What Is RevOps & Why It Matters in 2025
Ask any GTM leader what they’re focused on in 2025, and you’ll hear the same themes: alignment, automation, AI, efficiency, growth. But the connective tissue holding all those goals together is Revenue Operations. And while RevOps isn’t new, it’s evolving fast, and becoming essential for companies that want to stay competitive.
If your company is serious about scaling with clarity and speed, understanding RevOps isn’t optional. It’s the operating system for modern revenue teams.
What Is Revenue Operations?
At its core, Revenue Operations (RevOps) is the function responsible for aligning sales, marketing, and customer success around shared goals, unified data, and consistent execution. It's not just sales ops with a rebrand. It’s a strategic function that builds the systems, processes, and insights that drive predictable growth.
Here’s how we define it at Domestique:
RevOps is the strategic and operational backbone across the entire customer journey, from demand creation to expansion. It focuses on five core workstreams:
Strategy – Everything starts here. This is your GTM strategy. If it’s not written down it doesn’t exist. RevOps should be a proactive partner in helping you define and plan your GTM strategy.
Process – This is how you actually execute your GTM strategy. Things like how Marketing defines the MQL, how a BDR runs a first phone call, what sales methodology you use, and how your customer success team renews a customer.
Technology – This is your entire GTM technology stack, not just your CRM. Your processes should dictate how you architect your technology stack, not the other way around. The biggest mistake we see people make is putting their tooling before their strategy and process.
Data – Data comes out of your tech stack. Three things about data: 1. Only measure what you can make a decision around. No one cares that you have 100 dashboards. 2 Data should fly at the right altitude, but come from the same source of truth. 3. Data should be presented in a way that the end consumer can take action on it.
Enablement – This is your closed-loop feedback system. Enablement is how you reinforce your process into your teams and make sure everyone is running the same play. Enablement includes things like understanding your sales methodology, market competition, how to use your GTM tech stack and how to engage with the rest of the GTM team.
RevOps isn’t just about fixing broken CRMs or chasing down dashboards. It’s about making your go-to-market system work, for the CEO, the BDR, the marketer, and everyone in between.
Why RevOps Matters in 2025
RevOps has become more than just a best practice. In 2025, it’s a competitive advantage. Here's why:
1. AI Adoption Starts in RevOps
RevOps is leading AI adoption for revenue teams. Not because it’s trendy, but because the function sits at the intersection of data, systems, and decision-making. AI needs clean, structured data and clear processes to deliver value. That’s what RevOps is already building.
In high-performing companies, RevOps is implementing AI to:
Automate lead scoring and routing
Predict pipeline coverage and deal risk
Generate real-time insights for GTM teams
Power attribution and forecast models that actually reflect reality
As AI evolves, so does RevOps. But the core principle remains: AI is only as good as the operations behind it.
2. GTM Roles Are Splintering and RevOps Is the Glue
You’ll hear new job titles popping up in GTM orgs: GTM Engineer, GTM Architect. These roles are signs of maturity. But they’re all extensions of RevOps, and understanding their place is critical.
GTM Architect
Focus: Designing GTM systems and processes
Outputs: Tooling blueprints, process maps, lifecycle stage definitions
Skills: Systems thinking, vendor evaluation, process modeling
Reports to: RevOps leadership or cross-functional GTM
GTM Engineer
Focus: Building automations, integrations, and data pipelines
Outputs: CRM workflows, API connections, dashboard reliability
Skills: SQL, tools like Segment, Salesforce, HubSpot
Reports to: RevOps
Revenue Operations
Focus: Driving alignment, execution, and performance
Outputs: Forecasts, attribution models, dashboards, enablement programs
Skills: Strategic thinking, cross-functional leadership, analysis
Reports to: Ideally the CEO
Think of it this way:
Architects design. Engineers build. RevOps drives results. In high-functioning orgs, they all work together under one vision.
3. Scalable Growth Requires Cross-Functional Accountability
2025 GTM teams aren’t just trying to grow, they’re trying to grow efficiently. That’s not possible if sales, marketing, and CS are playing different games.
RevOps enables scalable growth by enforcing shared definitions, aligning incentives, and holding teams accountable to the same goals. It’s how you avoid the “I hit my number but you didn’t hit yours” loop that sinks so many companies.
It’s also how you build capacity models, demand councils, and pipeline forecasts that aren’t just math exercises, they’re the plan.
What This Looks Like in Practice
Let’s say your marketing team is tasked with doubling pipeline contribution this year. Without RevOps, that means throwing more money at campaigns and hoping sales keeps up.
With RevOps, you ask better questions:
Do we agree on the definition of a qualified lead?
Are our lifecycle stages aligned in Salesforce and HubSpot?
What’s our baseline MQL-to-opportunity conversion rate?
How will we track progress in our weekly demand council?
Suddenly, you’re not just setting targets, you’re operationalizing them.
If 2023–2024 was about surviving economic headwinds, 2025 is about building a resilient, aligned revenue engine. That means putting Revenue Operations at the center of your GTM strategy.
RevOps isn’t about who owns Salesforce. It’s about who owns growth.
And in 2025, the companies that grow fastest and smartest are the ones where RevOps has a seat at the table, a system for execution, and the authority to drive change.
