What is RevOps? Aligning Sales, Marketing & Success

Revenue Operations (RevOps) isn’t just a buzzword—it’s the control tower for predictable, scalable growth. Top teams use RevOps to align sales, marketing, and customer success, eliminate operational drag, and turn strategy into repeatable revenue.

What RevOps Really Means

RevOps consolidates all go-to-market (GTM) functions under one operational roof. It’s about systematizing pipeline acceleration, customer retention, and team productivity.

• Alignment: Unified targets and processes across GTM teams
• Analytics: One source of truth for decision-making
• Agility: Test, measure, and iterate without the bureaucracy

Think of it as moving from firefighting to revenue architecture.

RevOps vs Sales Ops

Sales Ops is tactical. RevOps is strategic and cross-functional. It’s the evolution of siloed operations into one integrated revenue machine.

8 RevOps Best Practices

1. Build a Dedicated RevOps Team

Even a lean pod beats a committee of part-timers. Assign ownership across systems, data, and process. Apollo unifies contact, account, and engagement data across functions.

2. Standardize Critical Processes

• Lead routing logic
• Opportunity stage definitions
• Forecast methodologies
• SLAs across marketing, sales, and CS

Apollo Workflows helps lock in consistency across your funnel.

3. Fix the Data Foundation

Bad data = bad decisions. Prioritize:

• Real-time enrichment
• Field normalization
• Duplicate prevention

Apollo Enrichment keeps your CRM accurate and sales-ready.

4. Align KPIs Across the Funnel

• Revenue growth targets
• Lead-to-pipeline conversion
• Win rate by source
• Pipeline coverage ratios

Apollo Analytics gives everyone access to the same revenue truth.

5. Automate the Grind

Find repeatable, low-value tasks and eliminate them:

• Auto-assign leads
• Trigger follow-ups based on behavior
• Create alerts for pipeline changes

Let humans handle strategy, not admin work.

6. Sync Sales and Marketing—For Real

Go beyond SLAs. Create shared accountability, align on ICP, and use shared buying signals. Apollo Buying Intent shows which accounts are showing interest—so both teams can act fast.

7. Make CS a Revenue Partner

Customer success is a growth lever, not a support desk. Feed expansion and retention signals into your GTM motion. Align comp plans and workflows across the lifecycle.

8. Create Feedback Loops

• Monthly funnel diagnostics
• Quarterly process reviews
• Voice-of-team feedback sessions

Optimize like it’s your product. Because RevOps is your internal product.

RevOps Metrics That Move the Needle

• Lead velocity
• Time-to-close
• Customer acquisition cost (CAC)
• Net revenue retention (NRR)

Align metrics to strategy—and let dashboards drive the conversation.

Unify the Tech Stack

If your teams live in disconnected tools, they’ll never move fast. Focus on integrations that drive outcomes, not just checkboxes:

• CRM + enrichment
• Engagement + buyer signals
• Attribution + forecasting

Apollo combines prospecting, engagement, and data into one connected system.

Turn RevOps Into Your OS

RevOps isn’t just a department—it’s how your revenue engine runs. From onboarding to renewals, it’s the framework that turns GTM chaos into consistency.

Start with Apollo and make RevOps your competitive edge.