Breaking down silos across critical business functions is a struggle for many organizations. The most successful and scalable teams today have a key factor in common: they function as a cohesive revenue team that competently and elegantly handles revenue operations, better known as RevOps.

RevOps is the strategic alignment of sales, marketing, and customer success operations across the full customer lifecycle to drive growth. RevOps maximizes revenue and growth through operational efficiencies and alignment of all teams, systems, and processes with an extraordinary focus on revenue and your customers.

Editor's Note: This blog was originally published in July 2018 and updated in May 2019 and January 2024.

HubSpot CRM is a great tool to help sales leaders gain visibility into their pipeline and to implement measurable change in their organization.

Click here to get the HubSpot CRM now. It’s free and it’s awesome, we promise.

Setting up well-defined deal stages is an important first step to gaining insight into your sales funnel and improving sales team performance.

Using prospect and customer data to solve today's business challenges requires a unified system that can automate and report on all of your essential business processes and functions. Successful and scalable teams today have a key factor in common - they function as a cohesive revenue team that competently handles revenue operations.

What is Revenue Operations?

Revenue Operations, or RevOps, is the fusion of your marketing, sales, and customer success processes, and data into one cohesive and aligned system. Together, these functions provide critical business insights in real-time.

Orienting your marketing, sales, and customer services teams around a single, highly-visible, set of KPIs provides several essential advantages, including the ability to quickly identify and overcome obstacles across departments and to optimize both processes and teams for predictable, scalable, growth. 

As an emerging area critical to the success of growing companies and organizations, teams of all shapes and sizes have merged teams, roles, and responsibilities to unify their understanding customers, better measure marketing and sales efforts, and automate processes and data reporting. 

Setup Multiple Types of Associations Between Contacts, Companies, and Deals in Your HubSpot Portal

RevOps teams understand the visibility and power that comes from associating object records in your CRM. There are significant limitations to the reporting and automation capabilities of a database that must rely soley on data stored within custom property values, as opposed to creating a relationship with another object record.

With custom associations, you can create additional relationships between contacts, companies, deals, and tickets, identifying relationships such as partners or distributors. Proper associations are one the of the keys to a creating scalable reporting and automation in your organization. 

PLUS Six Examples of Custom Object You Can Make in HubSpot

Does it ever feel like no combination of custom properties, lists, and workflows can solve a particularly important reporting or automation challenge?

Many organizations find themselves in a position where they need to store a significant amount of data unique to their organization and their industry, which cannot be easily managed using custom properties alone.

The solution? Custom objects! These can be created in your HubSpot enterprise portal and can be associated with existing contacts, companies, deals, tickets, and even other custom objects!