RevOps
Also known as: Revenue Operations, Sales Operations
Definition
RevOps is the operating function that makes revenue repeatable. It owns or coordinates lifecycle definitions, CRM hygiene, stage criteria, routing, attribution, compensation operations, renewal handoffs, forecast mechanics, and revenue reporting. In scaling companies, RevOps is the difference between founder-led sales memory and inspectable revenue architecture.
RevOps is not CRM administration. It is the control system for revenue decisions. If stage definitions are vague, source attribution is unreliable, renewals are not connected to bookings, or sales compensation rewards the wrong motion, RevOps is the place to fix it.
In a turnaround, RevOps is often the fastest path from argument to evidence.
Related terms
- Forecast Accuracy — The degree to which sales, revenue, cash, or delivery forecasts match actual results. It is a trust metric for boards and buyers.
- MEDDPICC — An enterprise B2B sales qualification framework: Metrics, Economic buyer, Decision criteria, Decision process, Paper process, Identify pain, Champion, Competition. The discipline that moves win rates from 29% to 68%.
- Pipeline Coverage — The ratio of qualified pipeline to sales target. Coverage indicates whether the team has enough real opportunities to hit the number.
Where this gets applied
- Revenue Architecture — ICP, deal-desk, sales-engineering ratios, MEDDPICC, deal-stage definitions. Move win rates from 29% to 68%.
- GTM Execution — Pipeline coverage, top-down/bottom-up motion, AE/SE ratios, comp realignment, partner-channel structure.
- Financial Infrastructure — ARR waterfalls, deferred-revenue rules, board-pack standardization, FP&A architecture.