In the last few years, Revenue Operations (RevOps) has become one of the hottest topics in B2B growth, and for good reason. Companies that embrace RevOps grow faster, scale more efficiently, and deliver better customer experiences than those that stick to the old siloed model of marketing, sales, and service working separately (Gartner).

But what exactly is RevOps, and how do platforms like HubSpot and Salesforce tie into it?

What is RevOps?

At its core, RevOps is the alignment of people, processes, systems, and data that drive revenue (Cognism). It’s not a department, it’s a discipline. Instead of marketing operations, sales operations, and customer success operations all working in isolation, RevOps unifies them under one strategy.

This alignment allows businesses to:

• Break down silos between teams.
• Create a single source of truth for customer data.
• Improve efficiency by streamlining processes.
• Identify friction points in the customer journey and remove them.
• Scale growth without scaling costs at the same rate.

Think of RevOps as the operating system of your revenue engine.

Why It Matters

Without RevOps, companies often fall into the trap of linear growth: more headcount = more revenue. That’s expensive and unsustainable.

With RevOps, you can grow faster than your investments. For example, improving your MQL to SQL conversion rate by 5% can compound downstream, producing outsized results without adding budget.

It also directly impacts customer experience. Siloed handoffs between marketing, sales, and service create friction; RevOps ensures those transitions are seamless.

The Three Core Elements of a RevOps Strategy

Every effective RevOps strategy includes:

1. Systems/Technology: Implementing tools to collect and unify customer and revenue data.
2. Communication: Turning insights into actionable plans leadership can support.
3. Alignment: Getting marketing, sales, and customer success working toward shared goals.

This is where technology, especially HubSpot and Salesforce, comes in.

HubSpot’s Role in RevOps

HubSpot, built around the flywheel model (Hubspot) of attract/engage/delight, is naturally aligned with RevOps. It’s designed to break down silos by:

• Offering an all-in-one CRM platform where marketing, sales, and service data live together.
• Automating lead routing, scoring, and nurturing to keep teams in sync.
• Powering inbound marketing campaigns that feed into the sales pipeline.
• Providing analytics that reveal where friction exists in the buyer’s journey.

For SMBs and mid-market companies, HubSpot is often the fastest way to implement RevOps in practice without stitching together dozens of disconnected tools.

Salesforce’s Role in RevOp

Salesforce, by contrast, is the enterprise powerhouse. While it requires more customization, it offers flexibility and scalability (Salesforce). In a RevOps context, Salesforce enables you to:

• Create a data governance framework across large, complex organizations.
• Integrate with specialized tools for marketing automation, analytics, or service.
• Build highly tailored workflows to align marketing, sales, and service processes.
• Use advanced reporting to inform leadership decisions and forecast revenue.

For global companies with multiple business units, Salesforce provides the structure needed to unify revenue operations at scale.

HubSpot vs. Salesforce in RevOps

It’s not always an either/or choice:

• Many companies start with HubSpot for marketing and inbound, then integrate Salesforce as their CRM backbone once complexity grows.
• Others run Salesforce as their primary CRM but use HubSpot for marketing automation and inbound lead generation.
• Both can power a RevOps strategy, the key is ensuring they’re integrated well so that data flows seamlessly between teams.

The Bottom Line

RevOps is a mindset of alignment and optimization. Tools like HubSpot and Salesforce make it possible to execute that mindset at scale.

• HubSpot shines as the RevOps-friendly, all-in-one growth suite.
• Salesforce provides enterprise-grade customization and governance.

When paired with a solid RevOps strategy, both platforms can help transform your revenue engine into a scalable, customer-first growth machine.

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