RevOps Stack

RevOps Stack is The collection of tools a RevOps team manages: CRM, sales engagement, data enrichment, BI, marketing automation, and conversation intelligence. Integration and data flow between tools is the real challenge.

The RevOps stack is the technology backbone of the revenue engine. It's not just a list of tools; it's how those tools connect, share data, and create a unified view of the customer journey from first touch to renewal. The average B2B company runs 10-15 revenue tools. The problem is rarely the tools themselves. It's the gaps between them.

Every tool generates data. CRM has opportunity data. Marketing automation has engagement data. Sales engagement has activity data. Conversation intelligence has call data. Enrichment tools have firmographic data. RevOps is responsible for making all of this data flow together so that a single account view actually reflects reality across every system.

Core Stack Categories

System of record (CRM): Salesforce, HubSpot. Everything flows to and from here.
Sales engagement: Outreach, SalesLoft. Sequencing, email, calling, task management.
Data enrichment: ZoomInfo, Clay, Apollo. Contact and account data.
Revenue intelligence: Gong, Clari. Forecasting, call analytics, deal inspection.
Marketing automation: Marketo, HubSpot, Pardot. Campaign execution, lead nurturing, scoring.
BI and analytics: Tableau, Looker, Power BI. Custom reporting beyond what CRM dashboards offer.
Integration layer: Workato, Tray.io, Zapier. The glue that connects everything.

Stack Governance

RevOps owns the buying decision, the implementation, the integration architecture, and the ongoing ROI evaluation. The biggest trap is tool sprawl: buying point solutions for every problem until you have 25 tools, 15 integrations, and data living in 8 places. Stack consolidation is a major trend as teams realize fewer, well-integrated tools outperform a bloated stack.

Frequently Asked Questions

How many tools should be in a RevOps stack?

Best-in-class teams typically run 8-12 core tools, well-integrated. The number matters less than the integration quality. A 15-tool stack with clean data flow between systems beats a 6-tool stack with manual CSV exports bridging the gaps. Audit tool usage quarterly. If less than 60% of licensed users are active on a tool, it's probably shelfware.

Who owns tool buying decisions in RevOps?

RevOps should own or heavily influence every revenue tool purchase. That includes tools used primarily by sales, marketing, or CS. Without centralized governance, you end up with duplicate functionality, incompatible data models, and integration nightmares. Establish a tool request process: business case, integration requirements, data flow plan, and ROI criteria before any new tool gets approved.

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