Revenue Operationsguide
Revenue Operations Framework: Align Sales, Marketing & CS
Build a RevOps function from scratch with org design, tech stack consolidation, data governance, and cross-functional process alignment.
LeadFinder Sales Team18 min read481 downloads
Why RevOps Is the Future of Go-to-Market
Revenue Operations breaks down the silos between Sales, Marketing, and Customer Success. Companies with a RevOps function grow 19% faster and are 15% more profitable.
The RevOps Operating Model
Three Pillars of RevOps
| Pillar | Focus | Key Activities |
|---|---|---|
| Process | Efficiency | Standardize handoffs, automate workflows |
| Data | Intelligence | Single source of truth, reporting, analytics |
| Technology | Enablement | Tool consolidation, integration, optimization |
Building the RevOps Org
Team Structure by Company Size
| Company Size | RevOps Team | Reports To |
|---|---|---|
| <$5M ARR | 1 RevOps generalist | VP Sales or COO |
| $5-20M ARR | 2-3 specialists | Director of RevOps |
| $20-50M ARR | 5-8 team members | VP RevOps |
| $50M+ ARR | 10+ team members | CRO or COO |
The Revenue Funnel (Unified View)
Instead of separate marketing and sales funnels, build one unified revenue funnel:
- Awareness (Marketing) — Impressions, website visits
- Engagement (Marketing) — Content downloads, webinar attendees
- MQL (Marketing → Sales handoff) — Qualified by marketing criteria
- SQL (Sales) — Accepted by sales, meeting booked
- Opportunity (Sales) — Active deal in pipeline
- Customer (Sales → CS handoff) — Closed-won
- Expansion (CS) — Upsell, cross-sell
- Advocacy (CS) — Referrals, reviews, case studies
Data Governance Framework
The Single Source of Truth
Define one system of record for each data type:
- Contact data: CRM
- Engagement data: Marketing automation
- Product usage: Product analytics
- Financial data: Billing system
- Support data: Help desk
Data Quality Rules
- No duplicate records (merge weekly)
- Required fields enforced at creation
- Automated enrichment on new records
- Quarterly data audit and cleanup
Tech Stack Consolidation
Most companies use 10-15 tools across Sales, Marketing, and CS. Consolidate to reduce cost and complexity:
| Before (15 tools) | After (8 tools) | Savings |
|---|---|---|
| Separate CRM, prospecting, email | Unified platform (LeadFinder Pro) | 40% |
| Multiple analytics tools | Single BI platform | 30% |
| Disconnected support tools | Integrated CS platform | 25% |
From the LeadFinder Sales Team — unify your revenue operations with one platform.
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