RevOps and ABM: How to Align Account-Based Plays with Shared Revenue Goals

Account-Based Marketing (ABM) has become one of the most effective strategies for B2B growth. Instead of chasing every lead, your team focuses on the right accounts — the ones most likely to become high-value customers.

But ABM is not only a marketing strategy. To succeed, it needs alignment across sales, operations, and customer success. That alignment comes from Revenue Operations, or RevOps.

This guide explains how ABM fits within a RevOps framework, why alignment matters, and how to connect targeting, reporting, and revenue around shared goals.

What Are RevOps and ABM?

Before combining the two, it helps to understand their roles.

What is ABM?

Account-Based Marketing is a focused growth strategy that identifies specific target accounts and creates tailored marketing and sales campaigns for them.

Instead of volume-based lead generation, ABM focuses on quality — reaching fewer prospects but with more relevance and personalisation.

What is RevOps?

Revenue Operations aligns marketing, sales, and customer success around shared data, systems, and goals.

Its purpose is to make revenue predictable by improving collaboration, automation, and performance visibility across all teams.

How the two connect

ABM defines who to target.
RevOps defines how those targets are managed, measured, and converted.

Together, they create a system where your team moves in sync — from identifying key accounts to closing and retaining them.

Why RevOps and ABM Need Each Other

Both RevOps and ABM aim to fix the same problem: siloed teams working with disconnected data.

When ABM operates in isolation, marketing often measures engagement while sales measures deals. Without shared metrics or systems, it is difficult to connect effort to revenue.

RevOps bridges that gap. It gives ABM the infrastructure it needs to scale, measure success, and ensure accountability.

The key benefits of alignment

• Shared visibility into target account data

• Unified reporting across marketing and sales

• Consistent communication with key stakeholders

• Clear handoff between outreach and follow-up

• Improved forecasting based on account engagement

When ABM runs inside a RevOps framework, it stops being a marketing program and becomes a company-wide growth strategy.

Step 1: Define Shared Goals and Metrics

The first step to aligning ABM and RevOps is to create shared definitions of success.

In most companies, marketing and sales track different metrics. Marketing looks at engagement or impressions, while sales focuses on pipeline and closed deals.

A RevOps approach replaces this with shared revenue goals that span the full funnel.

Examples of shared metrics

• Number of engaged target accounts

• Opportunities created per account

• Account-to-opportunity conversion rate

• Deal velocity

• Expansion or renewal rate

These metrics connect marketing activity to revenue outcomes. Everyone knows what success looks like — and which accounts are driving it.

Step 2: Create a Unified Data Framework

Data alignment is at the core of account-based RevOps. Every team must access the same account information, engagement signals, and contact activity.

Centralise data in your CRM

Use a single CRM, like HubSpot, to store account and contact data. This ensures that both marketing and sales work from the same system of record.

Integrate your advertising, analytics, and email platforms so activity data flows into your CRM automatically.

Define key account properties

Create shared fields in your CRM for:

• Account tier or priority

• Industry

• Buying stage

• Decision-maker roles

• Last engagement date

These properties make it easy to filter, report, and segment accounts for targeted campaigns.

When everyone trusts the same data, collaboration becomes effortless.

Step 3: Build Cross-Functional Account Teams

In a true RevOps environment, ABM is not just marketing’s responsibility. Each account should have a dedicated team that includes members from marketing, sales, and customer success.

How it works

• Marketing creates targeted campaigns and content.

• Sales handles direct outreach and relationship management.

• Customer success provides insights for upsell or renewal opportunities.

Together, they form a “pod” that owns the account’s full lifecycle.

Regular communication keeps these teams aligned on activity and outcomes. Weekly or biweekly account standups work well for most B2B organisations.

Step 4: Align Your Tech Stack

Technology is where RevOps and ABM come together.

A connected stack eliminates the data gaps that often make account-based strategies difficult to scale.

Recommended tools and integrations

• HubSpot CRM – central system for accounts, contacts, and reporting

• LinkedIn Ads – for account-based targeting

• Google Ads – for remarketing and awareness campaigns

• 6sense or Demandbase – for intent data and account scoring

• Slack or Teams – for internal collaboration and deal updates

When these systems connect through HubSpot, all teams can see which accounts are active, which ones are progressing, and where follow-up is needed.

Step 5: Align Targeting and Outreach

Shared targeting is one of the biggest opportunities for RevOps-driven ABM.

Build account lists together

Start with a joint workshop between marketing, sales, and customer success. Use CRM and revenue data to identify:

• Best-fit customers by size or industry

• High-lifetime-value accounts

• Accounts with current intent signals

• Renewal or expansion opportunities

Agree on the final list of target accounts, then create audience segments for campaigns.

Coordinate outreach

Marketing can run personalised campaigns while sales follows up directly. HubSpot’s Sequences feature helps coordinate outreach at scale with tracked follow-up emails and tasks.

Every touchpoint should feel coordinated, not duplicated.

Step 6: Create Shared Reporting and Dashboards

Data visibility is one of the strongest benefits of aligning ABM with RevOps.

Build joint dashboards

In HubSpot, you can create dashboards that combine metrics across marketing and sales, such as:

• Account engagement score

• Meetings booked by target account

• Pipeline created by ABM campaign

• Revenue closed by account tier

These reports give leadership a full picture of ABM performance — not just how many leads were generated, but how much revenue was influenced.Review performance together

Hold regular cross-team reviews to analyse what is working. Ask:

• Which accounts are most engaged?

• Which tactics drive the best results?

• Where are we losing momentum?

The goal is continuous improvement through shared insights.

Step 7: Support Customer Success and Expansion

ABM does not stop when a deal closes. In a RevOps framework, customer success is part of the same system.

Why it matters

Retained customers and renewals often make up the majority of predictable revenue in B2B.

Integrating customer success ensures that upsell and expansion plays are part of your ABM strategy.

Use HubSpot’s Service Hub or ticketing tools to track account satisfaction, product feedback, and renewal timelines.

When customer data feeds back into your ABM dashboards, your team can identify at-risk accounts early and prioritise outreach.

Step 8: Measure Revenue Impact

RevOps turns ABM from a marketing campaign into a measurable revenue engine.

Key performance indicators

• Total revenue influenced by ABM accounts

• Pipeline growth from target accounts

• Win rate by account tier

• Customer lifetime value

• Retention and renewal percentage

Tracking these KPIs gives leadership clear evidence of ABM’s ROI and helps optimise future campaigns.

HubSpot’s attribution reporting can connect marketing activities directly to closed deals, so you know which efforts drive real revenue.

Common ABM and RevOps Alignment Mistakes

• Running ABM without shared data. If your teams use separate systems, your results will always be incomplete.

• Focusing only on acquisition. ABM should include retention and expansion strategies too.

• Neglecting collaboration. Without cross-team communication, campaigns lose consistency.

• Ignoring post-campaign analysis. RevOps thrives on learning and iteration.

• Treating technology as the solution. Tools matter, but alignment starts with people and process.

Avoiding these mistakes helps your ABM strategy deliver measurable, long-term impact.

Bringing It All Together

RevOps and ABM share the same goal — turning marketing, sales, and customer success into one revenue team.

When combined, they deliver clear targeting, consistent engagement, and unified reporting that supports predictable growth.

RevOps gives ABM structure. ABM gives RevOps focus. Together, they transform your go-to-market strategy from reactive to revenue-driven.

Digitalscouts helps B2B companies build this alignment. Our team designs RevOps frameworks, HubSpot implementations, and ABM strategies that work together to connect every stage of your customer journey.

If you are ready to connect your account-based strategy with measurable revenue outcomes, Digitalscouts can help you make it happen.