For Saket Kapoor, there are three keys to success in revenue operations: You must be data native, which means you are comfortable navigating a lot of data. Second, you must be a clarity creator, where you can synthesize “so what?” scenarios with key insights. Third, you need to create forward momentum. Much of what RevOps identifies requires change and change management.
In other words, successful RevOps is the backbone of an effective go-to-market strategy.
Amy sat down with Saket in the latest episode of Go-To-Market with Dr. Amy Cook to discuss these three pillars of successful RevOps leadership and how that logic has helped Saket become one of RevOps’ foremost thought leaders during his career with enterprises like Deloitte, Citrix, and Accenture, and now as client engagement leader for GTM strategy at SBI, The Growth Advisory.
Here are some highlights from that interview.
Can you explain why these three core pillars for Revops are so effective?
Saket: RevOps teams now have become revenue problem solvers. They’re taking this holistic view of the sales motions, the customer journeys, and the friction points between departments. They’re not just diagnosing problems; they’re finding the root cause and offering solutions, whether process, people, or tech-driven. If you’re just using RevOps just to pull data and build reports, you’re missing out on a ton of value they can bring to the business. So that’s number one.
Number two, technology is changing everything, and RevOps is at the forefront. They’re using AI, they’re using natural language processing, and they’re using advanced big data platforms to create a complete picture of the customer journey. Imagine knowing all the exact touch points and messages that work best for each customer. It’s happening. It’s not just in the future. It’s happening today.
Today, we are in this capital efficiency mode where the mantra is to do more with less. And I believe RevOps really helps businesses get the most from their tech stack. I read somewhere that you know most an average B2B enterprise software company has somewhere from 20 to 25 core systems in their GTM stack alone. Imagine the waste! RevOps takes a hard look at what’s working and what’s not, and finds the most efficient way to drive revenue using the tools you already have.
And then the last point is about data integrity, which we all know is a huge challenge for so many organizations. You’ve got marketing math, you’ve got sales math, you’ve got investor math, and none of these ever line up. No wonder CROs and CFOs are skeptical about the data. I believe this is where RevOps truly shines. They unify the data. They create that single source of truth that everyone can trust. Instead of debating whether the data is accurate, you can actually use it to make decisions and run the business. That’s where I believe RevOps has the most value.
Click here for more from the full interview.
