B2B Sales Glossary

RevOps (Revenue Operations)

RevOps is the unified operations function that runs sales, marketing, and customer success on a single data, tooling, and process spine. The premise: revenue is one bowtie-shaped funnel, so the operations supporting it should not be three siloed teams.

What is revops (revenue operations)?

RevOps emerged in the 2018–2022 SaaS era when companies realized that fragmented sales-ops, marketing-ops, and CS-ops teams produced misaligned data, conflicting metrics, and rep-experience pain. A modern RevOps team owns the full GTM tech stack (CRM, MAP, sales engagement, contact enrichment, AI calling), the full set of revenue metrics (CAC, LTV, NRR, NDR, win rate, ARR), and the full set of GTM processes (territory design, comp plans, forecasting, deal desk). RevOps reports to the CRO, not to individual function leaders.

Examples

→RevOps owns Salesforce as one source of truth across marketing, sales, and CS
→Builds the revenue forecast model that the CFO uses for board reporting
→Selects and integrates tools like EazyReach so every rep has the same contact data

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Related terms

Sales Operations Specialist

A Sales Operations Specialist owns the tooling, data, processes, and reporting that let a sales team execute efficiently. They are the bridge between RevOps strategy and rep day-to-day workflow.

CRM (Customer Relationship Management)

A CRM is the system of record for every prospect and customer interaction. Modern B2B CRMs (Salesforce, HubSpot, Pipedrive, Zoho) store contact data, deal stages, activity history, and revenue forecasts — and increasingly act as the hub for AI-driven sales automation.

Sales Velocity

Sales velocity = (Number of Opportunities × Average Deal Value × Win Rate) ÷ Sales Cycle Length. It is the single most predictive metric of future revenue growth — moving any of its four levers compounds the others.

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