Where RevOps Is Really Headed
When I arrived at the Revenue Operations Summit London, I was expecting another carousel of frameworks and recycled predictions. I left with the sense that RevOps is finally entering its adulthood phase. A bit messy, ambitious, and strategic. The conversations had a different texture this year. People spoke not just about tools, but about responsibility, discipline, and the hunger to make operations designed, not duct-taped together.
In a room full of operators who track pipeline decay for fun and can debate the consequences of one CRM field for an hour, I felt strangely at home. No matter the company size or tech stack, we circled the same gravitational center. Data, clarity, speed, and control.
Within the first hour, I was hearing the same challenges spoken in different accents. Broken data. Sluggish pipeline. Wobbly forecasts. Manual updates no one remembers making. The soundtrack of RevOps in 2025.
The surprise wasn’t the problems, it was the shared belief that we’re crossing a threshold. There’s a collective refusal to repeat the reactive habits of the last decade. We want revenue engines that feel engineered, not improvised. This summit felt like a signal, like RevOps is stretching into something bigger.
Where Every Conversation Landed
By day two, the arc of conversation was predictable. A tactical complaint, a systems discussion, and then the same conclusion; that AI isn’t a novelty anymore. It’s infrastructure. Not spectacle or hype, but plumbing. The invisible weight-lifter that gives humans time to think.
People weren’t asking for cool features. They wanted reliability, trust, and speed. AI as the force multiplier that frees operators from manual gravity. The appetite is here. Implementation maturity varies, but directionally, everyone’s walking the same road.
The Pain Points That Still Hurt
Across industries and maturity stages, the patterns were loud:
- Data that decays faster than teams can fix it
- Sagging pipelines and shaky forecasts
- Tech stacks that look more archaeological than intentional
- Repetitive work stealing time from strategy
No one stopped at diagnosis anymore. The real conversation was orchestration. Reducing noise, automating drudgery, preserving human judgment. The hunger for systems that move in sync was unmistakable.
RevOps Seems Ready to Admit
A speaker said, “Not every fire deserves a bucket of water.” The room exhaled. RevOps has long carried chronic over-responsibility. We inherit clutter. We patch leaks. We say yes too often.
Focus is becoming a survival skill. The most effective operators choose fewer battles with precision. They protect attention. They practice the strategic no. That mindset shift felt like a turning point.
Between Insight and Action
Dashboards are no longer impressive. Insight has outpaced execution. RevOps doesn’t want to just observe problems, it wants to act on them.
The future belongs to teams who automate updates, trigger workflows if anomalies are detected, and blur the line between thinking and doing. That is exactly the gap we are building into GTM Engine. It’s not just the analysis layer, but the execution layer. Systems that move deals, enrich records, clean data, alert reps, and stabilize forecasts quietly, continuously.
Hearing leaders voice those needs felt like validation.
RevOps doesn’t want more reports. It wants machinery that carries weight.
Beneath the Technical Shift
Beneath the tactical talk, something deeper is moving. RevOps is shedding defensiveness and complexity. People crave ownership clarity, lighter systems, fewer mystery fields, less cognitive debt.
RevOps doesn’t want to be the custodian of chaos anymore. It wants to be an architect of commercial strategy. With AI absorbing repetitive load, that ambition suddenly feels possible.
What Happens Next
I left with a post-conference conviction. The next era of RevOps will be defined by acceleration, not exhaustion.
Three forces are reshaping the function:
- AI replacing manual operational labor
- Systems that orchestrate rather than just store
- Operators choosing precision over heroic overcommitment
RevOps is evolving from reactive maintenance to a strategic engine. From narrator of problems to catalyst for growth.
I felt that identity forming in real time.
The Part That Stayed With Me
Someone said RevOps will always attract people who love puzzles that never stay solved. It made me smile. The puzzles are changing. Less triage, more design. Less firefighting, more architecture. The future looks faster, lighter, more intelligently automated.
I’m grateful to help build that future. RevOps is accelerating. The engine is warming. And I’m excited to shape what comes next. If you’re interested to learn more, let's talk.
About the Author
Dominic Cross is the Senior Vice President EMEA & Head of Partnerships at GTM Engine, a disruptive sales execution platform that turns every customer interaction into pipeline intelligence automatically. He is a GTM strategist and technology executive with 35 years of experience as a SaaS CRO and sales leader, scaling sales teams into new markets and building strategic partnerships across the tech sector.
Whether launching technology solutions into new GTM channels/geographies or building global sales teams to execute on the corporate growth strategy, Dominic leads with a commercial mindset with a focus on market penetration, scalable delivery, and long-term customer success.
His belief is simple. The best workforce solutions don’t just train, they accelerate GTM success.
