What Technology Stack Is Essential for RevOps?
Use this reference architecture to align marketing, sales, and customer success on one data model, one process, and one scorecard.
RevOps Reference Architecture (Minimum Viable → Enterprise)
| Layer | Purpose | Core (start here) | Enhanced | Enterprise |
|---|---|---|---|---|
| MAP | Lead capture, scoring, nurture, routing | Forms, email, scoring, routing to CRM | Program templates, QA gates, sandbox | Multi-BU partitions, approvals, versioning |
| CRM | Accounts, contacts, opps, activities | Standard objects & stages | Revenue schedule, CPQ, Slack/Teams sync | Advanced territory, forecasting, custom objects |
| CS Platform | Onboarding, health, renewals, expansion | Onboarding milestones, health score | Playbooks, usage telemetry | Predictive churn/expansion models |
| Data pipeline / Warehouse | Unify data, create a governed model | ETL from MAP/CRM/CS into warehouse | Reverse ETL to activation | CDC, dbt modeling, data contracts |
| BI & Scorecard | One-truth reporting & diagnostics | Exec scorecard (coverage, conversion, velocity) | Drilldowns & cohorting | Self-serve metrics layer & governance |
| Attribution | Measure influence & ROI | Position-based or W-shaped, sourced vs. influenced | MM + multi-touch with holdouts | Unified model with privacy-safe identity |
| Consent & Preference | Compliant capture and honoring | Opt-in, subscription center | Region-specific policies, DSR workflow | Global policy packs & audits |
| Enrichment & Validation | Data completeness & accuracy | Deduplication & mandatory fields | Firmographic/techno enrichment | Rules engine with monitoring & remediations |
| Integrations (iPaaS) | Reliable, auditable sync | Point-to-point with logging | iPaaS flows with retries | Event-driven architecture, contract tests |
| QA, Monitoring & Change Control | Prevent breakage, speed safe releases | Preflight checklists & release notes | Automated tests, error alerts | Versioned environments, rollback automation |
Ownership & Data Contracts
| Layer | Primary owner | Key data contract | Upgrade gate |
|---|---|---|---|
| MAP | Marketing Ops | Lead object, scoring fields, program IDs | Routing SLA met, MQL quality baseline |
| CRM | Sales Ops | Stage taxonomy, close dates, product lines | Forecast error ≤15% |
| CS | CS Ops | Health score components, renewal dates | Health coverage ≥95% |
| Warehouse/BI | RevOps + Data | Metric definitions, model lineage | One-truth scorecard adopted |
Rollout Tiers & KPIs
| Tier | What to ship | Primary KPIs | Timeframe |
|---|---|---|---|
| Core (6–10 weeks) | MAP↔CRM routing, lifecycle, scorecard v1 | MQL→SAL acceptance, SLA adherence | Quarter 1 |
| Enhanced (next quarter) | Warehouse, reverse ETL, attribution v1 | Coverage 3–5×, velocity up, forecast error down | Quarter 2 |
| Enterprise (ongoing) | Automated tests, policy packs, advanced CS | NRR 110–125%+, incident rate ↓ | Quarter 3+ |
Why TPG
We implement RevOps stacks with a governed data model, release discipline, and executive scorecards—so teams scale faster with fewer incidents. Our co-managed approach pairs your domain knowledge with our enterprise patterns for HubSpot and Salesforce.
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Frequently Asked Questions
Not always. Many teams activate directly from a governed warehouse via reverse ETL. Add a CDP when real-time identity resolution and consent orchestration are required across many channels.
Unversioned field changes, unmanaged integrations, and conflicting stage definitions. Prevent with change control, contract tests, and a KPI glossary.
Model and store attribution in the warehouse so MAP/CRM/CS share one truth; push results back to activation tools via reverse ETL.
Fund the Core tier first (MAP, CRM, CS, warehouse, BI). Add Enhanced and Enterprise only after KPIs and data quality meet gates.
Yes. A co-managed model accelerates delivery while building internal capability—then transitions to steady-state ownership.