For many Australian small-to-medium businesses, data lives in silos—the marketing team has their email list, sales has their CRM, and finance has the invoices. A unified Revenue Operations (RevOps) tech stack breaks these barriers down, ensuring that every department is looking at the same data to drive consistent growth and a better customer experience.
Building this stack isn't just about buying the most expensive software; it’s about creating a seamless flow of information from the first time a lead sees your ad to the moment they pay their final invoice. When your tools talk to each other, you stop losing leads in the cracks and start seeing the full picture of your ROI.
Prerequisites
Before you start clicking 'Subscribe' on new software, ensure you have the following ready:- A clear map of your customer journey: From awareness to advocacy.
- Defined KPIs: What metrics actually matter to your bottom line?
- Budget: A realistic monthly allowance for SaaS subscriptions.
- Stakeholder buy-in: Your heads of sales and marketing must be on board.
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Step 1: Audit Your Current Tools
Start by listing every piece of software your team currently uses. Include your CRM, email marketing tools, spreadsheet trackers, accounting software (like Xero or MYOB), and even your team communication tools like Slack. What you should see: A spreadsheet with columns for 'Tool Name', 'Monthly Cost', 'Primary User', and 'Purpose'. You’ll likely find overlapping features—for example, two different tools that both send automated emails. This is your chance to trim the fat.Step 2: Choose Your 'Single Source of Truth' (The CRM)
The heart of a RevOps stack is a robust Customer Relationship Management (CRM) system. In the Australian market, HubSpot and Salesforce are the leaders, though Pipedrive is a popular choice for smaller sales-heavy teams.Your CRM must be the master database. If a customer changes their phone number in the CRM, it should update everywhere else automatically. Ensure your chosen CRM has an 'Open API' or native integrations with the other tools you plan to use.
Step 3: Standardise Your Data Entry
Data is only useful if it’s clean. Before connecting tools, decide on your naming conventions. For example, will you use 'State' or 'Region'? Will Australian phone numbers be entered as 04XX XXX XXX or +61 4XX XXX XXX?Pro Tip: Use 'Required Fields' in your CRM to ensure sales reps can't move a deal to the next stage without entering essential data like an ABN or industry type.
Step 4: Integrate Marketing Automation
Connect your marketing platform (e.g., Mailchimp, ActiveCampaign, or HubSpot Marketing Hub) to your CRM. The goal here is 'Closed-Loop Reporting'. You want to be able to see exactly which Facebook ad or Google Search keyword resulted in a paid invoice six months later. Screenshot Description: In your marketing tool’s settings, look for an 'Integrations' or 'Apps' menu. You should see a 'Connected' status next to your CRM icon with a green tick.Step 5: Connect Your Sales Prospecting Tools
If your sales team uses LinkedIn Sales Navigator or cold outreach tools like Apollo, these must feed directly into the CRM. Avoid the 'export to CSV and import' dance. Manual imports lead to duplicate records and outdated information.Step 6: Bridge the Gap to Finance
For Australian businesses, integrating your CRM with Xero or MYOB is a game-changer. When a deal is marked as 'Closed Won' in your CRM, it should automatically generate a draft invoice in your accounting software. This reduces manual data entry errors and speeds up your time-to-payment.Step 7: Implement a Data Warehouse or Dashboard Tool
While CRMs have great reporting, a true RevOps stack often requires a dedicated BI (Business Intelligence) tool like Looker Studio or Databox. This allows you to pull data from Google Ads, your CRM, and your accounting software into a single 'Executive Dashboard'.Step 8: Automate with Middleware (Zapier or Make)
Not every tool has a native 'plug and play' integration. This is where middleware like Zapier comes in. Use it to create 'Zaps' that move data between apps—for example, 'When a new lead fills out a website form, send a notification to the Sales Slack channel and create a task in the CRM.'Step 9: Establish a Lead Scoring Model
Now that the pipes are connected, use your RevOps stack to prioritise leads. Assign points to leads based on actions (e.g., visiting your pricing page = 10 points) and demographics (e.g., being a Director = 20 points). This ensures your sales team only focuses on 'Sales Ready' leads.Step 10: Set Up a Feedback Loop (Service to Sales)
Revenue doesn't stop at the sale. Connect your customer support tool (like Zendesk or HubSpot Service) to the stack. If a customer has three open support tickets, your sales team should see that in the CRM before they try to call them for an upsell.Step 11: Document the 'RevOps Playbook'
Your tech stack is only as good as the people using it. Create a simple internal Wiki or PDF that explains how the tools work together. Include 'how-to' guides for common tasks, such as 'How to log a call' or 'How to request a marketing campaign'.---
Common Mistakes to Avoid
- The 'Shiny Toy' Syndrome: Buying a tool because it has a cool feature, even if it doesn't integrate with your CRM.
- Ignoring the ABN: For B2B Australian companies, not capturing the ABN early can lead to headaches during the invoicing stage.
- Over-complicating Automations: Start simple. If an automation has 20 steps, it’s more likely to break. Build small, modular workflows instead.
Troubleshooting
- Data is duplicating: Check your 'Sync Rules'. Usually, this happens when two tools are trying to 'overwrite' each other simultaneously. Set one tool (the CRM) as the 'Source of Truth'.
- Integrations keep breaking: This is often due to password changes or expired API tokens. Check your 'Connections' settings once a month to ensure everything is still authenticated.
- Staff aren't using the tools: This is a culture issue, not a tech issue. Ensure the tools actually make their jobs easier, rather than just adding more admin work.
Next Steps
Once your tech stack is unified, your next priority is Data Optimisation. Start looking at your 'Customer Acquisition Cost' (CAC) and 'Customer Lifetime Value' (LTV) across different channels to see where you should double down on your marketing spend.Need help auditing your current marketing technology? Our team at Local Marketing Group can help you streamline your systems. Contact us today for a RevOps consultation.