Moving from siloed marketing and sales tactics to orchestrated, aligned motions is easier said than done. But the best in B2B have cracked the code, and they’re seeing the revenue growth to prove it.
So what’s their secret?
Revenue Operations, or RevOps.
It’s not just a trendy buzzword—it’s a strategic function that has become essential to driving efficiency, visibility, and performance across go-to-market teams. And according to Evan Liang, CEO and co-founder of LeanData and a true pioneer in the RevOps space, it’s the mindset B2B leaders need if they want to scale sustainably.
What Is RevOps, Really?
RevOps is the function that turns chaos into clarity. It’s how high-performing B2B organizations unify their disconnected tech stacks, processes, and data to create an orchestrated system that delivers the right signals to the right people at the right time.
Instead of every department speaking its own language and chasing its own goals, RevOps builds shared understanding:
- A single source of truth
- Prioritized KPIs over vanity metrics
- A clear roadmap toward company-wide revenue goals
In short, RevOps is the connective tissue that aligns marketing, sales, customer success, and finance so that the entire revenue engine runs smoothly and efficiently.
As Liang puts it, “You can’t improve what you can’t measure—and you can’t measure what you can’t see.” That visibility is exactly what RevOps provides.
The Cost of Inaction vs. The Value of RevOps
It’s easy to assume that adding another leadership role—or even an entire function—is just another expense. But smart organizations know better.
Imagine this:
- Every qualified lead receives a fast, personalized follow-up
- Campaigns consistently target and convert high-fit ICP accounts
- Revenue teams have real-time insights to pivot in-flight—not post-mortem
Now imagine the revenue you could unlock if that was your reality.
RevOps makes that kind of margin-boosting performance possible. By reducing waste, increasing conversion efficiency, and eliminating data blind spots, the benefit of RevOps to your revenue margin is obvious. Evan Liang shares that some organizations he’s worked with have seen millions in pipeline recovered just by routing leads properly and aligning their teams around shared goals.
It’s not about adding cost. It’s about removing friction.
How to Actually Get Started with RevOps
Here’s the good news: You don’t need to spin up a massive RevOps department tomorrow to start seeing results. What you do need is the RevOps mindset.
In his episode on Growth Driver, Evan Liang offers a masterclass on how to adopt a RevOps approach, avoid common pitfalls, and build a system that evolves with your business. Whether you’re “RevOps-curious” or already moving toward maturity, his advice is packed with practical lessons learned from scaling LeanData and guiding hundreds of B2B organizations through their own RevOps journeys.
Our favorite takeaway? Evan’s reminder that RevOps isn’t just a role—it’s a commitment to operational excellence. The best teams don’t just adopt tools. They adopt a culture of alignment, measurement, and continuous improvement.
Ready to move from guesswork to growth?
Listen to the full episode with Evan on Growth Driver, available wherever podcasts can be found.
And if you’re ready to apply RevOps thinking to your own go-to-market strategy, Intelligent Demand is here to help you turn curiosity into capability.