At ayeQ, we recently surveyed B2B organizations to understand where the Revenue Operations (RevOps) function “lives” within their company structure. The results confirm what we’ve been seeing in the market:
Only 38% of respondents said RevOps is part of Sales.
The rest reported:
- 14% — RevOps sits in Marketing
- 28% — In Finance or Other strategic functions
- 21% — Siloed across multiple departments
This marks a significant shift from just a few years ago, when RevOps was typically synonymous with Sales Operations, embedded within the Sales team. That model is rapidly evolving—and for good reason.
RevOps is no longer just about sales support. It’s become the operational core of the entire growth function, spanning Sales, Marketing, Customer Success, and Finance. In this post, we’ll explore the evolution of RevOps, the advantages and challenges of where it sits, and what organizations should consider when determining how to structure the function.
The Evolution of RevOps
Traditionally, Sales Ops focused on pipeline hygiene, CRM management, territory planning, and performance reporting. While valuable, this function rarely touched the broader customer journey.
RevOps emerged to solve that. Today, it’s about:
- Aligning strategy, process, and performance across revenue teams
- Integrating systems and data for full-funnel visibility
- Enabling collaboration toward shared financial outcomes
That level of impact requires a broader scope—and a different organizational home.
Where RevOps Lives: Pros and Cons by Function
- RevOps in Sales
Pros:
- Deep alignment with sales leadership and day-to-day execution
- Direct access to pipeline, forecasting, and sales productivity
- Enables quick implementation of tools and process improvements
Cons:
- Limited visibility into top-of-funnel and post-sale metrics
- Often seen as tactical, not strategic
- Lacks influence over Marketing or Customer Success
Best fit for: Companies where Sales remains the primary driver of revenue and other functions already operate in close alignment.
- RevOps in Marketing
Pros:
- Better integration with demand generation and lead management
- Supports attribution, campaign performance, and pipeline contribution
- Encourages shared responsibility for revenue
Cons:
- Can become disconnected from sales forecasting and customer retention
- May bias toward top-of-funnel optimization
- Viewed as less neutral in cross-functional decision-making
Best fit for: Organizations running account-based strategies or where Marketing owns a significant share of the pipeline.
- RevOps in Finance or Strategy
Pros:
- Strong focus on financial outcomes and operational efficiency
- Strategic alignment with forecasting and budgeting
- Viewed as objective and cross-functional
Cons:
- Can be too far from day-to-day execution in Sales and Marketing
- Risk of overemphasizing reporting over enablement
- May lack operational resources without GTM integration
Best fit for: Companies prioritizing predictability, efficiency, and executive-level coordination across revenue functions.
- RevOps Siloed Across Teams
Pros:
- Specialized support for each department’s unique needs
- Enables function-specific agility
Cons:
- Fragmented tools, processes, and data
- No single owner of full-funnel performance
- Redundant work and misaligned strategies
Best fit for: Rarely effective. Most organizations with this structure eventually move toward a centralized RevOps team to enable scale and alignment.
What the Shift Tells Us
The fact that two-thirds of B2B organizations no longer place RevOps in Sales confirms what we believe at ayeQ: RevOps has evolved into a strategic, cross-functional function that powers the entire revenue engine—not just a single team.
The best-performing companies treat RevOps as a neutral, centralized function with:
- A clear mandate to align revenue strategy and execution
- Visibility into full-funnel data and KPIs
- The authority to drive cross-functional process improvements
Whether it reports to the COO, CFO, or CRO, the most successful RevOps organizations operate as the operating system for growth.
Final Takeaway
Where RevOps “lives” matters—but how it functions matters more.
If it’s empowered to unify teams, data, and performance around shared financial goals, it will unlock scalable growth.
At ayeQ, we purpose-built our platform to support this modern RevOps model—one that connects planning, execution, and performance across the go-to-market function. If you’re reevaluating your RevOps structure or looking to scale it, we’d love to talk.
👉 Want to learn how we help RevOps leaders succeed? Schedule a meeting with ayeQ.
or
👉 Explore how the ayeQ platform powers strategic Revenue Operations. Request a demo.
Related Resources
- RevOps Automation: The Solution to RevOps Sprawl
- B2B CEOs and CFOs: Why Sales Velocity Matters
- Check out our RevOps ROI Calculator
On your RevOps journey? Get there faster. Talk to ayeQ!
