GTM Operations (GTM Ops) vs Revenue Operations (RevOps): What’s the difference

Revenue Operations (RevOps) has been around for a while. The exact job description varies from company to company. Some say it’s just “rebranded sales operations” and essentially focused on the tools and operations side of sales management such as quotas, territories, and forecasting. Some say that is too narrow and it encompasses “everything that touches revenue” which might include marketing and success too. And to further complicate things, some companies will have RevOps look after sales and success teams and yet still have an independent marketing operations team to focus on marketing automation, campaign analytics, lead management, etc. Safe to say, there is a bit of confusion on what exactly RevOps is meant to include.

GTM Operations has been on the rise since 2023. Leading startups such as Mural, Bill.com, Vercel, and Carta have all adopted GTM Operations functions (or similar scope such as GTM Technology or GTM Systems).

Fueled by shifts from “grow at all costs” to efficient growth, companies have started to consolidate independent teams - Marketing Ops, Sales Ops, and Success Ops, under a unified team called GTM Operations. The purpose of this team is the same as independent teams - tools / technology, strategy, data, administration, and more - however often with more collaboration across the lifecycle and less management overhead.

Sangram Vajre of GTM Partners often says “You don’t have a sales problem. You don’t have a marketing problem. You don’t have a success problem. You have a GTM problem.” I think this is true for Operations as well. Unified teams can better support each other and therefore the business.

In short, the difference between GTM Operations and Revenue Operations is that GTM Operations looks across the entire customer lifecycle – marketing, sales, and success – whereas Revenue Operations is mostly focused on the revenue touching functions (mostly sales).

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