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Working in RevOps today makes it very hard to be bored. We’re working with the most dynamic macroenvironment in decades. Investor expectations are shifting towards efficiency, away from growth at all costs. And, of course, AI.
To deal with all this change, RevOps leaders are making some fairly significant changes to the way they operate.
We spoke to Cass Ernst-Faletto, Senior Director of Global RevOps at Pendo, and Daniela Nyarko, Head of Strategic Sales at Canva to understand their perspectives.
Shifting expectations
When you used to think about RevOps, you’d think about tasks like Salesforce reporting, CRM maintenance, and commission tracking. These are mostly reactive tasks: RevOps was a back-office, supporting role.
The role has become much more focused on offering strategic partnership. And that’s evident in the market: you’re starting to see more revenue operations leaders moving into sales leadership roles. The lines are blurring.
A shared ownership model is what’s required. RevOps should act as a co-pilot and be just as invested in sales goals - forecast accuracy, team performance, growth, etc.
While sales leaders often need to focus on short-term goals, RevOps can help them think about the bigger, more strategic picture. It’s about working hand-in-hand.
To support this new way of working, larger companies are structuring their teams around Field Ops, who focus on business partnering, and Strategic Ops, who work closer with finance.
But it’s important that anyone working in RevOps is able to perform both roles if necessary.
What does a high-performance GTM engine look like today?
These are the key characteristics of a well-oiled GTM machine:
- Alignment (of tools and people)
RevOps is expected to act as an orchestrator across marketing, sales, and customer support - the full customer journey. That requires managing tools, processes, and data across 20-30+ third-party platforms. - Clean, actionable data
Your strategy hinges on the quality and accessibility of data - whether it’s first or third party. - Scalable methodologies and frameworks
Repeatable processes that help your team work in a more consistent manner are essential when you’re working cross-functionally. It’s impossible to achieve alignment without them. - A mature AI layer
Whether it’s monitoring intent signals, scoring deals, or maintaining CRM hygiene, high-performing GTM engines fully embrace AI. AI isn’t a ‘nice to have’ - it’s a foundational capability.
How do I find use cases for AI?
RevOps is one of the roles at the forefront of AI adoption. One of the most common use cases is for email outreach - using tools like Clay to build an orchestration flow that runs through Outreach or SalesLoft, tweaking copy using ChatGPT.
But beyond the ‘typical’ RevOps use cases, how are best-in-class companies experimenting to find new ones?
We have a few pieces of advice:
- Take a lot of demos
There are a lot of tools out there - go see them in action. The space is moving incredibly fast, so seeing the latest tools in action can help to spark inspiration, even if you don’t intend to buy. - Share advice
Start global Slack channels to discuss AI use cases. You’ll often find that someone who might be in a different department has set up a workflow or an application that could serve you incredibly well. Ensure you’ve got avenues for cross-pollination open. - AI hackathons
Splitting up into 3-4 people, cross-functional pods to tackle specific use cases can be an incredibly productive way of innovating fast - and turning it into a (healthy) competition never hurts.
Learn more
To discover more about PIgment for sales and revenue teams, click here.
For more insight on how RevOps leaders are thinking, read our 2025 Office of the CRO report.
