The operational function that aligns sales, marketing, and customer success through shared systems, definitions, and data — making revenue generation inspectable and repeatable.
Also known as:
RevOps, Revenue Ops, GTM Operations
Revenue Operations (RevOps) is the function that aligns marketing, sales, and customer success around shared data, systems, and processes. Its purpose is to make revenue generation inspectable, predictable, and repeatable — by removing the operational friction between the teams responsible for creating and retaining revenue.
RevOps owns four domains: the CRM and its data integrity, the technology stack that supports the revenue teams, the definitions and processes that govern how pipeline is created and progressed, and the reporting that turns activity into meaningful signal. Without a RevOps function (or someone doing that work), CRM data drifts from reality, reporting becomes unreliable, and the forecast depends on opinion rather than evidence.
Sales operations is a subset of RevOps focused specifically on the sales team — CRM hygiene, quota setting, territory management, commission tracking. RevOps extends that remit upstream to marketing (attribution, funnel reporting) and downstream to customer success (expansion pipeline, churn signals). In a B2B SaaS company, RevOps is the connective tissue between all three revenue-generating functions.
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