Resources Go-to-market

What is revenue operations?

Written by
Rudy L
Last Updated
May 15, 2023
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This is our 7 part guide with everything you need to understand the basics of go-to-market (GTM) and increase revenue globally. You’ll also find links to useful content from our blog throughout, so you can forge your own path to GTM mastery. Here are the chapters:

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Revenue Operations (RevOps) is a strategic approach to unite your sales, marketing, customer success, and business teams for driving revenue growth.

By removing departmental silos, RevOps enables you to adapt swiftly to market changes, boost efficiency, and improve customer satisfaction.

Consider the four pillars of RevOps.

First, your Sales Operations, which should focus on supporting your sales team in territory management, quota setting, and process optimization, while tracking KPIs like sales cycle length and win rate.

Next, your Marketing Operations, handling marketing technology, campaign planning, and data analysis. Monitor KPIs like marketing qualified leads and conversion rates to gauge effectiveness.

Then, Customer Success Operations, which aims to maximize customer lifetime value and prevent churn. Track KPIs such as customer retention rate and net promoter score to measure success.

Lastly, Business Operations, or BizOps, is tasked with improving overall efficiency through strategic planning, resource allocation, and performance measurement. Keep an eye on overall revenue growth and operating margin as crucial KPIs.

Embracing a Revenue Operations (RevOps) team is crucial for your organization's success. RevOps ensures a seamless customer experience, boosting loyalty and reducing churn.

It aligns your sales, marketing, customer success, and business operations teams, fostering collaboration and accelerating revenue and profit growth. RevOps streamlines your processes and optimizes workflows, heightening efficiency and productivity.

It also enhances data visibility, promoting informed decision-making based on real-time insights.

By implementing RevOps, you're well-positioned to capitalize on market opportunities, enhance customer value, and drive faster revenue growth, securing your organization's competitive edge.

Building out revenue operations

To effectively build out your revenue operations, start with centralized data management.


This is a cornerstone of successful RevOps, providing your teams with accurate, real-time data, minimizing discrepancies, and supporting data-driven decisions. Gartner asserts that organizations utilizing integrated and accessible data can witness up to a 70% surge in data accuracy.


Next, focus on integrating your tech stack, which includes your CRM systems, marketing automation platforms, and analytics tools.

The seamless integration of these technologies empowers your teams to automate tasks, streamline workflows, and extract valuable insights from your data.


Optimizing your processes and workflows is equally crucial. By continuously assessing your processes, you can identify and rectify bottlenecks and inefficiencies, resulting in improved operations and better business outcomes.

Moreover, establishing best practices across your organization ensures consistency, reduces errors, and boosts overall efficiency.


Measuring performance via defining relevant KPIs is integral to your RevOps initiatives.

The metrics you establish should align with your organizational goals and provide a clear understanding of performance across departments, pinpointing areas needing further optimization.

Regular reporting and analysis of these KPIs is vital, allowing your teams to adapt their strategies based on uncovered trends, patterns, and insights.


Finally, fostering a culture of communication and collaboration is key. RevOps encourages interdepartmental cooperation, aligning goals, and coordinating efforts across your organization.

Aberdeen Group's study reveals that strong cross-functional alignment can lead to a 32% rise in annual revenue growth.

Remember, building out your RevOps isn't a one-time task but a continual process, and its effective implementation can significantly boost your organization's productivity and revenue growth.

Harnessing the Power of Data in Revenue Operations

As a business leader in the B2B sphere, understanding and leveraging data is key to driving revenue growth and operational efficiency. It's not just about collecting data; it's about analyzing it and translating it into actionable insights.

Consider this: data from customer interactions, sales cycles, market trends, and even your team's performance can unlock tremendous potential. This wealth of information provides you with a comprehensive view of your business operations, enabling you to make strategic decisions based on facts, not assumptions.

Data is crucial in assessing the effectiveness of your sales strategy. By examining your sales cycle length, conversion rates, and revenue figures, you can pinpoint where your strategy is succeeding and where it may need fine-tuning. For example, if certain leads are lingering too long in the sales funnel, it may signal a need for better lead qualification or an improved follow-up strategy.

Similarly, data can enhance your marketing strategy. A deeper understanding of your audience's demographics, their online behavior, and their engagement with your marketing campaigns can help you tailor your messaging, create more effective campaigns, and ultimately, drive more qualified leads.

Moreover, in the complex B2B landscape, where sales cycles are often long and involve numerous decision-makers, a data-driven approach is invaluable. Analyzing data like buyer behavior, preferences, and pain points can help you personalize your outreach and improve customer retention rates.

But it's not just about your customers. Data can also offer insights into your market and competition. Keeping a close eye on market trends and competitor activities can help you stay ahead, enabling you to swiftly adapt your strategies and maintain your competitive edge.

Data driven sales

Let's start with sales. Understanding your leads is the first step towards a more effective sales strategy. Data points such as industry, company size, job role, previous interactions, and even online behavior can be used to score and prioritize leads. Once you know who your high-value leads are, you can tailor your outreach accordingly, making your sales approach more efficient and effective.

Personalization doesn't stop at initial contact. By continuing to leverage data throughout the sales cycle, you can ensure that your communication remains relevant and engaging. This might involve tailoring your product demonstrations to address the specific pain points of your leads, or providing targeted content that speaks to their industry or role.

Data also plays a crucial role in sales performance measurement. By tracking metrics such as call-to-close ratios, deal size, sales cycle length, and revenue per sales rep, you can identify trends and uncover areas for improvement. Perhaps one sales rep consistently outperforms their peers - could their approach be replicated across the team? Or maybe deals tend to stagnate at a particular stage of the sales cycle - what strategies could help move them forward?

Data driven marketing

Now, let's turn to marketing. Here, data can be used to segment your audience, allowing you to target your messaging more effectively. For instance, you might find that decision-makers in a certain industry respond best to case studies, while those in another prefer webinars. By tailoring your content to the preferences of your segments, you can drive engagement and lead generation.

Personalization is equally important in marketing. With data, you can ensure that your marketing messages resonate with your audience. This could involve tailoring your email campaigns based on past engagement, or personalizing your website content based on a visitor's industry or role.

Finally, data can help you measure the effectiveness of your marketing campaigns. By tracking metrics such as click-through rates, conversion rates, and ROI, you can gauge which campaigns are performing well and which may need adjustment. For example, if a particular campaign is driving a lot of traffic but few conversions, it might indicate a need to improve your landing page or offer.

In both sales and marketing, data not only helps you optimize your current efforts but also informs your future strategies. By understanding what works and what doesn't, you can make data-driven decisions that propel your business forward.

Data driven customer success

Data provides invaluable insights into customer behavior and engagement. By tracking metrics such as product usage, support ticket frequency, and customer feedback, you can identify trends and potential issues. For instance, a decrease in product usage might indicate that a customer is not finding value in your product, while an increase in support tickets could signal that a customer is facing challenges.

Armed with these insights, your customer success team can proactively address issues and ensure customers are achieving their desired outcomes. For instance, if data shows that a customer is not utilizing key product features, a customer success representative could reach out to provide additional training or resources. By proactively managing customer health, you can increase customer satisfaction, reduce churn, and drive growth.

Furthermore, data can help optimize your partnership and channel sales strategies. Detailed partner performance data, including sales figures, lead conversion rates, and customer feedback, can help you identify your most successful partners and understand why they are performing well. This information can be invaluable in informing your partner recruitment strategy, and in providing coaching and support to existing partners.

Data driven partnerships

Data can also provide insights into your partner ecosystem and the end customers they serve. By understanding the industries, regions, and customer segments your partners are most successful with, you can target your recruitment and marketing efforts more effectively.

Moreover, data can play a crucial role in managing the partner lifecycle. From initial recruitment through onboarding, enablement, and ongoing engagement, data can help you identify opportunities for improvement and measure the impact of your efforts.

For instance, if data shows that new partners are slow to start selling, it could indicate a need for a more effective onboarding and enablement process. On the other hand, if partners are not achieving expected sales targets over time, it could point to issues with market alignment, product fit, or partner motivation.

Ultimately, whether it's improving your sales strategy, tailoring your marketing messaging, enhancing customer success, or optimizing your partner relationships, data is a powerful tool. By leveraging data, you can gain a clearer understanding of your customers, partners, and market, enabling you to make informed decisions and drive efficiency across your operations. In the data-driven world of B2B, making data a cornerstone of your revenue operations is key to achieving and maintaining competitive advantage.

Using Data for Increased Revenue Efficiency

Streamlining Processes through Data Analysis

  • Identifying bottlenecks and inefficiencies: Analyzing sales data can reveal bottlenecks, like leads lingering in your pipeline. For example, leads from a certain industry might stall at the 'proposal' stage, indicating the need for more tailored content. Alternatively, a specific sales representative's leads may stagnate, suggesting further training is required. Monitoring data helps refine these processes over time.

  • Predictive analysis for proactive decision making: Predictive analytics can be used to anticipate customer behavior and market trends. For example, historical data on seasonal fluctuations can help you forecast demand and manage resources effectively. Similarly, analyzing customer churn data can help you identify patterns and implement strategies to improve retention.

  • Automating repetitive tasks using data insights: Data can help identify tasks that are ripe for automation. For instance, if data shows your sales team spends a lot of time manually entering data or sending routine follow-up emails, these tasks could be automated, freeing up time for more strategic activities.

Enhancing Inter-Departmental Collaboration with Data

  • Facilitating communication and collaboration between sales and marketing: Shared data insights can help align sales and marketing teams. For example, marketing can share data on lead generation campaigns, such as which content or channels are driving the most qualified leads. This information can help sales tailor their approach. Similarly, sales data on customer pain points and objections can inform marketing's content and messaging.

  • Building a unified view of the customer journey: A unified, data-driven view of the customer journey helps all teams provide a seamless customer experience. For instance, sales, marketing, and customer service can share data to understand how customers interact with your brand at every touchpoint, from initial discovery through purchase and post-sale support.

  • Aligning goals and KPIs based on shared data insights: Data can help define clear, measurable goals for your teams. For example, marketing might aim to increase the number of MQLs (Marketing Qualified Leads), while sales might focus on improving the conversion rate from SQLs (Sales Qualified Leads) to closed deals. By aligning these goals and tracking progress with shared data, both teams can work together more effectively.

Embracing a data-driven approach in your revenue operations can enhance efficiency, foster collaboration, and drive growth. By leveraging data, you can identify and address issues, anticipate future trends, automate tasks, align your teams, and ultimately, achieve your business objectives.

Key takeaways

  • Use a Central Data System:

    A shared data system is crucial for Revenue Operations (RevOps). It gives you accurate information when you need it and can make your data more reliable.

  • Combine Your Tech Tools and Streamline Workflows:

    Make sure all your tech systems work together smoothly, including your customer databases and analytics tools. Regularly check your workflows to find and fix any problems. This makes your operations run smoother and helps your business do better.

  • Set Clear Goals and Keep Track of Them:

    Set key performance indicators (KPIs) that match your business goals. Keep track of these KPIs regularly to understand how well your RevOps initiatives are working. This helps you change strategies as needed based on real data.

  • Encourage Teamwork Across Departments:

    RevOps helps different departments in your business work together better. When teams share goals and work together, your business can make more money.

  • Use Data to Drive RevOps:

    Use data from sales, marketing, customer success, and partners to improve strategies and spot potential problems. Using data effectively is key to increasing your revenue and making your operations more efficient.

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