What is a RevOps Framework and Why You Need One

by | 27 Feb 23

In this post we’re going to give a detailed rundown of what RevOps is and what a RevOps Framework will do to help you boost your revenue whilst delighting customers! That’s the place where we all want to be, right?

Table of Contents

Use these links to jump straight to the part of the article that interests you most.

> The main goal
The benefits
> Operating Model vs RevOps framework
RevOps framework overview
> Available and established frameworks
> Waterfall vs Agile
> Why RevOps works
> Next Steps and how to get started

What is the main goal of RevOps?

RevOps (Revenue Operations) is here to optimise the efficiency and scalability of processes used by the revenue-generating people in a business. In most cases, these are the Sales, Marketing and Customer Success people. But, obviously, this can different in some companies.

So, simply put: RevOps involves streamlining and automating routine tasks, leveraging data insights to inform decisions, aligning teams and transforming operations into a continuous, measurable cycle.

And its goal is to: increase sales, customer engagement and customer loyalty – therefore increasing revenue.

That way, everyone wins and everyone is happy. Nice work, RevOps! 🚀

Benefits of introducing a RevOps framework

If the above didn’t help convince you, let’s try this:

The introduction of a RevOps framework to an organisation can have tremendous impacts both in terms of efficiency and effectiveness. A RevOps framework brings together teams from across the business, creating a unified strategy that focuses on reaching and exceeding goals.

With this amazing unification of people/teams/departments (dependent on the size of your business), people can work with each other more efficiently, allowing for cross-team collaboration and improving overall communication and culture.

A big benefit is the data-driven decision-making opportunities that a RevOps framework brings. Organisations can make informed decisions faster than ever before. By implementing a comprehensive metrics system, businesses can measure and understand their performance to quickly identify areas for improvement.

Also, with clear processes in place, companies can scale quickly without compromising quality, productivity and customer happiness.

Overall, introducing a RevOps framework is an essential step towards aligning an organisation’s goals and maximising its potential.

Are you ready for RevOps?

Find out in as little as 3 minutes!

Use our unique assessment to find out where you can supercharge your Revenue Operations success!

Are you ready for RevOps?

Find out in as little as 3 minutes!

Operating Model vs RevOps framework

Is a RevOps framework an alternative to an Operating Model? In short, no.

Here’s a little more detail: An Operation Model determines the structure of an organisation, its processes and activities, while a RevOps framework provides a set of tools and strategies to enable revenue-generating people to be effective and efficient.

What is an Operating Model?

An Operating Model is a visual representation of the internal processes and structures that a company puts in place to run its business. It shows how different components of the organisation interact with each other and how they contribute to achieving strategic goals.

The Operating Model Canvas by Andrew Campbell, Mikel Gutierrez and Mark Lancelott is an invaluable tool for businesses looking to develop or improve their operating model. It is designed to provide clarity and focus on key elements that can help organisations effectively design, implement, and manage their operations more efficiently.

Each element of the canvass has its own specific features which must be understood so it can be incorporated into a company’s operating model to reach desired outcomes. Overall, the Operating Model Canvas helps companies find strategies for long-term success by optimising their operations for maximum efficiency and effectiveness.

RevOps Framework Overview

A RevOps framework is composed of three main elements:

  1. Technology
  2. People
  3. Process


The technology consists of the technical infrastructure, data and tools that support the organisation’s operations, such as customer relationship management (CRM) software or automation and workflow platforms.


These are the individuals from revenue-generating teams including people in Sales, Marketing and Customer Success. Also added to this are the people responsible for ensuring that the whole framework and tech stack are running as intended – these people can be a dedicated internal team but are often outsourced for small and medium-sized businesses.


This element of the framework represents best practices of tasks like onboarding new customers, making sure all interactions with customers are recorded in a database, automating communication with customers, or initiating timely follow-ups for prospects. There are many more. Basically, it’s all the tasks that are needed to make you and your customers successful.

By properly bringing these three elements together the business can maximise efficiency and create a competitive advantage.

Available and established frameworks

Here we give a quick overview of 4 established frameworks:


The Accelerate framework is a comprehensive approach to managing a company’s revenue operations. It combines improved processes, technology, and data-driven insights in order to increase efficiency and improve overall performance of the people in the business. With this framework, teams are able to align sales and customer success goals with marketing objectives and streamline sales cycles, ultimately driving growth and success for the business.


Gartner’s framework focuses on four core areas: data, process, technology, and people. By leveraging these areas, organisations can become more agile in responding to customer needs and competitive pressures.


The Clari framework is designed to bridge the gap between sales and marketing teams by automating processes, gathering data into a single source of truth, and creating visibility across teams.


McAlign’s framework is an integrated approach to operationalising the customer lifecycle. It enables teams to define, track, analyse, and optimise their revenue goals across all stages of the sales funnel.

Can you improve?

Our RevOps Assessment will tell you

Use our unique assessment to find out where you can supercharge your Revenue Operations success!

Can you improve?

Our RevOps Assessment will tell you

Waterfall vs Agile frameworks

With top tech companies like Amazon, Netflix and Apple standing as the new ‘modern marvels’, our revenue-generating teams can certainly benefit from taking a closer look at how they’ve achieved their success! There’s plenty to learn that just might take us up a notch.

Teams at these companies realised that to stay ahead of the competition, they needed to adapt – so they traded in their rigid waterfall methodology for a more agile approach.


The Waterfall Model is used by companies that have a straightforward revenue process. This model ensures that each stage of the process is completed in order, before proceeding to the next. It provides clarity and an easy-to-follow roadmap for all team members to follow. Everyone knows what needs to be done at each stage. However the downside to this is that it’s not always easy to make changes or adjust the process along the way. That said, it can still be an effective tool for keeping projects on track and making sure that everyone is working towards a common goal.


The Agile Model is a more flexible and responsive approach to project management. It’s typically used in software development and IT but can easily be applied to marketing initiatives or RevOps frameworks. Unlike the Waterfall Model which requires strict procedures, Agile encourages teams to continuously “adapt” as they go, allowing them to quickly respond to changes in customer needs or competitive pressures. It also encourages collaboration and transparency, helping teams focus on their collective goals while still managing individual tasks. Ultimately, it supports an organisation’s mission to remain agile and flexible in order to stay ahead of the competition.

The four examples of established frameworks given above can be delivered in a Waterfall or Agile approach. It’s all dependent on what works best for your business.

Why RevOps Works

RevOps is the ultimate efficiency tool for any business. It combines the power of automation, data and analytics to help streamline operational processes, which in turn gives Customer Success, Sales and Marketing teams more time to focus on their core roles.

With RevOps, teams can automate complex workflows, access up-to-date customer data, and leverage powerful analytics tools that provide insights into customer behaviours. All this allows teams to quickly identify opportunities for improvement or better customer service.

Through these actions, RevOps helps businesses provide their customers with an exceptional experience that keeps them coming back. It also reduces the number of manual tasks required for operations – so employees have more time to be productive in their core roles

By driving efficiency through automation, RevOps frees up resources and reduces costs while providing excellent customer service with every step of the way.

Next Steps, How To Get Started

Outsourcing RevOps is a great solution for small and medium-sized businesses. Why? Because it reduces operational costs, increases efficiency, and provides access to experienced professionals. By outsourcing RevOps, companies can streamline their processes and scale up quickly, without having to invest in costly infrastructure or personnel.

Additionally, outsourcing allows businesses to focus on core competencies while leaving the RevOps aspects of operations to experienced professionals. As a result, small and medium-sized businesses have access to cutting-edge technology without having to commit significant resources. Furthermore, companies can create more efficient workflows as well as customise operations according to their specific needs.