Want to drive more reliable profit for your organization? A strategic revenue operations (RevOps) approach can help you optimize your end-to-end customer journey to maximize growth.

Marketing, sales, and customer success departments are all aiming for a common goal: to drive revenue. Despite this, these teams are often siloed off from one another, causing inefficiencies, data inconsistencies, and misaligned technology and objectives—all of which hinder revenue growth.

Enter RevOps, an approach that creates a cross-functional revenue engine by aligning these integral teams’ objectives and responsibilities.

What does this mean for your business? With a well-implemented RevOps strategy, your organization will:

  • Operate more predictably and efficiently
  • Optimize and increase revenue production
  • Maximize customer value and company performance
  • Improve visibility and communication across departments

More companies are shifting to using dedicated RevOps functions to tap into faster growth. In fact, Gartner shows that 75% of the highest growth companies will have a dedicated RevOps model by 2026.

Keep reading to explore everything you need to know about building a RevOps strategy, including the three core pillars of revenue operations and best practices for building your team.

Top strategies for building a RevOps team

A RevOps strategy helps improve the customer experience and creates more value for customers by unifying operations resources across sales, marketing, and customer success teams.

By sharing goals, metrics, and technology, these teams can collaborate to ensure everything operates smoothly.

Let’s dive into the foundational pillars of this approach that enable a seamless, scalable revenue engine.

Three core pillars of RevOps

A strong revenue operations strategy focuses on connecting people, processes, and technology to ensure team cohesion.

1. People: Aligning teams for seamless collaboration

Getting your people on the same page seems like a no-brainer, but many businesses don’t realize the extent to which this is valuable from a revenue perspective.

Sales, marketing, and customer success teams need to be driven by common goals and clear accountability in order to collaborate, communicate, and operate in a way that leads to revenue growth. This means equipping teams with proper resources, tools, and training to ensure high performance at every stage of the customer journey.

Best strategies

  • Organize cross-functional meetings: Regularly meeting with all departments to discuss goals, challenges, opportunities, and successes will get everyone working from the same playbook. This prevents the ever-feared silo and encourages transparency and open communication across departments.
  • Align on goals: Collaborating on go-to-market strategies, engagement efforts, and shared KPIs can help departments work more effectively towards the common objective of driving revenue growth. Additionally, centralizing this data in an easy-to-understand way helps you better track these KPIs and identify revenue trends.
  • Implement collaboration tools for internal communication: To align your teams, you need structured communication strategies. Coordinate in real time across departments with tools like Slack, Asana, or Monday.com, increasing efficiency by creating a seamless flow of communication between teams.

2. Process: Streamlining workflows to increase efficiency

RevOps is all about allowing teams to work cohesively. Optimizing and standardizing processes across departments leads to a smoother revenue journey and fewer bottlenecks.

This allows your teams to focus on building relationships and closing deals, which ultimately leads to sustained growth.

Best strategies

  • Define clear lead management and handoff criteria: Implementing a standardized lead qualification and scoring process will ensure seamless transfers between the sales and marketing teams. This will prevent miscommunication and boost conversions.
  • Optimize pipeline management and customer retention: Develop consistent workflows for tracking deals, revenue forecasting, and customer relationship management. This will help achieve a unified framework and prioritize opportunities for the highest impact.
  • Align sales and customer success teams: This will help you provide consistent customer interactions across the board, leading to an overall better customer experience. Make sure your teams have equal access to data and structured handoff practices in place.
  • Leverage automation: Automation can streamline processes by reducing repetitive manual work for things like proposal generation and contract approvals, leading to higher productivity. In the next section, we’ll get into the specifics of implementing automation technology for a winning RevOps strategy.
  • Ensure processes are scalable: Continually evaluate and refine your RevOps workflows as demand increases. This will help optimize your operations and maintain your success as your business grows. Test to see if your messaging, pricing models, and engagement strategies are working across all departments, and review your sales pipeline data so you can adjust where needed. Since the data will likely change, you need to remain agile and be ready to evolve with it.

3. Technology: Driving decisions with data

The right tools can connect your teams, automate processes, and reveal key data about your revenue so you can make better decisions for your business as a whole. From tech integrations like CRMs to automation and analytics tools, technology is the best way for you to advance your RevOps strategy in a way that will give you actual results.

Best strategies

  • Implement a customer relationship management (CRM) system: This is a no-brainer for unifying customer interactions and revenue data. CRMs facilitate efficient communication and data flow between teams. PandaDoc has you covered with inherent two-way integrations with major platforms, including Salesforce and HubSpot.
  • Invest in effective automation tools: These help with anything from lead nurturing and pipeline tracking to contract management. Here are a few examples of automation tools that work:
    • PandaDoc offers document generation and eSignature services that help streamline processes for companies across all industries, and our clients are consistently raving about the time they get back because of it. “With PandaDoc, this whole manual process has gone from taking 2-3 days to only a few minutes!” says Diego Gaviola, CTO of Slingr. Read the full case study here.
    • Integrating your CRM with the PandaDoc contract management solution will speed up the deal-closing process. This will help you eliminate bottlenecks and free up your teams to focus on building relationships and closing deals.
  • Utilize intelligent analytics and forecasting tools: RevOps is all about accurate forecasting for revenue in real time—using AI-powered analytics can help provide on-point projections of revenue growth while identifying the risks so you can make better decisions. With advanced analytics, you can also monitor customer behavior and opportunities for expansion, which can lead to improved retention.

Top technologies to leverage for RevOps

  • HubSpot: This is an all-in-one CRM that streamlines sales, marketing, and customer service operations for smoother revenue management. HubSpot is a great choice for SaaS, e-commerce, marketing, and both B2B and B2C companies.
  • Salesforce: Another CRM that offers deep customization and integration to track sales and drive revenue growth. It’s a useful platform for industries like SaaS, finance, healthcare, technology, and retail.
  • Gong: This conversion analytics software transcribes and analyzes sales calls, providing valuable insights that boost sales performance. Gong is relevant to SaaS, technology, and sales industries.
  • Clari: This is an AI-driven platform that improves pipeline visibility and revenue forecasting to help RevOps teams make data-driven decisions across SaaS, technology, and enterprise industries.
  • Outreach: Automate workflows to increase sales team productivity and efficiency with this sales engagement tool. It’s a particularly useful tool for SaaS and B2B sales companies.
  • PandaDoc: A document automation platform that makes proposal creation, eSignatures, and contract management a whole lot simpler while accelerating the sales process.

Key RevOps metrics and best practices

RevOps reporting needs to be sensibly structured and shared with the key stakeholders that are driving business decisions. Tracking the right metrics keeps your teams focused on whatever will make the highest impact.

The essential metrics to track

Sales performance metrics

  • Win rate: This is the percentage of deals won compared to the total opportunities.
  • Sales cycle length: The time it takes to close a deal from lead to contract.
  • Pipeline velocity: How quickly deals move through the sales funnel.

Marketing ROI metrics

  • Customer acquisition cost (CAC): The cost to acquire a new customer.
  • Customer lifetime value (CLV): The total revenue a customer generates over their lifetime.
  • Marketing attribution: Which campaigns drive the most revenue.

Revenue health metrics

  • Annual recurring revenue (ARR): The total yearly revenue generated.
  • Revenue churn: The percentage of revenue lost due to downgrades or cancellations.
  • Revenue retention: The amount of revenue retained from existing customers.
  • Forecast accuracy: The accuracy of revenue predictions compared to actual revenue performance.

Customer success & retention metrics

  • Net promoter score (NPS): Customer satisfaction and brand loyalty.
  • Customer health score: Predicts churn and expansion based on product usage and engagement.

Sharing RevOps reports

While every business will develop a unique cadence for reporting, here is a general guideline of how to share this information for a successful RevOps strategy.

  • Daily reporting: Share CRM dashboards (like Salesforce, HubSpot, or Zendesk) with sales, RevOps, and customer success teams for real-time performance information. These reports will include metrics like win rates and pipeline velocity.
  • Weekly reporting: Share metrics like sales cycle length, CAC, and customer health scores with sales, marketing, and customer success teams. Do this through BI tools like Looker or Tableau.
  • Monthly reporting: Revenue growth, marketing attribution, and expansion revenue metrics should be shared with executives, finance, and marketing teams in meetings using presentation decks so your teams can review insights and strategize together for future planning.
  • Quarterly reporting: For long-term strategy and forecasting, share metrics like ARR, churn rate, and NPS with execs and investors—this will help stakeholders understand brand perception and trends.

Why does a well-executed RevOps strategy matter?

Top B2B companies that strongly execute RevOps see a 100-200% increase in digital marketing ROI. That means faster revenue growth and higher win rates.

Ready to take the leap? Explore our free RevOps ebook to find out how you can boost revenue and simplify your operations.

Get started with RevOps to accelerate revenue growth

The crux of it is, you need a winning RevOps strategy to ensure sustained revenue growth. Combining people, processes, and technology will help you bring together your sales, marketing, and customer success teams to create a successful revenue engine that can scale with you.

Learn how PandaDoc can support your business goals with a free demo today.

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