5 Best Practices in RevOps You Need Now

If optimizing your revenue operations is not on your radar, it should be.

And when you’re bringing your people, processes, systems and data together, following fundamental RevOps best practices will lay the foundation for lasting success.

Why worry about the state of your RevOps now? It’s simple: Leveraging your technology, strategically aligning your internal processes and increasing visibility across your entire revenue acquisition process offers incredible return on investment.

It encourages sustainable revenue growth, but RevOps is also one of the best ways to unlock new or hidden revenue streams. We see it time and time again with clients who come to us needing support for their RevOps solutions.

Whether you’ve just started working with a new CRM like HubSpot, or you’re looking for a bigger impact from your marketing automation, here’s what to know.

What AreRevOps Best Practices, Anyway?

Before we dive into the top revenue operations best practices to follow, let’s recap the basics.

Revenue operations strategy is all about supporting the customer lifecycle with better ways of doing things. This means using the right tools and technology, streamlining processes, optimizing conversion points and breaking down silos between marketing and sales departments.

Data is at the heart of identifying and leveraging opportunities to scale revenue growth. That’s why having insight into your entire revenue acquisition process is so important. But so is aligning your team.

Align Your Revenue Teams Around Shared Goals

At Kuno Creative, we work with growth-focused organizations to establish RevOps strategies that support scalable, predictable revenue. The foundation of that framework? Four key pillars:

1. Processes

We streamline and document core revenue-driving workflows — like lead handoff, lifecycle stage transitions and pipeline management — to reduce friction and boost operational efficiency across your tech stack.

2. Systems

Whether you're using HubSpot, Salesforce or a hybrid stack, we integrate software platforms to create seamless revenue ecosystems. The goal: unified visibility, automation and consistent execution.

3. Data

Data integrity is the backbone of RevOps success. We develop comprehensive strategies to clean, enrich and unify your data sources so you can act with confidence.

4. People

RevOps can be a cultural shift. We help align your internal teams around shared definitions, processes and performance metrics so everyone is working toward the same revenue goals.

Build a Data-Driven Culture

Revenue operations isn't just a deep dive into the data, though. You need to be able to take a step back and maintain a holistic perspective on customer conversion points at every stage of the funnel.

The real power lies in how you use the data. At Kuno, we empower revenue teams to go beyond surface-level reporting and use data to make informed decisions that improve conversion rates and identify growth opportunities across the customer journey.

We emphasize accessible, high-integrity data because teams can't act on insights they don't trust. This means defining data governance rules, standardizing lifecycle stages and attribution models and ensuring clean, centralized databases.

Create a RevOps Dashboard for Real-Time Visibility

We build custom dashboards, especially in HubSpot, that track the KPIs that matter most across the funnel. These may include:

• Marketing-to-Sales Handoff Rate

• Lead-to-Customer Conversion Rate

• Sales Cycle Length

• Customer Retention & Churn Rates

• Revenue Attribution by Channel or Campaign

With real-time data visualization, you can quickly spot performance gaps and pivot strategies as needed.

How can RevOps best practices enhance revenue growth? Let’s explore what this means in practice.

Audit Where You Are Right Now

Before you can improve, you need to know where you’re at.

When we start working on a RevOps project, the first step is always to take the time to fully understand the client’s business model, processes and challenges. After all, you don’t know what you don’t know. Digging in with an experienced partner can help shed light on untapped opportunities.

For example, a SaaS provider — a long-time client of ours — needed support improving their inbound conversion rates and operational efficiencies. So, as one piece of the puzzle, we performed a comprehensive lead capture audit.

From this, we were able to identify both fields and form redundancies in lead capture materials. This enabled us to make some changes that had immediate results:

• We reduced the information that was being requested at each stage of the buyer’s journey for a more streamlined, engaging experience.

• We implemented a data enrichment tool on key conversion points, making it easier to submit forms.

• We added hidden fields at the form level for better tracking and attribution.

The impact? A 30% increase in conversion rate across their website.

All this to say taking stock of where you currently are is well worth the investment.

Working with a dedicated RevOps partner is the best way to garner these insights, but some initial questions to consider include:

• What marketing and sales automation tools are you currently using?

• Are there any gaps in functionality?

• What data are you tracking?

• Who is responsible for data hygiene?

• Is there any business intelligence missing from your data reporting?

• Is your contact database up-to-date, and where is that information from?

• Do you have a dedicated RevOps team or need to outsource more complex projects?

Optimize Your RevOps Tech Stack for Scalability

At the risk of understatement, technology is a major component of RevOps. It’s what allows you to implement and execute your strategy.

From automation to sales enablement to reporting, you need the tools for the job. That’s why HubSpot onboarding and implementation is often a big part of what we do for clients as part of their RevOps needs. Having everything under one roof, as opposed to a fragmented tech stack, promotes maximum efficiency.

Here's our process.

1. Conduct a Tech Stack Audit

We start by helping clients identify tool redundancies and gaps in their revenue operations model. We see the immediate impacts of streamlining corporate tech stacks every day:

• An easier way of tracking, nurturing and engaging with prospects and leads

• A standard process for sales enablement, improving the time and effort spent on data management

• Increased conversion rates

That increased efficiency leads to scalable growth and increased revenue.

2. Prioritize Automation To Reduce Manual Tasks

Next, we figure out the best way to integrate those platforms, especially to cut down on manual tasks.

Tired of sending Zoom or Microsoft Teams meeting links to prospects who book through your calendar? You can integrate each with HubSpot so the link is sent automatically, saving sales, marketing and customer time. Plus, by connecting your CRM, it's easier for teams to complete streamlined handoffs via Microsoft Teams without switching between software.

Data sharing between platforms offers benefits across departments. Customer success and customer satisfaction teams benefit when website forms or surveys, like SurveyMonkey data, shows up directly in their CRM. They can respond quicker in one location, which improves the customer experience. Plus, better lead scoring and centralized reporting can reduce customer churn.

There are also significant benefits to integrating eCommerce platforms, like Shopify, with HubSpot. Centralized revenue reporting dashboards make it easier to track customer lifetime value and customer acquisition cost all in one place, rather than pulling manual reports or wasting time in spreadsheets.

To make sure you're using the right technology to automate in the ways, here are some tips:

1. Periodically audit your technology to review the tools you have, who they serve and what they are being used for, as well as to identify gaps in functionality

2. Integrate and consolidate your tech stack whenever possible

3. Evaluate where your data is coming from, where it lives and the processes around data hygiene

4. Work with an accredited partner like Kuno who can help you make the most of your tech investment with comprehensive implementation and strategic direction

Clean, Centralize and Leverage Your Data

Data drives good decision making and business growth, but your data is only as useful as it is reliable.

Part of this comes down to the tools you use, as discussed above. Integrations are key here: It’s not uncommon for companies to be using dozens of different software platforms with data coming in from all angles, so you need to make sure that all your systems are talking to each other.

1. Clean Your Data

Your CRM is an incredibly valuable asset and not fully leveraging its data puts your business at a significant disadvantage. And it’s critical to make sure that your data is clean.

This means removing or updating anything that is:

• Inaccurate or incomplete

• Duplicated

• Incorrectly formatted

• Corrupted

In an email list, for instance, you may have contacts that have been entered several times. Or perhaps some of those email addresses are old and no longer active. Maybe there’s a misspelled name or no name. That email list is only as strong as the data input, and the consequences of an inaccurate email list range from poor campaign performance to potential blacklisting by mail servers.

There are a lot of ways to ensure clean, accurate data but here is one important tip: appoint someone to be responsible for data hygiene and cleanliness. That can be someone internally on your team or you could outsource it to a partner like Kuno.

2. Eliminate Data Silos Across Departments

Siloed data, where information is isolated within individual departments, creates serious challenges for collaboration, decision-making and customer experience. Marketing may be targeting the wrong audience segments, sales might lack insight into lead quality and service teams may not have the full customer history to resolve issues efficiently.

When data isn't shared freely across the organization, opportunities fall through the cracks.

To solve this, many companies invest in singular CRMs or data warehouses that act as a single source of truth. These systems consolidate data from marketing, sales, operations, finance and service teams into a unified platform.

Whether it’s understanding customer behavior trends, monitoring funnel performance or aligning sales and marketing in key performance indicators, a centralized system empowers teams to act faster and smarter.

3. Use Data To Identify Revenue Opportunities

Once your data is clean and centralized, you can begin using it as a proactive tool for growth. Rather than simply reporting on what’s happened, your data can start telling you what to do next.

For example, clean data helps you more readily:

• Flag churn risks by identifying customers who haven’t engaged recently

• Reveal upsell opportunities based on product usage or engagement patterns

• Highlight lead quality issues by analyzing conversion rates across sources

Let’s say a SaaS company notices that trial users who engage with a particular feature in the first five days are three times more likely to convert to paid users. That insight can be used to trigger automated onboarding sequences that spotlight that feature, improving conversion rates and accelerating revenue.

These types of insights are only possible when your data is both trustworthy and actionable. That’s where having the right analytics framework and an experienced partner like Kuno can make a measurable difference.

Improve Pipeline Management and Forecasting

One of the benefits of having great data and a robust CRM system is all the readily accessible information available to your sales team.

For one, looking at metrics like conversion rates, average deal size and time-to-close allows you to continuously improve and refine your sales processes. Real-time insight means you can adjust as needed. That’s pretty basic.

Take it a step further by identifying hidden opportunities for growth. For instance, set up a process for closed lost deals: the prospects who say no and the sales cycle is marked as complete. Capture information about why the deal didn’t close in order to leverage it in the future. Just because it wasn’t the right deal today doesn’t mean it’s forever going to be a flawed fit.

Your sales team may be able to reach back out to these prospects after a certain time period. Developing an automated process around closed lost deals helps you avoid letting opportunities slip by the wayside or linger untapped in your database.

Standardize Pipeline Stages and Definitions

To capitalize on CRM data, standardize how your sales pipeline is structured and defined. Every stage, from “lead” to “qualified opportunity” to “negotiation,” should be clearly labeled and consistently applied across your sales, marketing and revenue operations teams.

This consistency upholds a commitment to accurate reporting, your CRM data remaining healthy and everyone speaking the same language when it comes to deal status. Without this alignment, forecasting becomes guesswork, and sales leadership can tend to struggle to trust the data.

Standardized pipeline stages also make it easier to pinpoint bottlenecks, optimize resource allocation and implement automation that actually aligns with how your team sells.

Implement Predictive Forecasting Models

CRMs and revenue platforms offer tools that go beyond static forecasting. By leveraging historical data, AI models and behavior-based triggers, companies can predict future revenue performance with greater accuracy.

Predictive models take into account factors like deal velocity (how quickly deals move through your pipeline), weighted pipeline (probability-adjusted revenue projections), and win-loss history to estimate the likelihood of a deal closing within a given timeframe.

For example, if your average sales cycle is 45 days and a deal has been stagnant in a “negotiation” stage for over 30 days, a predictive model might downgrade its probability score, alerting sales managers to take action before the deal stalls out entirely.

Integrating predictive sales forecasting into your go-to-market strategy enables proactive decision-making, more precise goal setting and tighter alignment between revenue and operational planning.

Strengthen Sales-to-Service Handoffs

Aligning processes across departments is central to any successful RevOps model. It’s a big part of how you ensure seamless operations.

That means that marketing, sales and service teams must be on the same page.

Automate Key Transitions Between Teams

There are a few ways to pursue this alignment. Part of the equation, of course, is relationship-based: making sure all teams are involved in strategy, goal setting and attribution of success. There shouldn’t be any silos when teams are working together towards shared goals.

Beyond that, strategic RevOps allows for overall better sales and marketing alignment when you can:

1. Have a central CRM to track and manage all sales and marketing activities, training both teams on how to use it

2. Automate sales and commissions tracking and set-up more efficient workflows

3. Close the gap between sales and customer service with automated workflows and a clear assignment of tasks for all lifecycle stages

Map the Entire Customer Journey

Fumbled handoffs between marketing, sales and customer service can be common and costly, getting this piece right is paramount to healthy, long-standing business relationships. Start by mapping the customer journey from initial lead through paying customer.

For example, you might identify friction between the SQL to closed-won customer handoff, jeopardizing customer success functions. If your team is using Slack, integrating Slack with a platform like HubSpot can help your team stay on top of deal management. The integration can send deal updates directly to Slack channels where marketing and customer success teams can converse directly to take next steps.

Measure and Scale RevOps Performance

Revenue operations strategy requires ongoing iteration. Success comes from regularly analyzing what’s working, where there are gaps and how each function contributes to the bigger picture. When revenue-driving teams are aligned around shared goals and performance data, it becomes easier to scale efficiently and sustainably.

Define and Track the Right KPIs

Measuring RevOps success starts with identifying meaningful metrics that reflect both efficiency and growth potential. Key performance indicators (KPIs) to monitor include:

• Sales Cycle Length

• Customer Acquisition Cost (CAC)

• Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) Conversion Rate

• Customer Lifetime Value (CLTV)

• Revenue per Lead or per Account

Holding quarterly RevOps reviews creates a consistent feedback loop across departments. These sessions help teams assess results, uncover friction points and stay aligned on evolving go-to-market strategies. They also provide critical insights for optimizing your funnel from top to bottom.

Optimize Based on Results, Not Assumptions

To get the most impactful improvements, teams need to rely on hard data, not hunches. A structured, test-and-learn approach makes it possible to evaluate new strategies in real time and double down on what delivers value.

Closed-loop reporting across marketing, sales and customer success ensures that insights don’t get trapped in silos. When each team can see how their efforts impact pipeline velocity and revenue growth, decision-making becomes more collaborative.

Kuno works with organizations to build RevOps ecosystems that prioritize agility, clarity and ROI. From developing tailored KPIs to designing reporting dashboards and processes, we bring strategic insight and technical depth to help your business grow with confidence.

Get Expert Help Implementing RevOps Best Practices

Need help implementing some or all of these best practices in RevOps?

For more than two decades, our experienced team at Kuno Creative has helped companies tackle complex RevOps struggles to grow, scale and optimize.

Partner With a Strategic RevOps Agency

From comprehensive HubSpot implementation to thoughtful, accessible strategies, improving your entire revenue acquisition process is made easier with the right partner.

Our team brings expertise across CRM optimization, RevOps audits and strategy development so that your revenue engine is aligned and built for sustainable growth. Whether you're dealing with disconnected systems, inconsistent pipeline reporting or unclear handoffs between sales and marketing, we’ll help you identify root causes and implement strategic fixes that actually move the needle.

With Kuno, you get more than just execution: you'll have a strategic advisor who understands the big picture and works as an extension of your team to maximize operational efficiency and revenue generation.

This post is updated from the original. Clare Hennig contributed to this article as the original author.