GTM Glossary · Roles & Teams
Revenue Operations (RevOps)
The function that owns the systems, data, and process connecting marketing, sales, and customer success into one revenue engine.
[01]What It Means
RevOps owns CRM architecture, definitions, routing, reporting, forecasting hygiene, and the tool stack. Its job is that one question has one answer everywhere in the company.
[02]Why It Matters
Without RevOps, each team optimises its own number and the totals stop reconciling. In a multi-country expansion it is also what keeps definitions comparable between markets.
[03]Where It Goes Wrong
Treating RevOps as CRM administration rather than process ownership.Letting each market build its own fields and stages.Buying tools before defining the process they are meant to encode.
[04]Related Terms