers.
RevOps puts one team in charge of the whole funnel, so a lead, an opportunity and a renewal sit on the same record and get measured the same way. In practice that means owning lifecycle stages, required fields, routing, forecasting and CRM hygiene.
How we use it
RevOps is one of our three service lines. The work starts in the CRM, in a fixed order: objects, lifecycle stages, required fields, stage timestamps and a scoring gate. Our CRM setup checklist walks through each step.
RevOps keeps the existing revenue process running and reported. GTM engineering builds the automated systems that process runs on. How we run it for clients is on our RevOps page.