How to Build the Ideal RevOps Tech Stack for Your Needs

RevOps is like your organization's engine: It empowers you to grow and scale sustainably by aligning sales, marketing, and customer success teams. But what technology do you need to support this complex effort? 

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The answer is a robust, advanced RevOps tech stack, the technology backbone to unify and enhance your revenue operations team.

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The right RevOps tech stack can make all of the difference, but deploying and managing can be a big undertaking.

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It requires you to understand more than your tech starting point and organization needs. You must also analyze potential risks, plan for successful enablement, make financial investments, and navigate the challenges of transitioning to a new technology stack for revenue operations. 

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And with the right preparation, you can best prepare yourself and your organization while reducing risks. 

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In this article, we’ll guide you through assessing your current RevOps tech needs and understanding the key components of a comprehensive RevOps tech stack. We’ll also cover some tips for implementation. 

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The Impact of an Optimized RevOps Tech Stack

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Organizations might rightly fear overhauling their tech stack. Aside from the financial investment, implementations and employee training take time. Moreover, data shows successful digital transformations aren’t as common as organizations hope.

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However, companies can take steps to vastly improve their outcomes with the right expertise and decision-making criteria—which we’ll explore below.

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And when executed properly, RevOps tech delivers a powerful impact on results. As McKinsey’s research shows, today’s innovative companies rely on leveraging technology to outperform their competitors, achieving operations defined by characteristics that include:

• Business leaders receive insightful, actionable data
• Sales processes revolve around capturing and leveraging data
• Integrated, cross-functional teams replace operational and data silos
• Employees receive secure access to data and analytic tools
• Extensive automation facilitates processes benefitting from a “no human touch” mindset

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Assessing Your RevOps Technology Needs

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The first step in curating and deploying a custom RevOps tech stack for your organization is to analyze your starting point. What RevOps technology needs does your organization have, and how can they help you accomplish your larger business goals?

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Here are the two steps you should take to assess your tech needs: 

• Identifying business objectives: What are your current business goals? Are you looking to improve sales margins, boost customer outcomes with customer success, or better execute your marketing visions? And how can you use your technology selection for business growth?
• Evaluating current technologies: Next, critically assess your current technologies. What should you keep, upgrade, or replace? What pieces of tech cause headaches and collective groans from your team members, and which are beloved, inefficient, and still stand the test of time? 

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Key Components of a RevOps Tech Stack

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Creating a custom-fit RevOps tech stack is like piecing together a complex puzzle: You need to find the right piece and make sure they all fit together at the end of the day.

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With that in mind, here are the key tech components for your RevOps framework that you can consider deploying in your organization. 

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CRM Software

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Customer relationship management (CRM) systems are a central repository for all information on prospective and current customers, enabling your team to manage and nurture relationships effectively. 

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They’re notable for:

• Excellent contact and lead management
• Customer data integration
• Pipeline management
• Customer information organization (used to more effectively manage customer relationships)

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Marketing Automation Tools

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Marketing automation tools help you nurture marketing leads, drive conversations, and overall enhance your marketing outcomes while reducing workloads. They include features for:

• Email marketing
• Lead segmentation
• Lead nurturing
• Workflows
• Campaign management
• Analytics and reporting

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Data Analytics Platforms and Business Intelligence Tools

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These tools are the lifeblood of any successful RevOps tech stack because they transform raw data into actionable insights leveraged to drive growth. Data analytics and business intelligence tools might assist with:

• Data collection and aggregation from your CRM and other systems
• Data cleaning and preparation
• Data visualization via dashboards and reports
• Predictive analytics to forecast potential future trends and outcomes

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You can choose to integrate a traditional data analytics tool into your tech stack or use “middleware,” which acts as a system integration tool between different software, applications, and databases. MuleSoft is an example of a middleware solution that connects information across disparate tools. 

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Data Storage

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Data storage is often overlooked as software for RevOps, but it’s critical to a team’s data integrity, accessibility, and security. You can implement cloud-based storage (which is often easily scalable and cost-effective) or on-premises storage (which provides greater control but requires significant upfront investment).

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Documentation Storage

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A well-organized documentation storage and retrieval system is essential for knowledge-sharing. Tools such as OneNote, Google Docs, Quip, and Notion allow your RevOps team to easily access and organize documents, collaborate, control versions, and protect sensitive information with security controls.

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Many of these tools are cloud-based solutions for RevOps tech needs.

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Integrating and Implementing Your RevOps Tech Stack

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Choosing your new RevOps tech stack is one thing, but integrating it successfully is another critical deployment aspect. Here are some revenue operations best practices and tips to keep in mind when integrating a new RevOps tech stack in your organization:

• Choosing integration-friendly tools: The tools of your RevOps tech stack can’t be effective in isolation; they have to be integration-friendly with one another. Choose tools that can seamlessly integrate with each other, smoothly communicate data, and support cross-functional operations. Additionally, establish an API management plan, particularly for testing and deploying updates and patches so they don’t break integrations.
• Create a step-by-step implementation plan: Instead of rolling out bits of tech here and there, create a comprehensive step-by-step implementation plan for your new tech stack. You should define the scope and goals of your tech transition, select and prioritize tool implementation, create a data migration and integration strategy, and include a phased rollout approach to ensure successful execution. 
• Security and compliance considerations: Depending on your industry, you may need to ensure that certain technology platforms and tools are purpose-built for regulatory compliance. For example, entities subject to the Health Insurance Portability and Accountability Act will need to carefully assess how data will be processed and transmitted to protect patients’ right to privacy.
• Training and adoption: Successful implementation of a new tech stack relies heavily on user adoption. This means transparently communicating the value and purpose of new tech tools and addressing resistance to change by encouraging a positive atmosphere around adoption. To ensure teams are trained properly and fully adopt new systems:some text
  • Offer a variety of training opportunities.
  • Identify specific training requirements for different roles and departments.
  • Create comprehensive training materials.
  • Offer ongoing training and development opportunities to keep employees updated. 
• Continuous evaluation and adjustment: A new, high-performing RevOps tech stack is dynamic and requires ongoing monitoring, evaluation, and optimization. Ensure it continuously meets your business’ needs by monitoring its performance with revenue operations KPIs and metrics and data analysis. Also, gather and analyze user feedback to understand and improve their experience and address any pain points. 

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Case Study: LINKSQUARES’ Successful RevOps Tech Stack Implementation

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While going to market, LINKSQUARES determined that it didn’t have the appropriate technology infrastructure to support its policies and strategic direction. Although LINKSQUARES had recently hired a new RevOps leader, the rest of the team was not filled out, leading to a growing project backlog.

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Beginning its partnership with Operatus on a project-by-project basis, LINKSQUARES quickly switched to our RevOps as a Service model based on early successes in managing the backlog. Our team was tasked with hands-on, day-to-day support for a tech stack, including:

• Salesforce
• Hubspot
• ZoomInfo
• LeanData
• NetSuite

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Via strategic guidance, technical recommendations, continued support, and even consultancy regarding hiring to help bring on more internal team members, Operatus achieved a purpose-built optimized tech stack that improved:

• Lead routing and lead-to-account matching
• Prospect engagement rules to boost sales process efficiency
• Thorough documentation to facilitate future migrations alongside ongoing management and maintenance
• Key metrics integrated with accounts for better visibility and analysis
• Data augmentation
• New tool integration

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Leverage RevOps as a Service With Operatus

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Siloing sales, marketing, and customer success leads to gaps in your organization, hinders growth, and impacts the customer experience. If you’re ready to unify your organization to accelerate growth and improve outcomes, then Operatus is here to help.

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Operatus offers a suite of advanced RevOps as a service solutions to help your business unlock its full revenue potential. 

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Ready to get started? Set up a time to talk with our team of RevOps experts today.