May 11, 2025
Why Sales Teams Are Stalling and What Fixes It
The B2B sales landscape has changed. Buying cycles are longer. Buyers are more informed, harder to engage, and increasingly team-based. Tools are fragmented. Forecasts are shaky. Growth has slowed - not because teams aren’t working, but because they’re not working together.
Enter Revenue Operations. Not as a new department, but as a new operating system, one that integrates marketing, sales, customer success, finance and product around a single mission: predictable, sustainable revenue.
What RevOps Really Is and Why It Matters Now
RevOps isn’t just sales ops with a rebrand. It’s a cross-functional approach to aligning the systems, data, processes and people that drive revenue. It works best when it does three things:
Connects teams
Marketing, sales and success often operate in silos. RevOps unifies them with shared definitions (what is a qualified lead?), shared targets (how is pipeline tracked?) and shared visibility (who owns what, and when?).
Powers decisions with data
From forecasting to segmentation, RevOps ensures data flows cleanly through your stack. One source of truth across lifecycle metrics, from MQL to renewal.
Operationalises revenue strategy
It’s not just about alignment - it’s about execution. RevOps helps automate playbooks, optimise handoffs, and enable sales teams with the right tooling, content, and timing.
What It Takes to Make RevOps Work
Define your GTM architecture
You need to map your full go-to-market journey, from first touch to expansion. That includes:
• Buyer personas and journeys
• Team roles across the funnel
• Key conversion points and ownership
This isn't static - it evolves with your market. RevOps keeps it updated and operational.
Design your RevOps tech stack
There’s no perfect toolset, but your core should include:
• CRM (Salesforce, HubSpot)
• Marketing automation (Marketo, HubSpot, Customer.io)
• Revenue intelligence (Clari, Gong, InsightSquared)
• Data infrastructure (Segment, Snowflake, BigQuery)
• Enablement (Showpad, Highspot, Notion)
The key isn’t more tools—it’s connecting the right ones, with clean data and useful workflows.
Build the right team
A RevOps team typically includes:
• Systems architects or CRM specialists
• Revenue analysts or commercial strategists
• Sales enablement and tooling managers
• Data ops or lifecycle marketing leads
More important than titles: shared KPIs and clear cross-functional rituals.
Implement agile GTM rituals
Weekly syncs between marketing, sales and success. Quarterly planning based on revenue data. Real-time dashboards with lagging and leading indicators. RevOps is the connective tissue between execution and strategy.
Metrics That Actually Drive Growth
RevOps isn’t just process, it’s performance. You should be measuring:
• Pipeline velocity: how quickly leads move through stages
• Forecast accuracy: actuals vs projected revenue
• Lead-to-close rate: marketing and sales alignment
• Expansion and churn: customer health and upsell timing
• CAC and LTV: go-to-market efficiency
• Content or enablement usage: what’s working in the field
These are not vanity metrics, they’re signals for where to optimise. RevOps isn’t just operational. It’s diagnostic.
What Most B2B Companies Get Wrong
RevOps isn’t just a tooling problem or a sales function, it’s a business model capability.
Common pitfalls:
• Delegating it solely to sales ops
• Underinvesting in RevOps talent or treating it as reactive
• Running systems without shared definitions or taxonomy
• Focusing on pipeline creation without lifecycle optimisation
The future of sales is not just digital. It’s coordinated.
RevOps Is the Growth Layer You Can Actually Control
In a time where markets shift fast and budgets are under pressure, businesses need a repeatable, data-led system for driving revenue. Not more siloed tools. Not more dashboards. A unified operating system.
That’s what RevOps is when it’s done properly. That’s what Decemplex helps build.
Industry trends
Generative AI and Customer Experience: Beyond the Hype
AI That Enhances Customer Experience
May 1, 2025
Read More
