What is RevOps & Why Should Marketing Care?

In this blog, we’ll explore what RevOps is, how it impacts marketing performance, and why adopting a RevOps mindset could be the difference between proving marketing ROI or fighting for budget year after year.

At its simplest, Revenue Operations (RevOps) is the practice of aligning sales, marketing, and customer success around a single goal: predictable, scalable revenue growth.

Instead of each team working in isolation, RevOps breaks down silos by unifying processes, data, and technology. It’s about creating one consistent operational framework across the entire customer lifecycle, from the first touchpoint through to closed deals and long-term retention.

Think of it as the connective tissue that ensures marketing campaigns aren’t just driving leads, but driving revenue.

Marketers have always been tasked with generating awareness, leads, and engagement. But in many organisations, what happens after those leads are passed on is a mystery. Without alignment, even the best campaigns can fall flat.

Here’s where RevOps comes in:

1. Smoother handoffs

RevOps makes sure leads don’t slip through the cracks. Workflows in Salesforce or HubSpot can be structured so that when marketing generates a qualified lead, it flows into the hands of sales with clear context attached. With a seamless handoff process, there’s no confusion and no missed opportunities.

2. Unified reporting

One of the biggest frustrations for marketers is the “whose numbers are right?” debate. RevOps centralises data and reporting so everyone works from the same source of truth. Instead of debating MQL counts versus SQL acceptance, teams focus on revenue contribution, something far more compelling when presenting ROI to the C-suite!

3. More precise targeting

With data unified across platforms, marketers can better segment audiences and tailor campaigns. For example, aligning HubSpot or Salesforce pipelines with firmographic data means campaigns reach the right accounts, at the right time, with messaging that matches their stage in the journey.

4. Faster attribution

When marketing and sales share the same data model, it becomes easier to track revenue back to campaigns. Whether it’s a paid social ad or a complex nurture journey, RevOps ensures marketing activity is visible at the board level and not just in lead numbers but in revenue contribution, for clear marketing attribution.

Without RevOps, marketing risks spinning its wheels. You might recognise some of these challenges:

• MQLs that never convert because sales aren’t aligned on what “qualified leads” actually means.

• Clunky lead scoring with conflicting rules across Salesforce, HubSpot, or spreadsheets.

• Inconsistent funnel stages, where marketing celebrates SQLs while sales insists they’re “not ready.”

The result is wasted spend, frustrated teams, and campaigns that don’t get the credit they deserve.

For marketers, adopting RevOps means moving away from activity-based success metrics, like email open rates or number of MQLs, and towards commercial impact. It reframes marketing as a growth partner rather than just a lead generator.

In fact, Gartner predicts that by 2026, 75% of high-growth companies will deploy a RevOps model, precisely because it creates efficiency and accountability across teams.

Both Salesforce and HubSpot are built to support RevOps principles - if configured correctly.

• Salesforce: As the system of record for many enterprises, Sales Cloud CRM allows for end-to-end visibility of the customer lifecycle. Marketing Cloud Engagement and Account Engagement can plug into Sales Cloud, ensuring campaign influence is directly tied to pipeline and closed-won revenue.

• HubSpot: Known for its usability, HubSpot provides a unified CRM where marketing, sales, and service operate in one environment. With properly defined lifecycle stages and workflows, HubSpot is a natural fit for RevOps in mid-market businesses.

The challenge isn’t whether these tools can support RevOps; it’s whether they’re set up with the right strategy, processes, and integrations in place.

To make this more tangible, let’s imagine a scenario:

A marketing manager runs a webinar campaign using HubSpot. Dozens of attendees meet the criteria for MQLs. With a RevOps framework in place:

• The leads are automatically enriched with CRM data.

• Scoring rules are consistent and shared across marketing and sales.

• Sales receives notifications with context about the campaign and attendee behaviour.

• If leads aren’t ready to buy, they’re routed back into nurture journeys with visibility.

• Both teams track revenue generated from those attendees in one shared dashboard.

Instead of arguments over lead quality or wasted time manually exporting spreadsheets, there’s one seamless flow from campaign to revenue.

To summarise, here’s what adopting RevOps delivers for marketing teams:

• Proven ROI: Easier to demonstrate revenue contribution to the C-suite.

• Better collaboration: Alignment removes friction with sales and service.

• Operational efficiency: Automation, workflows, and reporting are streamlined.

• Smarter campaigns: Access to cleaner data allows for more relevant targeting.

• Career impact: Marketers positioned as strategic partners rather than “cost centres”.

If you’re considering RevOps for your organisation, here are some practical steps to get started with Salesforce or HubSpot:

1. Audit your current processes across marketing, sales, and service. Where are the silos and handoff gaps?

2. Align definitions and metrics. Make sure MQL, SQL, and opportunity stages mean the same thing to everyone.

3. Unify data sources. Whether using Salesforce or HubSpot, ensure your CRM, automation platform, and reporting tools are integrated.

4. Set shared goals. Move away from individual team KPIs and define success in terms of revenue.

5. Start small, then scale. RevOps doesn’t have to mean a complete overhaul overnight; you can pilot changes with one campaign or workflow.

For marketing teams, the question is no longer what is RevOps. But when will we adopt it?

Those who embrace it can clearly demonstrate ROI, secure budget, and free up time for the creative, strategic work that marketers love. Those who don’t risk wasting spend, missing opportunities, and being seen as disconnected from revenue.

At MarCloud, we help teams implement RevOps-ready frameworks in Salesforce and HubSpot so that marketing isn’t just filling the funnel, it’s driving measurable growth.

Ready to explore how RevOps could work for your business? Get in touch with us and we’ll help you align your marketing, sales, and service functions for true impact.