RevOps are not business strategists. They are systems strategists and data strategists and adoption strategists, but they're not business strategists. They need to be the people standing behind the business strategists at the management table who can fully internalize what the business strategy is.

So the definition that I want to give you today is something that will make it clear to everybody, and that is Revenue Operations is the team, is the team, structure, and process within your organization that allows: Your marketing team to be marketers Your sales team to be salespeople Your customer support team to be customer service people Your executive team to be executives. In other words, Revenue Operations is the operational infrastructure (starting with data, automation, and productivity tools) that enables each department to do what they do best.