What if the secret to scaling your business wasnโt just a better sales team, or a more clever marketing funnel but a fully integrated approach to revenue? Thatโs the promise behind The RevOps Advantage: How to Maximize Your Revenue Teamโs Potential, co-authored by Dr. Amy Osmond Cook.
In this exclusive conversation, with Scott โShalomโ Klein on the Get Down To Business podcast, Amy Cook, CMO at Fullcast, discusses why Revenue Operations (RevOps) is a strategic growth engine. She shares the advisory-backed inspiration behind the book, practical insights from Fullcastโs proprietary 2025 State of RevOps Survey, and what every founder and go-to-market leader should be doing right now to future-proof their organizations.
Here are some interview highlights:ย
Scott: Letโs start at the beginning. What is RevOps, and why do you emphasize that itโs a growth engine rather than just a support function?
Amy: Iโm so glad people are asking this question because thatโs exactly why our publisher reached out. Inspired by Frank Slootmanโs Amp It Up and Snowflakeโs journey busting silos, they asked us to write a book defining this new function, and we jumped at the opportunity.
If you think about whatโs happening in business todayโitโs harder to sell than ever before. Silos and bureaucracy are slowing companies down. RevOps is the answer to that. Think of it like a Formula 1 pit crew: the business is the race car, and RevOps keeps it running faster, smarter, and more efficiently.
Scott: Your book notes that companies with dedicated RevOps functions are 30% more likely to hit their revenue goals. Whatโs driving that kind of performance?
Amy: It all comes down to running a model that actually works for todayโs market. Legacy structuresโbuilt in the โ50s through the โ80sโjust donโt cut it anymore. There are too many layers, too many silos, and not enough agility.
In the book, we introduce what we call the Fullcast Factor Framework for efficient growth. It focuses on team alignment, speed, integration, and data-driven execution. The businesses that are winning today are moving fast, breaking down walls, and leveraging RevOps to unify GTM functions.
Scott: As Chief Marketing Officer of Fullcast, how have you seen marketing evolve within the RevOps framework?
Read more: Catch the SPM Vision with Fullcastโs Automated Comp Planning
Amy: Marketing has become central to the entire customer journeyโfrom first touch to evangelism. Today, 60โ70% of a buyerโs journey is complete before they even talk to a salesperson. This stat is backed by Salesforce, Forrester, and Gartner.
So, marketing isnโt just top-of-funnel anymore. Itโs aligned with tech leaders like the CIO and growth leaders like the CRO. It touches acquisition, retention, upsell, and customer experience. Itโs about building a system where marketing supports revenue at every stage.
Scott: Your team also conducted the 2025 State of RevOps Survey. What were some of the most surprising insights from that research?
Amy: One of the biggest surprises was that even as companies aim to reduce their tech stack by 20%, they still have budget for new AI tools. In fact, the average company already has three AI-powered tools in their RevOps tech stack. Thatโs pretty remarkable for such a new category. It shows how essential AI has become in sales performance and forecasting.
Scott: Letโs talk about the future. What should modern go-to-market leaders be doing today to build a RevOps function thatโs future-ready?
Amy: I learned a lot from one of my heroes, Louis Poulin, who built RevOps teams at AWS, PayPal, and Buildertrend. He helped us create detailed organizational models in the book, whether youโre SMB, mid-market, or enterprise.
Future-ready RevOps means combining marketing ops, sales ops, data ops, and enablement under one integrated umbrella. It means thinking in systems. Syncing every team, every function. And of course, staying on top of AI trends and evolving your strategy as the landscape changes.
Read more: Louis Poulin: Fix Revenue Flow By Transforming Silos into Streams
Scott: Before we wrap up, whatโs one piece of homework youโd give to a CEO or founder whoโs considering implementing or optimizing RevOps?
Amy: As a founder myself, Iโd suggest this: take 15 minutes and write down all the things in your business that arenโt working well. Be honest. Then hand that list to your RevOps lead.
Iโd bet that 90% of those pain points are tied to RevOps, whether it’s inefficiencies, lack of visibility, misaligned incentives, or process bottlenecks. That list is your blueprint for transformation.
Click here for the full interview!ย
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