Rise of the RevOps: Why a Holistic Approach to Revenue is Key for Sales Collaboration

Revenue Operations (RevOps) is a business strategy that unifies sales, marketing, and customer support through shared systems, integrated data, and aligned processes. Rather than allowing each team to operate in isolation, RevOps ensures all revenue-driving departments work toward a common goal—efficient growth, better customer experiences, and predictable revenue outcomes.

Many companies today still allow their customer-facing teams to operate independently. Marketing generates leads, sales attempts to convert them, and support addresses post-sale issues. Without shared data or coordinated handoffs, these teams often work at odds, leading to missed opportunities, poor customer experiences, and wasted effort.

Sales, Marketing, Support: Great Alone, Better Together

Imagine a marketing team runs a successful ad campaign that generates 1,000 leads. Sales follows up, only to hear “not interested” from most of them. Worse, some of the customers who did convert become frustrated because they were misinformed about the product. Support is now dealing with complaints that could have been avoided.

This disconnect happens because these teams don’t share definitions of qualified leads, customer expectations, or even the same tools. A Forrester report from November 2023 revealed that only 6% of B2B organizations could be classified as advanced insight-driven businesses, showing just how widespread this misalignment is.

RevOps addresses these challenges by creating one connected workflow. Marketing knows who to target, sales knows when and how to follow up, and support is equipped to deliver what was promised.

When Data Lives in Silos, Nobody Wins

Different departments often rely on different platforms—HubSpot for marketing, Salesforce for sales, Zendesk for support. While each tool is powerful individually, they don’t communicate well out of the box. As a result, no one has a complete view of the customer journey.

RevOps breaks down these silos by integrating systems and centralizing data. Everyone gains access to the full customer lifecycle—from initial click to closed deal to support ticket resolution.

For example, Snowflake unified their revenue data on a single dashboard shared between sales and marketing. This allowed them to pinpoint exactly where leads dropped off and optimize their conversion funnel.

Breaking Tool Silos: What Each Team Uses, and How RevOps Connects Them

One of the biggest obstacles to team collaboration is a fragmented tech stack. Each department tends to use its own set of tools, resulting in disconnected data and incomplete customer insights. RevOps bridges these silos by integrating platforms so that all teams operate from a shared system of truth.

Common Tools by Department

Team	Typical Tools
Marketing	HubSpot, Marketo, Google Analytics, Pardot, LinkedIn Ads, SEMrush
Sales	Salesforce, HubSpot CRM, Pipedrive, Outreach, Gong, ZoomInfo
Customer Support	Zendesk, Intercom, Freshdesk, Help Scout, ServiceNow
Operations (Optional)	Tableau, Looker, Snowflake, Monday.com, Asana, Trello, RevOps-specific platforms like Clari or LeanData

How RevOps Unifies These Tools

Challenge	RevOps Solution
Data stored in separate systems	Integrates platforms via APIs or middleware (e.g., Zapier, Workato, Segment)
No visibility into full customer journey	Builds unified dashboards (e.g., Salesforce + Zendesk + HubSpot)
Inconsistent lead and customer data	Centralizes data in a CRM or data warehouse with standardized fields
Lack of real-time reporting	Implements live reporting tools (e.g., Tableau, Looker) to visualize end-to-end data
Manual handoffs between teams	Automates workflows using tools like HubSpot Sequences, Salesforce Flows, or Slack bots

Example Integration in Action

Let’s say someone clicks a LinkedIn ad (Marketing → HubSpot), fills out a form, and is qualified as a lead. That data syncs to Salesforce (Sales) automatically, and after the deal is closed, the customer profile is pushed to Zendesk (Support) with full history attached. Every touchpoint is tracked and visible in one dashboard, giving all departments full context.

RevOps in Action: Turning Chaos into Coordination

A mid-sized SaaS company used to generate 1,200 leads a month but had a sales conversion rate below 4%. After implementing RevOps, they introduced lead scoring based on buyer intent, company size, and job title. Marketing only sent qualified leads to sales, increasing the conversion rate to 9% in three months. Support tickets also dropped because customers were better matched to the product.

Why Now? Because Customers Don’t Like Confusion

Modern customers expect fast, frictionless service. If they feel like they’re speaking to different companies each time they interact with marketing, sales, and support, they’ll move on.

According to Salesforce research, 79% of customers expect seamless experiences across departments, but 55% often feel they’re dealing with disconnected teams.

RevOps helps solve this by aligning every department around a single source of truth and a unified customer journey.

Stop Hoping for Teamwork—Start Building It

Telling teams to "collaborate more" isn’t enough. They need shared metrics, integrated tools, and transparent processes. RevOps gives them that: shared dashboards, clean handoff rules, and full customer histories. Everyone works toward the same revenue goal—and it shows.

How to Get Started with RevOps

Ready to introduce RevOps to your business? Start with these foundational steps:

1. Map the Customer Journey

   • Understand how leads move from awareness to purchase to post-sale support.

   • Identify gaps, drop-off points, and friction areas.

2. Align Goals and Metrics

   • Ensure sales, marketing, and support measure success using shared KPIs like customer lifetime value, lead-to-close rate, and churn rate.

3. Integrate Your Tech Stack

   • Connect tools across teams using integrations or middleware (e.g., HubSpot ↔ Salesforce ↔ Zendesk).

   • Build a unified dashboard where all teams can see key revenue data.

4. Standardize Lead Qualification

   • Develop a scoring system with clear criteria (e.g., firmographics, behavioral intent) so only strong leads reach sales.

5. Document and Automate Hand-offs

   • Create consistent workflows for moving leads or accounts between departments.

   • Use automation where possible to ensure speed and accuracy.

6. Train Your Teams

   • Offer RevOps onboarding to align teams on processes, tools, and goals.

   • Encourage continuous feedback and iteration.

7. Monitor, Optimize, Scale

   • Regularly review RevOps KPIs and refine workflows based on performance.

   • Expand your RevOps framework as your organization grows.

The Big Takeaway: Don’t Fix Pieces, Fix the Puzzle

If you’re losing leads, breaking deals, or frustrating customers, the problem might not be the people—it’s the lack of alignment. RevOps brings structure and strategy to how your teams collaborate. It’s not about more work; it’s about smarter work.