Revenue operations (RevOps) professionals are an increasingly important voice on go-to-market teams, with analysts predicting 75% of the highest-growth companies will soon employ a RevOps strategy.
The reasons are clear: RevOps pros are the experts in streamlined processes and consistent, sustainable growth. And one of the clearest ways to deliver that value is through evaluation of a company’s go-to-market technology stack.
Here are four key milestones in any GTM tech stack consolidation program, and how innovative new tools leveraging AI, top-quality B2B data, and buying signals can help drive results across the revenue team.
Aligning Business Strategy With Technology
RevOps professionals work to align business outcomes and behaviors with processes and systems, with powerful growth opportunities hanging in the balance.
For ZoomInfo VP of RevOps Tessa Whittaker, that work has to start with the business strategy long before diving into a list of tools and vendors.
“What is the business outcome I’m trying to drive? What is the business behavior I want to see?” she says. “I can evaluate whether the system we have is the right system — or if we need a new system — but I need the requirements first.”
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Evaluating and Consolidating Your Tech Stack
With your strategic goalposts defined, it’s possible to more clearly evaluate the tech stack used by the business and understand key gaps and overlaps in the GTM operation, from forecasting and pipeline management through prospecting and outreach.
Specifically, this includes checking for duplication, utilization rates, and upcoming renewals. Mapping out these details sets RevOps teams up to pinpoint opportunities where tech can be consolidated and make sure they’re using best-in-class systems.
That overview allows RevOps professionals to make informed recommendations about the best path forward for the business, getting away from subjective reasons for adopting or maintaining a potentially subpar tool.
A strong review also reveals gaps and whitespace opportunities to address currently unmet needs, Whittaker says.
“Of the systems that I have, are those the best-in-class systems out there, or are there other things I should start looking at?” she says. “You have to come up with a strong point of view of what a strong tech stack looks like.”
As a bonus, those data-driven discussions offer an opportunity to ensure that GTM teams are operating across shared systems, with unified data to fuel their strategies and tactics.
Strategic Planning and Governance
Once your tech stack is mapped, developing a future-oriented roadmap is a vital next step. Drawing up a plan that ties in with renewal periods and makes space for change management helps streamline the process, and recognizes that change can disrupt operations on a short-term basis.
“You might not rip and replace or consolidate your tech all at once, but having that perspective of your long-term roadmap is really important,” Whittaker says.
Companies may also implement safeguards to help prevent the inevitable return of tool bloat by instituting technology governance councils or similar review groups.
“The idea is to make sure that you’re really thoughtful about how you’re bringing on new technology,” Whittaker says.
Driving Adoption and Accountability
Successful technology migration and adoption requires GTM leadership that is aligned and focused on accountability. Whittaker recommends involving enablement partners from the beginning and establishing clear communication strategies.
It’s also important to have support lined up across the user base. “Making sure that you have champions from the beginning in different areas of the business helps ensure that other employees have peer support, and understand the ‘why’ behind any change,” she says.
On top of that, an accountability layer helps keep adoption on track — something that, according to Whittaker, can’t be emphasized enough. “Whenever you’re pushing anything out, what is your communication strategy week over week showing the adoption?” she says “You can’t just release something and hope it works.”
Enhancing Efficiency With ZoomInfo Copilot
Whether it’s aligning sales and marketing teams or boosting productivity for for frontline, ZoomInfo Copilot offers several features that can help RevOps teams drive results.
Copilot’s AI account summaries, for example, highlight comprehensive target account insights in seconds that teams can act on confidently. “Copilot gives you the ability to look at your target accounts and understand the right data at the right time,” Whittaker says.
The platform also leverages AI to create high-quality automated emails, which can be customized for more personalized outreach. This automation reduces the time teams spend on manual tasks, freeing them to focus on higher-impact sales activities.
“When we talk about efficiency and driving incremental pipeline, this is huge,” Whittaker says.