Introduction
Revenue Operations, commonly referred to as RevOps, is a strategic framework that aligns sales, marketing, and customer success teams to drive revenue growth. This framework has become an integral part of modern companies, with 70% of RevOps teams shaping their organization’s overall strategy, and 52% taking ownership of enablement initiatives.
The main purpose of RevOps is to unite go-to-market (GTM) teams and break down silos. This helps keep each GTM department on track, and working toward the same revenue-generating outcomes. Key aspects of RevOps include process optimization, tech stack ownership, and data-driven decision making. Combined, these elements reduce friction, accelerate the sales process, and enable leaders to refine their strategies and focus resources where they will have the greatest outcome.
In this article, we’ll explore the benefits of implementing a RevOps tech stack, key features to look for, and dive into the top 5 revenue operations tools of 2024.
Benefits of a RevOps Tech Stack
Before we dive into the benefits of having a RevOps tech stack, let’s start by answering an important question: What are revenue operations tools?
Revenue operations tools are software systems designed to help optimize a company’s revenue-generating activities. For example, Salesforce, HubSpot, and Marketo are all considered RevOps tools because they streamline interactions, centralize data, and automate manual processes.
When you leverage a RevOps tech stack, versus a single revenue operations tool, you’re using a set of integrated solutions that work together to address every aspect of your revenue operations instead of just one element of it. This integration enables you to improve data accuracy, collaboration, and workflows.
The benefits of a RevOps tech stack include:
- Centralized data: A RevOps tech stack provides GTM teams with instant access to a centralized pool of data, ensuring that everyone is working from the same information. This unified, single source of truth helps eliminate confusion while reducing the potential for errors.
- Data accuracy and consistency: With a RevOps tech stack, the data is updated in real time and shared across teams. This means rather than disparate data sources, everyone is working with the most up-to-date, accurate information.
- More efficient workflows: With RevOps, teams are unburdened by manual tasks (like data entry), meaning they can dedicate more time to strategic activities like building customer relationships, refining sales tactics, and driving revenue growth.
- Improved collaboration: With your GTM teams using the same tools and data, it’s easier for them to communicate and collaborate. This synergy promotes greater efficiency, better collaboration, and more efficient decision making across teams.
- Scalability: The right tech stack tools will grow alongside your business because they’re designed to be scalable, meaning they can handle increasing amounts of data, users, and complexity. This scalability matters because it means as your company grows, the investments you make today won’t turn into wasted resources in the future.
The takeaway? Having the right tools can empower your organization to optimize revenue and enhance the customer experience by aligning sales, marketing, and CS teams.
Key Features to Look for in Revenue Operations Tools
When you’re ready to implement RevOps tools, it’s important to start by assessing your current tech stack. After all, you want these tools to work together to reduce your workload — not increase it. Begin by asking yourself these questions:
- What tools are we currently using, and how well are they integrated? When considering this question, evaluate how well your existing tools are working together and if there are any gaps causing data silos or communication issues.
- Where are there bottlenecks in our processes? The key here is to identify areas where your team is spending too much time on manual tasks so you can determine which RevOps tools will address these bottlenecks.
- Do our existing tools promote collaboration? When assessing your current tech stack, it’s essential to evaluate whether your tools encourage and facilitate collaboration between departments.
Once you have a clear understanding of your current tech stack—how well it integrates, where bottlenecks exist, areas needing improvement, and whether it promotes or hinders collaboration — you can make more informed decisions about what RevOps tools to add to the equation.
Before moving forward with a specific RevOps tool, here are several key features to look for:
- Seamless integration: Whatever tool you select should easily integrate with your existing systems and platforms, otherwise implementing it will be a headache, it won’t work as intended, and you’ll probably have issues with adoption. Remember, integration is crucial in order to maintain a single source of truth so that communication isn’t disrupted and decisions are made based on accurate, up-to-date information.
- Forecasting capabilities: Look for tools that offer advanced forecasting features. Accurate forecasting helps your teams predict revenue trends, set realistic goals, and make strategic decisions based on data driven insights. It also keeps your GTM teams aligned with your overall business goals.
- Cohesive collaboration: When choosing RevOps tools, it's important to think about how well they help different departments work together and connect with the tools you're already using. Look for features that let everyone share data easily, communicate in real time, and track progress as a team. Tools that promote these collaborative workflows help make sure everyone is on the same page and prevent misunderstandings.
- Customizable reporting and dashboards: The ability to create custom reports and dashboards is critical. These features allow you to track the metrics that matter most to your bottom line and present them in a way that’s easy to understand and actionable. Customization also enables each team to effectively monitor KPIs while also contributing to the broader organizational objectives.
- Automation capabilities: Automation is a cornerstone of efficiency in RevOps. Look for tools that can automate routine tasks such as data entry, lead nurturing, and follow up communications. Automation not only saves time but also reduces the risk of human error, so your teams can focus on more strategic initiatives.
Now that you know what features to look for, let’s dive into the next section where we’ll explore the top 5 revenue operations tools for 2024.
Top 5 RevOps Tools for 2024
6Sense
6Sense is an AI-powered intent data platform that predicts buyer intent and identifies high-value accounts, providing your revenue team with the data and insights needed to convert pipeline into revenue.
Integrations
6Sense offers a large array of integrations, making it seamless to connect with your existing tech stack. These integrations span across various categories:
- CRM: Salesforce, Microsoft Dynamics, HubSpot
- Marketing Automation: Marketo, Outreach, Drift, Infuse Media, Hushly
- Sales Enablement: Clari, Gong
- Market Intelligence: Gartner Digital Markets, G2
The company serves a variety of industries, including business services, financial services, manufacturing, technology, and transportation & logistics. Its offerings and integrations are designed to enhance efficiency and streamline operations across these sectors. By connecting with CRM, marketing automation, and sales enablement tools, 6Sense helps these industries optimize their tech stacks, enabling better decision making and more efficient workflows.
Key features
Designed specifically for GTM teams such as sales, marketing, and RevOps, 6Sense helps professionals across demand generation, digital marketing, and sales optimize their efforts.
For sales teams, 6Sense provides contact and company data, along with account intelligence, allowing them to focus on the right prospects at the right time. The platform’s prioritization dashboards and predictive analytics help these teams identify which leads are most likely to convert, saving time and improving efficiency.
For marketing teams, including CMOs and digital marketers, 6Sense captures buyer intent data and automates prospecting workflows. This helps in building targeted audiences for campaigns and running personalized email campaigns. The platform also supports targeted advertising, enabling better resource allocation.
And for RevOps and demand gen teams, 6Sense offers data enrichment rolls, account identification, and audience building capabilities. These features allow teams to target the most valuable accounts with the most relevant messaging.
To learn more about 6Sense and how it can help your organization predict buyer intent and identify relevant accounts, click here.
Default
Default is a revenue operations platform that streamlines sales, marketing, and CS processes.It enables teams to enrich, sync, and update CRM data in real time, making it easier to recover unattended leads and establish clear rules for reps to follow in their sales processes. Default also helps RevOps teams with lead automation.
Integrations
Default connects with various CRM, enrichment, sales engagement, automation, conferencing, and productivity tools. Examples include:
- CRM: Salesforce, HubSpot
- Marketing Automation: HubSpot, Customer.io, Marketo
- Sales Enablement: Salesloft, Apollo.io Sequences
- Productivity: Google Calendar, Slack, Zapier
These integrations are designed to help teams automate manual tasks (such as lead routing), focus on qualified inbound pipeline, and simplify workflows.
Key features
With automated scheduling, lead routing, form and data enrichment, and workflow capabilities, Default’s features help teams be more productive.
For sales teams, automated scheduling means reps can spend more time engaging with prospects and building stronger relationships. This, in turn, increases deal velocity and customer and prospect satisfaction. In addition, Default’s lead routing funnels prospects to the right team members automatically, which reduces response times and increases the likelihood of closed won deals.
For marketing teams, Default’s form and data enrichment capabilities make it easier to capture more relevant prospect information, such as industry, company size, and recent engagement history. These details offer a more comprehensive overview of each prospect, which allows marketing teams to customize their content and outreach efforts accordingly.
And for RevOps and demand gen teams, automated workflows reduce the manual effort required for repetitive tasks, enabling them to focus on strategic planning and GTM efforts.
To learn more about Default and how it helps with revenue operations, click here.
Accord
Accord is a Deal Execution Platform that helps revenue teams drive execution excellence by standardizing how they sell, onboard, and expand with customers. Accord’s platform is designed to drive consistency and accuracy across every deal by aligning deal criteria with CRM opportunity stages. The ultimate goal is to increase productivity per rep, deal velocity, and win rates, all while reducing time to live and delivering objective, accurate forecasts.
Integrations
Accord integrates directly with the most popular SaaS tools, including:
- CRM: Salesforce, HubSpot
- Marketing Automation: HubSpot
- Sales Enablement: Clari, Gong
- Productivity: Slack, Gmail, Zapier
In addition to these tools, Accord also offers its users the ability to connect to its API for more customized integration options.
Key features
With features like stakeholder identification, standardized business cases, account plans, multi-threading, mutual action plans, and approved playbooks, Accord enables GTM teams to create consistency and predictability, forecast with confidence, drive accountability, and engage the right stakeholders at the right time.
For sales teams, Accord simplifies the sales process by providing clear and actionable account plans and mutual action plans. These tools help sales reps stay organized and involve the right stakeholders at every stage which keeps the sales process on the right track. The platform’s standardized business cases and approved playbooks offer sales professionals a blueprint for success so they can close more deals in less time. Additionally, Accord’s multi-threading capabilities allow reps to connect with multiple stakeholders within an account, so they can make sure all relevant decision makers are involved, which is becoming essential to close more complex, enterprise-level deals.
For marketing teams, Accord offers stakeholder identification and account planning so organizations can easily align their sales and marketing efforts. With information about key decision makers readily available, marketing teams can customize their outreach campaigns, and make sure any content and assets they create resonate with their target audience. These capabilities lead to more effective lead nurturing and higher conversion rates, both of which have a positive impact on an organization’s bottom line.
And for Rev Ops and demand gen teams, Accord provides the tools to drive operational efficiency and predictability across the entire GTM strategy. With mutual action plans and approved playbooks, RevOps can make sure all teams are following a consistent, repeatable process which ultimately leads to more accurate forecasting and better resource allocation. By standardizing business cases and account plans, Accord helps RevOps teams maintain a high level of accountability, so that every team member knows their role and responsibilities.
To learn more about Accord and how it helps organizations drive execution excellence, click here.
Clari
Clari is a revenue intelligence platform that provides in-depth insights into sales performance so that GTM teams can make informed decisions, forecast with accuracy, and identify and mitigate risks early on in the sales cycle.
Integrations
Clari integrates with 41 platforms, including:
- CRM: Salesforce, HubSpot
- Marketing Automation: HubSpot
- Sales Enablement: Gong, Salesloft, Outreach, Highspot
- Market Intelligence: 6Sense, Showpad
These pre-built integrations are designed to help GTM teams centralize data, simplify workflows, and make more informed, data-driven decisions.
Key features
With features like automated sales coaching, real-time visibility into the sales pipeline, and accurate forecasting, Clari enables revenue teams to capture, analyze, and align their efforts with key business objectives.
For sales teams, Clari provides automated coaching and feedback, helping reps improve their performance and close deals more efficiently. With real-time visibility into the sales pipeline, reps can track the progress of each deal, identify risks early on, and adjust their strategies as needed so they can win more deals.
For marketing teams, Clari offers automation tools that enable marketing professionals to align their efforts with sales to ensure consistency and cohesion throughout the sales process. The platform’s analytics allow marketers to track the effectiveness of their campaigns, understand how leads are progressing through the funnel, and make data-driven decisions to optimize future efforts.
And for Rev Ops and demand gen teams, Clari provides accurate forecasting capabilities, which helps these professionals predict revenue trends, and make informed decisions about resource allocation. Additionally, Clari's comprehensive analytics allow RevOps to identify challenges, streamline operations, and keep all revenue-generating activities top of mind and aligned with the organization’s main objectives. For demand gen teams, the real-time data enables quick adjustments to campaigns, so their efforts are aligned with sales.
To learn more about Clari and how it can help your GTM teams make more informed, data-driven decisions, click here.
Gong
Gong is a revenue intelligence platform that records and analyzes customer conversations to help users engage customers, forecast accurately, improve team productivity, and drive revenue growth.
Integrations
Gong integrates with a wide range of platforms, including:
- CRM: Salesforce, HubSpot, Microsoft Dynamics 365
- Marketing Automation: HubSpot, Sendoso, Zapier
- Sales Enablement: Managr, LinkedIn Sales Manager, Gainsight
- Market Intelligence: Showpad,Insight7, Storydoc
With integrations spanning account insights, buyer intent, contact enrichment, web conferencing, workflow automation, and more, Gong helps GTM teams gain a holistic view of their customer interactions, leading to better decision making and cross-team collaboration.
Key features
Designed to help revenue teams gain a better understanding of how they interact with customers and prospects, Gong uses AI-powered insights to analyze interactions. This includes video calls, phone calls, emails, and other communications. The platform highlights key topics, frequently asked questions, action items, and the overall relationship dynamics between GTM teams and prospects and customers.
Some of Gong’s key features include win/loss analysis to see what’s working and what’s not, risk assessment to identify deals that might be in trouble, pipeline visibility to track progress, and coaching progress based on real interactions to help your team improve.
For sales teams, Gong is a popular tool because it provides clear, actionable insights regarding their interactions with prospects. This detailed feedback enables reps to understand what’s resonating with their prospects and what isn’t so they can adjust their approaches accordingly. Gong’s risk assessment and pipeline visibility features help sales leaders keep their teams organized and accountable.
For marketing teams, Gong paints a clear picture of what resonates with prospects by analyzing the conversations reps are having. This enables marketers to meet prospects where they are and create content and GTM campaigns that will resonate.
And for RevOps and demand gen teams, Gong’s forecasting capabilities allow for more accurate revenue predictions, while the ability to tie initiatives directly to objectives keeps GTM efforts aligned with KPIs and revenue targets.
To learn more about Gong and how it can help your organization better engage with customers and improve productivity, click here.
Conclusion
The right revenue operations tools can make the difference between struggling to hit your targets and consistently driving revenue growth. Do your due diligence, and take the time to research and evaluate different options to find the RevOps tech stack that aligns best with the unique needs of your company. Remember, what works for one organization might not be the perfect fit for another, so it’s essential to consider your specific goals, challenges, and existing infrastructure. By investing in the right tools, you’ll set yourself and your team up for both short- and long-term success.
