Automation
RETHINKING REVOPS
Burley Kawasaki, Global VP of product marketing & Strategy at Creatio takes a smarter approach to revenue efficiency.
A
growing number of businesses are confronting an uncomfortable reality: internal inefficiencies are costing them more than
they think. Some estimates suggest companies lose up to 30% of their revenue annually due to process breakdowns, communication gaps, and outdated systems. One area where this is becoming increasingly
apparent is Revenue Operations, or RevOps – a function meant to coordinate sales, marketing, customer service, and finance under one strategy. In theory, RevOps is about removing friction between teams to improve the customer journey. However, in practice, it’s oſten weighed down by the very issues it’s supposed to solve. RevOps teams frequently operate with tools that weren’t built to
work together. Data is scattered, systems don’t sync, and teams end up duplicating work – or making decisions without the full picture. A major contributor to this dysfunction is the continued reliance on legacy customer relationship management (CRM) soſtware that’s difficult to update and slow to adapt to new business needs.
22 | May/June 2025 Tese platforms were never designed to meet the
level of agility that modern businesses require today. Tey are oſten rigid and deeply customised, making them difficult to adapt as needs evolve. Introducing new workflows or adjusting business processes within these systems can take weeks or months, and typically requires IT support every step of the way. Instead of empowering revenue teams, these
systems frequently become a drag on efficiency. Te more complex the tech stack, the harder it is to maintain momentum, especially in fast-moving markets where speed and flexibility are critical. For RevOps to succeed, it’s essential that the tools in place can evolve as quickly as the teams using
them. Otherwise, businesses risk eroding growth opportunities and customer satisfaction over time.
A push towards unification To address these challenges, organisations need to think beyond tools and processes. Tey must reimagine how they align teams around shared goals.
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