Perspective
The RevOps paradox: High adoption, low impact
5-MINUTE READ
January 28, 2025
Revenue Operations (RevOps) has emerged as a critical framework for aligning business functions, streamlining processes, and boosting revenue.
Despite its promise, only a small number of software and technology businesses are seeing RevOps deliver on its potential.
RevOps adoption is high
80%
of organizations are already on the journey towards complete RevOps transformation
75%
high-growth tech firms will employ RevOps for automated sales and omnichannel engagement by 2025
…and the market potential is projected to reach $18.1B by 2033
RevOps can solve real challenges for software companies
38%
of software companies are experiencing less deal closure vs companies where revenue function is aligned with sales, marketing and customer success teams
68%
report a negative impact on work because they don’t have visibility into cross-functional projects
46%
agree that poor business processes results in decisions taking longer and a higher risk of making wrong decisions
Without RevOps, revenue opportunities are missed
19%
higher revenue growth through accurate and consistent measurements
10%
improved deal acceptancy by making internal transitions seamless, reducing the risk of losing deals
10-20%
increased sales productivity by allowing each rep to be more efficient and adaptive
Are software companies fully leveraging the RevOps opportunity?
While more than 80% of businesses are in a developing or evolving phase of RevOps maturity, only 6% of software and technology businesses have reached a scaling or systemized level of RevOps maturity.
Successful models take a holistic approach, encompassing all critical dimensions required for optimal revenue operations.
While 63% of software executives believe Gen AI will be crucial to their company's RevOps framework, only 1 in 4 report incorporating the technology into most or all functions of their RevOps models.
Our analysis revealed missed opportunities across all areas, starting with people
While leadership involvement in Sales and Marketing is moderate with 62% at the top, less than 36% of companies report sufficient leadership involvement across all other functions.
Collaboration between Sales and Marketing seems to work for 3/4 of companies, but only 12% are testifying a solid collaboration between Sales and Finance
When it comes to skills, 80% believe that data and AI is a priority skillset, yet 88% feel they need more training/skills in Data and AI--especially given the importance of generative AI as a key driver for RevOps.
Processes are disjointed
86%
of companies have a shared goal, but only 59% have metrics that are tracked and used
30%
have process standardization & automation across all six core processes
People and process gaps are underpinned with technology challenges
Unlocking profitability through RevOps reinvention holistically
Ready to find out if your RevOps game is all talk—or truly transformative?
The Accenture RevOps Maturity Index is the first comprehensive global assessment of how effectively the software industry is executing its RevOps strategies. The framework evaluates the maturity of RevOps deployments across eight critical dimensions, organized within the foundational pillars of People, Process, and Technology reinvention.
The maturity index provides benchmarks for self-assessment so you can identify where your company excels, and where you need to improve.
If you want to discover the maturity of your RevOps model, contact us.