For years, companies have treated revenue operations as a buzzword or a rebrand of sales operations. In truth, RevOps has been around as long as revenue itself. Wherever teams, tools, and data come together to drive growth, RevOps is at work.
In a recent edition of Indian Management Magazine, Dr. Amy Osmond Cook, Co-Founder and CMO of Fullcast, calls out five myths that continue to hold companies back from reaching true alignment across sales, marketing, and customer success.
Myth 1: RevOps is just sales operations with a new name
Sales operations focus on forecasting and pipeline management.
RevOps operates at a higher level, uniting every revenue-generating function under one strategy. Misalignment between these teams can cost companies more than 10 percent of annual revenue.
A shared language and a single view of the customer are what transform growth from accidental to intentional.
Myth 2: RevOps slows teams down
When done right, RevOps accelerates decisions.
By replacing disconnected workflows with coordinated execution, teams no longer waste time reconciling conflicting dashboards or definitions. In Fullcast’s 2025 State of RevOps Survey, 98 percent of leaders said RevOps directly impacts revenue outcomes. Structure does not slow speed.
If anything, it powers it.
Myth 3: Small companies don’t need RevOps
The earlier a company builds its RevOps foundation, the easier scaling becomes. Dr. Cook highlights how Fullcast CEO Ryan Westwood used this approach to grow Simplus from startup to a $250 million acquisition by Infosys.
Gartner projects that 75 percent of the fastest-growing companies will adopt a RevOps model by 2026.
Myth 4: RevOps is just about data
RevOps depends on clean, governed data, but it is much more than dashboards. Without shared governance and cultural alignment, data becomes noise.
RevOps enforces a single source of truth and ensures every team has access to the right information at the right time (both safely and consistently).
Myth 5: Our team will never embrace RevOps
Change is hard, but resistance often comes from misunderstanding, not impossibility. Most companies already have the right pieces in place (sales ops, marketing ops, customer success ops) they just need to work together under one system.
RevOps connects the dots so growth can happen with clarity instead of chaos.
The Bottom Line
RevOps is not another trend. It is the operating system for sustainable growth. Companies that embrace it early gain clarity, speed, and unity. Those that delay will eventually face the cost of fixing broken systems later.
As Dr. Cook writes, “The real power of RevOps lies in its ability to connect teams, tools, and goals so companies can grow with clarity instead of chaos.”
