We saw that RevOps is gaining momentum in our previous research blog, but what about the technology that’s supposed to power it? If RevOps is the engine behind GTM (go-to-market) execution, then RevTech is the fuel. However, a lot of teams are stretched thin at this point.
Findings from our 2025 State of RevOps and RevTech in GTM research show that the same tools meant to simplify revenue operations are frequently creating obstacles instead. Poor integration, inconsistent data, and disappointing ROI are widespread. Nearly half (47%) of RevOps professionals rate their stack’s ROI as average or worse.
So why does the tech gap persist, and what does it take to build a stack that actually supports growth? Let’s answer this with insights from our research.
The aim of this research was to understand whether the tools RevOps teams rely on are truly delivering. We wanted to know:
To answer these questions, MarketingOps.com partnered with Demand Metric to survey over 250 professionals across revenue, marketing, and operations roles. We looked at tool usage, integration issues, decision-making authority, and how AI is changing the game.
The insights summarized below are a window into where teams are seeing results and where friction still dominates the RevTech experience.
Despite high hopes, satisfaction with RevOps tech remains mixed. Under half of the respondents say they’re satisfied with their current stack, and that’s not because teams don’t have tools. CRM and marketing automation are nearly universal, but tools alone aren’t enough. Let’s understand the underlying RevTech issues that are holding back RevOps.
One of the biggest issues is Integration. Only 20% of respondents who said their tools don’t integrate well are still satisfied with their tech stack. The rest report either partial integration with gaps or a complete mess. When systems aren’t properly connected, it disrupts workflows and weakens both data accuracy and the automation RevOps relies on.
Another issue is who owns the decisions. In 60% of organizations, RevOps doesn’t control its own tech budget. That lack of ownership can lead to mismatched tools, patchwork integrations, and unclear accountability.
Then, there’s automation. Only about one-third of teams have automated more than half their RevOps processes. It’s a slow burn, and unsurprisingly, the organizations that are increasing RevOps budgets are also automating more aggressively.
AI adds another layer. While over half of teams are using AI, usage is shallow, and real results depend on clean data. Unfortunately, most teams report data inconsistencies as their top frustration, which undermines both AI effectiveness and core operations.
In short: RevOps teams have the ambition and increasingly, the budget. However, RevTech often underdelivers without strategic control, integrated systems, and reliable data.
Data inconsistencies top the list of frustrations of RevOps pros, with 75% of study participants flagging it as their biggest challenge. When data is duplicated, incomplete, or siloed, it’s nearly impossible to forecast revenue accurately, align across teams, or trigger automation that works.
Tool ownership is another common pain point. In many organizations, RevOps doesn’t even control its own tech budget and often shares decision-making across multiple departments. That leads to disjointed stacks, redundant tools, and misaligned priorities.
So while budgets are holding steady or increasing for most, RevOps teams often can’t make the most of that investment. They’re handed tools, but not the strategy or authority to make them work.
AI might be the shiniest tool in the RevTech toolbox today, but is it actually solving problems or just adding complexity?
According to our study, over half of companies are already using AI within their RevOps processes. The top applications are data cleaning, AI workflow automation, and integration. That’s exactly where teams are hurting most.
This is promising in theory but adoption is still shallow, with just 4% saying they’re using AI extensively. What’s more? AI is often layered on top of tech stacks that aren’t integrated or standardized. Without clean data and seamless systems, AI becomes another siloed tool that over-promises and under-delivers.
Still, there’s a clear appetite for growth. AI and advanced analytics are the top investment priority for the next 12 months. As teams move toward intelligent automation, they will need foundational alignment and infrastructure to get there.
There’s no perfect RevOps stack, but there are patterns emerging among high-performing teams. The biggest signal is that mature RevOps functions correlate with better tech outcomes.
Among teams that have had RevOps in place for three years or more, 63% report their stack directly supports revenue growth. That’s nearly twice as high as what newer teams report.
These mature stacks are set apart by ownership, integration, and strategic alignment. Such teams are more likely to –
Rather than chasing the newest tool, these organizations focus on refining what they already have, connecting their systems, and building automation on top of reliable data. It’s not flashy, but it effectively turns RevTech into a competitive advantage.
If your stack feels bloated or disconnected, the solution isn’t always more tools. This is because technology cannot fix broken processes or misaligned teams. It often comes down to making better use of the systems already in place and ensuring RevOps has the authority to lead tech strategy with clarity. Technology becomes a powerful multiplier for RevOps when applied with intent and when the right people have ownership.
Here’s what stands out from our research:
The most effective teams are not chasing more software. They’re investing in smarter strategy, stronger integration, and tighter cross-functional alignment.
Want to explore RevTech adoption trends, AI usage in operations, and what best-in-class RevOps stacks really look like?
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