Is CEO confidence slipping?
Optimism about company performance has fallen to 60%, down from 84% just a few months ago, according to the 2025 Fortune/Deloitte CEO Survey. At the same time, more than half of CEOs report pessimism about the global economy, citing inflation, geopolitical instability, and broader uncertainty as their top concerns.
In CEOWORLD Magazine, Fullcast Co-Founder and CMO Dr. Amy Osmond Cook recently shared ideas from her newly-released book, The RevOps Advantage: How to Maximize Your Revenue Teams’ Potential, how leaders can navigate this climate. The key takeaway: while cost-cutting may be the natural reflex, sustainable growth requires something else entirely, alignment of revenue-driving teams under a single strategy.
That’s where Revenue Operations (RevOps) comes in.
RevOps as a Strategic Growth Driver
RevOps isn’t just another operational function. It’s a strategic discipline that unifies sales, marketing, and customer success around shared data, processes, and technology. With this alignment, companies can unlock predictable growth, even in volatile markets.
Research with nearly 100 RevOps leaders in The RevOps Advantage highlights the skills that matter most:
- Data analytics and reporting
- Cross-functional collaboration
- Stakeholder management
- Process optimization and automation
These capabilities make RevOps leaders the connective tissue of the go-to-market engine, guiding strategy while ensuring execution stays consistent. And when companies unify sales and marketing, the impact is clear: 36% higher revenue growth and up to 28% greater profitability, according to Forrester.
RevOps as the Trusted Source of Truth
Forecasting has long been a pain point. Gartner reports that only 45% of sales leaders and sellers have high confidence in their forecasts. RevOps helps solve this problem by providing unbiased, cross-departmental data that reflects what’s really happening in the business.
Instead of allowing shifting definitions or padded pipeline metrics to cloud reality, RevOps surfaces clarity. That truth-driven perspective builds trust with CEOs, boards, and investors alike.
RevOps as the Balance Between Growth and Efficiency
One of the toughest jobs in the C-suite is navigating the push and pull between growth and cost discipline. The CRO wants acceleration. The CFO wants savings. RevOps provides the analysis that bridges the two, ensuring growth goals don’t collapse under financial constraints.
The FACTOR Framework helps RevOps teams focus on what matters most:
- Forecasting & Planning
- Alignment of Departments
- Centralization of Data
- Technology Focus
- Optimization & Execution
- Revenue Impact
This structured approach keeps RevOps initiatives tied directly to business outcomes—revenue growth, EBITDA impact, and customer satisfaction.
The CEO Imperative
For CEOs, recognizing RevOps as a strategic ally is no longer optional. Gartner predicts that by 2026, 75% of the highest-growth companies will adopt a RevOps model.
RevOps isn’t just about operational support. It’s a partner in navigating uncertainty, balancing growth with efficiency, and building alignment across the revenue engine. For companies looking to thrive in today’s climate, now is the time to invest in RevOps and give it a seat at the table.
To learn more, The RevOps Advantage: How to Maximize Your Revenue Teams’ Potential is now available wherever you buy books online.
