What Is Revenue Operations (RevOps)?

Mazen Diab
3 min readDec 16, 2020

To achieve business success, there is a degree of collaboration and cohesion that is simply necessary. The integration of Revenue Operations (RevOps) is a product of this reality. In order to provide high quality customer service and boost sales, RevOps combines aspects of multiple departments and ensures they are operating in unison and maximizing efficiency.

What is RevOps?

Put simply, RevOps aligns customer service, sales, and marketing operations in a holistic method to encourage revenue accountability and overall growth. RevOps essentially treats the three departments as stakeholders to promote greater impact in the customer life cycle. To accomplish this, RevOps manages operational and technical overhead, while also tackling roadblocks that occur in the customer life cycle, to simplify the sales model and allow the other departments to focus on their KPIs.

What Is Needed to Make It Work?

For a RevOps team to work as designed and align the other departments, there are a few necessary components. These include credibility and trust, standardized metrics, and change management. The departments that RevOps oversees should feel comfortable with the shift and have confidence that the team will be effective and efficient in their role. Likewise, the RevOps team should fully understand their duties and impact on the customer life cycle so that they can consistently execute operational tasks and promote productivity across departments. RevOps is responsible for ushering in change in efficient ways, especially when it comes to new tools and tech, so they are expected to be knowledgeable and skilled at communication. The RevOps team covers substantial ground, so it tends to host specialists in various areas to ensure efficiency and effectiveness. Another critical part of rev-ops is Go-To- Market strategy (GTM). Upscope explains GTM as a strategy that helps companies grow their businesses at a quick pace through “targeting the right pain point with the right sales and marketing process.” It is a plan for how a company wants to reach customers within a specific market. Without GTM companies may fall flat when it comes to development and marketing.

What Does the RevOps Team Manage?

There are four basic areas for which RevOps typically assumes responsibility. These include tools, enablement, insights, and of course, operations. RevOps, then, is responsible for the technology used by all departments, the tactics used by departments to close sales, the analysis of business decisions made by the teams, and the resources needed to achieve success in all operations.

What Are the Benefits of RevOps?

One of the most prominent benefits of RevOps is enhanced cohesion of teams and goal alignment. This development ensures that everyone is on the same page with goals and initiatives to improve operations and overall efficiency. RevOps operates internally with the primary goal of allowing the other departments to focus on customers and their experiences. Measurable effects include increased sales over shorter periods of time and high ROI on the adoption of new technology when heralded by the RevOps team.



Mazen Diab

Located in the New York City metro area Mazen Diab is a senior leader in sales and revenue operations. Learn more at http://mazendiab.net.