Revenue operations (RevOps) isn’t a support function – it’s a growth engine. According to Forrester, organizations that align people, marketing, sales processes, and technology across sales and marketing teams achieve 36% more revenue growth and up to 28% more profitability. In today’s competitive market, investing in RevOps isn’t optional – it’s a decisive advantage.
In their new book, The RevOps Advantage: How To Maximize Your Revenue Teams’ Potential (Peakpoint Press, September 9, 2025), Amy Osmond Cook, PhD, Ryan Westwood, and Bala Balabaskaran, introduce the definitive guide to RevOps. All Go-to-Market strategists with decades of hands-on RevOps experience (even before the term RevOps was officially recognized), the authors guide readers through a systematic and transformative approach to achieving growth and operational excellence.
“The future of revenue growth belongs to those who build scalable, adaptable RevOps functions. Whether you’re refining your approach or just getting started, one thing is certain—RevOps is no longer optional,” say the authors.
For organizations to operate efficiently, sales, marketing, finance, and customer success must work toward common revenue goals. This requires aligning these teams around a unified data framework, shared metrics, and seamless handoffs between departments. When every department understands how their processes impact the next stage of the journey, companies can reduce friction, improve customer experience, and drive more predictable revenue growth.
When these departments operate as silos, miscommunication and inefficiencies act to slow progress. A mature RevOps function breaks down these silos by fostering visibility and collaboration across the entire revenue engine. A customer-centric approach is critical, ensuring that the prospect’s journey is frictionless from initial engagement to long-term retention. True alignment leads to higher conversion rates, better customer satisfaction, and improved operational agility.
The book shows how to make RevOps work and discusses why RevOps is critical for business to thrive. Key topics addressed include:
- The importance of RevOps and strategic RevOps leaders
- Why RevOps is vital to 4 key digital shifts redefining the future of business
- Introduction of the Fullcast FACTOR Framework (Forecasting and planning, Alignment of departments, Centralization of data, Technology focus, Optimization and execution, Revenue impact) and the GrowthOps Framework (Revenue, Profitability, Predictability)
- Why siloed data sabotages revenue potential and the need for continuous and accurate data collection methods
- The core components of a RevOps Tech Stack
- The state of revenue operations today including results from the authors’ proprietary 2025 State of RevOps Survey
The 2025 State of RevOps survey reveals that 98% of leaders say RevOps is essential to revenue growth. According to the survey, only 10.8% of teams consider themselves as early adopters who fully utilize their tech stack, with teams managing around 13 different tools but nearly a third of those tools going underutilized or unused.
For RevOps leaders; CEOs and founders; sales, marketing, and customer success leaders; finance and operations professionals; and investors and business strategists; Cook, Westwood, and Balabaskaran share vital information for businesses today.
Whether a seasoned executive, an emerging RevOps leader, or someone navigating operational challenges for the first time, The RevOps Advantage provides actionable insights and frameworks based on research and experience on what actually works.
The RevOps Advantage is available today in hardcover at Amazon, Barnes & Noble, Target, and more.
Reviews
“AI is changing how we work, but structure still determines whether we scale or stall. The RevOps Advantage shows how to build a future-ready RevOps function that thrives on agility, automation, and strategic insight. This is essential reading for every modern GTM leader.”
— LOUIS POULIN, former VP of Revenue Operations at Amazon, Google, PayPal, and Cisco
“Finally a book that understands what RevOps really is. Reading this felt like grabbing a coffee with the smartest ops person you know.”
— MATTHEW VOLM, CEO of RevOps Co-op
“With so many ways to operate and automate, it’s easy to feel overwhelmed about where to start or how to scale. The RevOps Advantage cuts through the noise with practical tools you can use right away, revealing the engine behind revenue growth and offering a clear framework you can implement.”
— LAURA HAYES, revenue leader and former Head of Ops at SurveyMonkey
About the Authors
Amy Osmond Cook, PhD, is a marketing, revenue operations, and communications executive, recognized for her innovative strategies in technology and healthcare marketing.
She is the Co-Founder and Chief Marketing Officer of Fullcast and has a proven track record helping high-growth companies move from series A through acquisition (Simplus, 2020; PathologyWatch, 2023; Onboard, 2024). Amy founded and led Stage Marketing as CEO for 15 years, building it into a leading full-funnel marketing firm before it was acquired by Ampleo in 2024. She was recognized by Utah Business Magazine as a 2024 Business Leader of the Year.
Amy has taught business, writing, and communication courses intermittently for 25 years as adjunct faculty at Arizona State University, Brigham Young University, and the University of Utah.
With a Ph.D. in Communication from the University of Utah, she has authored numerous articles and served as a prominent voice in business and healthcare communities. Her passion for empowering others is evident in her work and community involvement. She and her husband, Jeff, have five awesome children.
Ryan Westwood is a tech entrepreneur who has successfully exited three companies. Ryan co-founded Simplus, which he grew from $0 to more than $400M. He is currently the CEO of Fullcast who recently raised a $35 million seed round. Ryan has served as a public and private company board director, and he has been both Ernst & Young Entrepreneur of the Year and Utah Business CEO of the Year.
Bala Balabaskaran is a seasoned technologist and entrepreneur with over two decades of experience building scalable enterprise platforms. He has been at the forefront of shaping and operationalizing Revenue Operations—first as Vice President of Go-to-Market Technology and Operations at Salesforce, and now as Co-Founder and CTO of Fullcast, a category-defining platform that enables organizations to manage their entire revenue engine from plan to pay.
At Salesforce, Bala led the rapid automation of internal go-to-market systems, aligning technology with sales, support, and service teams. He oversaw the company’s annual planning cycle and managed the sales operations function during a period of hypergrowth and ongoing M&A, driving operational agility across the organization.
Driven by the belief that tight alignment between strategy and execution is critical to scaling revenue, Bala co-founded Fullcast in 2016. Since then, he has helped organizations turn complex revenue processes into streamlined, connected systems. His work bridges strategic planning with daily execution, enabling RevOps teams to operate with speed, precision, and confidence.
Bala’s technical foundation spans leadership roles in both product engineering and technology operations—building globally deployed platforms at Microsoft and architecting mission-critical infrastructure at HP. He holds multiple patents in software innovation and is widely recognized for building systems that scale from startup agility to enterprise-grade complexity.
THE REVOPS ADVANTAGE
How To Maximize Your Revenue Teams’ Potential
By Amy Osmond Cook, PhD, Ryan Westwood, and Bala Balabaskaran
Peakpoint Press
ISBN: 978-1510783683 | Price: $32.99/hardcover
