RevOps — Revenue Operations — is the function that aligns sales, marketing, and customer success around shared data, processes, and technology. For most B2B startups, it's the thing they desperately need and the last thing they prioritise.

What RevOps actually does

RevOps is responsible for the infrastructure that makes revenue functions work: CRM configuration and data hygiene, attribution and reporting, tech stack integration, process documentation, and forecasting.

Without RevOps, you have reps working in disconnected tools, data you can't trust, forecasts that are always wrong, and no clear picture of where deals come from or why they're lost. This directly impacts your ability to build predictable revenue.

When you need RevOps

Earlier than most founders think. If you have more than two people involved in generating or closing revenue, you need basic RevOps infrastructure in place. At minimum: a properly configured CRM, a clear pipeline stage definition, and a process for capturing activity data.

What happens without it

Tool sprawl. Forecasting becomes guesswork. Attribution is impossible. Investor diligence reveals gaps you can't explain. New hires take longer to ramp because there's no clear system to plug into — which is exactly the kind of key-person risk that hurts valuations.

The minimum viable RevOps stack for a B2B startup

CRM: HubSpot or Salesforce, properly configured for your sales motion.

Sequencing tool: for outbound automation with activity tracking. This is where your outbound playbook lives in practice.

Data enrichment: to keep contact and account data clean.

Reporting: a single dashboard showing pipeline by stage, source, and rep.

This doesn't need to be expensive or complex. It needs to be set up correctly and actually used. At Advanced Client, RevOps structure is a core part of every GTM system we install — because without clean data and reliable reporting, everything else is guesswork.