Revenue operations used to be a behind-the-scenes function – tracking sales metrics, cleaning up CRM data, and keeping reps on track. It was largely seen as tactical support. Essential, yes. Strategic? Not quite.
But that perception is changing fast. Today, RevOps is front and center. According to a 2025 study by Wakefield Research and Salesloft, 73% of companies now have a C-suite role dedicated directly to revenue operations. That’s more than a title shift. It’s a clear signal that organizations are rethinking what fuels growth and who’s accountable for sustaining it.
RevOps is no longer just about operational support. It’s about enabling strategy, aligning teams, and driving smarter, faster decisions. And as companies face more complexity, tighter budgets, and rising customer expectations, that role has never been more important.
Why RevOps Moved From Support to Strategy
RevOps wasn’t designed to be a catch-all for go-to-market (GTM) operations. It evolved out of necessity. As sales, marketing, and customer service each optimized their own workflows and systems, cracks started to show. Multiple platforms. Different definitions of success. Disconnected data. And worst of all, inconsistent customer experiences.
At a certain point, those disconnects stop being manageable and start becoming real obstacles to growth. The most forward-thinking companies recognized that those cracks were costly, so they turned to RevOps to unify their GTM efforts and create a more connected, coordinated approach.
RevOps is uniquely positioned to do just that. With visibility across the entire customer journey and the infrastructure to turn insights into action, the function has shifted from operational cleanup crew to strategic powerhouse. Instead of simply supporting growth, it’s helping shape how it happens.
What Today’s Teams Focus On
The structure of RevOps may look different across companies, but the best-run teams share a few defining traits:
- They align cross-functional teams around shared revenue goals, not just departmental KPIs. That alignment builds trust and ensures every team is pulling in the same direction.
- They help guide strategic decisions, using data and visibility to influence how and where resources are allocated.
- They simplify complex tech stacks, giving teams the ability to act on unified, real-time insights, instead of wasting time reconciling data from different dashboards.
- They prioritize the end-to-end customer journey, making sure every hand-off is seamless and every touch point adds value.
Many are also leaning into AI. In fact, the Wakefield-Salesloft study states that 97% of RevOps leaders report measurable ROI from AI adoption, particularly in forecasting, predictive analytics, and operational efficiency.
But AI alone isn’t the magic. The teams seeing the most value are using it within an integrated data and technology strategy for more accessible insights and data-driven decisions.
The Real Value of RevOps
Though some still think RevOps is just a back-office function, the reality is that it’s become one of the most important drivers of growth. The impact shows up in four major ways:
- Better Cross-Functional Collaboration
When every team works from the same set of data and goals, they operate with more trust, clarity, and speed. - Higher Efficiency and Productivity
Streamlining operations gives teams more time to focus on high-impact work that gets better results. - A Stronger Customer Experience
Consistency across touch points helps ensure seamless transitions from first contact to renewal, which ultimately drives loyalty and lifetime value. - Resilience in Economic Uncertainty
The Wakefield-Salesloft study shows that 48% of respondents said recent economic shifts have increased the value of RevOps within their organizations and directly benefited sales growth.
Where RevOps Goes From Here
Revenue operations now has the visibility, the budget, and the buy-in to shape the future of how companies grow. But recognition alone isn’t enough.
To unlock its full potential, RevOps needs clear goals, connected systems, and the authority to lead across departments. When that happens, it becomes a strategic, cross-functional partner – one that helps organizations adapt faster, execute smarter, and build more resilient, scalable revenue models.
Because growth doesn’t just happen, it’s engineered. And RevOps is the engine that powers it.
