RevOps is Not a Tool
RevOps is a strategic framework, not a tool. It's about aligning teams, driving change, and fostering collaboration for business success.
RevOps is not a tool. RevOps is not a tool. RevOps is not a tool.
I can’t stress this enough because, after the recent shutdowns of a few RevOps startups, some people have made a Freudian slip. They’re confusing the failure of a tool with the failure of RevOps itself.
That’s like saying because Vine failed, short-term video content failed too. But we all know how that turned out. Vine was replaced, and now short-form video content is thriving more than ever.
So, What Is RevOps?
It’s time to set the record straight. RevOps is not just a shiny software solution. It’s:
A strategic framework that integrates departments.
A department within an organization’s structure.
A role that exists within teams.
When I talk to people outside the RevOps bubble—developers, designers, product managers, front-line workers, and even lawyers—I explain it like this:
"We in RevOps focus on breaking down silos between departments to positively impact business performance and enhance client experiences."
Without fail, the response is always the same:
"Oh, at my job, the silos are so bad. Nobody talks to each other, and we waste so much time and energy..."
The story repeats, again and again.
Do You Need More Confirmation?
We’ve got the data to back it up. Harvard Business Review reports that 90% of sales and marketing teams are misaligned, and IDC Markets shows that 20-30% of potential revenue is lost due to that misalignment.
Folks, this is a big deal. There’s a lot of work to be done.
The Hard Truth About RevOps
Let’s be real: RevOps isn’t easy. It’s not just about implementing the latest tool and calling it a day. It’s about change management, and anyone who’s been through a significant organizational shift knows that change management takes time and effort.
In fact, if you’re thinking about investing in a RevOps tool, I’d urge you to reconsider. Spend that budget on a leadership coach instead. The ROI of developing strong leadership skills will far outweigh any tool you might adopt.
Why? Because RevOps Is More About People Than Tools
At its core, RevOps is about soft skills. It’s about fostering collaboration, communication, and alignment across teams. Things that no tool can truly fix. For lasting impact in RevOps, soft skills trump hard skills every time.
Key Takeaways
RevOps is not a tool.
RevOps is a strategic framework that integrates departments.
RevOps is a department within an organization’s structure.
RevOps is a role that exists within teams.
🕊️
P.S.
I’m not saying there’s no place for tools. If you find a tool that genuinely adds value, by all means, go for it. Just remember, RevOps isn’t about the tools—it’s about the people and the processes.
Revenue Wizards is a hands-on Revenue Operations Consultancy for growth companies focusing on efficiencies. We provide GTM & RevOps support with the goal of Revenue growth, GTM cost reduction, and Profitability. You can learn more about Revenue Wizards here.
Zhenya Bankouski is Co-Founder and Revenue Operations Partner. You can follow him on LinkedIn 🔔 where he posts regularly with practical advice on building efficient RevOps teams and truly data-driven organizations.
Haris Odobasic is Co-founder and Revenue Strategy Partner. Enjoys bringing strategy to life with RevOps.