RevOps Data Team vs. The Data Team: What’s the Difference and How Should They Work Together?
- Rebecca Thachil
- Oct 13
- 3 min read
Data is the lifeblood of every modern organization. But not all data teams are the same.
If you work in Revenue Operations (RevOps), you’ve probably run into confusion: “Wait —don’t we already have a Data team? Why do we need RevOps analysts?” Or from the other side: “Why is RevOps building reports when the Data team already owns analytics?”
Here’s the truth: RevOps Data and the central Data team play very different roles. Both are important. And when they work together well, they turn data into a strategic growth engine.
RevOps Data Team: The Specialists Closest to GTM
The RevOps Data function is embedded in go-to-market (GTM) teams — Sales, Marketing, Customer Success.
Responsibilities:
Managing CRM and GTM system data (Salesforce, HubSpot, Gainsight, Outreach, etc.).
Building and maintaining GTM dashboards (pipeline, conversion rates, ARR/NRR, churn).
Creating forecasts and pipeline coverage models.
Enforcing GTM data standards (naming conventions, mandatory fields, stage definitions).
Translating GTM questions (“Where are we leaking leads?”) into data insights.
Strengths:
Knows GTM processes inside and out.
Works in “revenue language” — MQLs, SQLs, win rates, retention.
Fast turnaround on GTM-specific reporting.
Limitations:
Usually focused on operational, tactical reporting rather than deep statistical modeling or enterprise-wide data infrastructure.
Central Data Team: The Enterprise-Wide Analysts and Engineers
The central Data team (sometimes called BI, Data Science, or Analytics) sits above all departments.
Responsibilities:
Building and maintaining data warehouses and pipelines.
Standardizing company-wide metrics (ARR, revenue recognition, CAC payback).
Running advanced analysis (churn modeling, pricing elasticity, attribution models).
Supporting finance, product, and exec-level reporting.
Managing data infrastructure, governance, and security.
Strengths:
Technical expertise in SQL, Python, machine learning, ETL pipelines.
Ability to analyze all company data, not just GTM.
Rigor in data governance and statistical accuracy.
Limitations:
Can be slower to respond to GTM-specific needs.
May lack deep context of sales/marketing/CS workflows.
How They Should Work Together
Instead of competing, the two teams should operate as partners with clear boundaries:
RevOps Data: Focus on GTM-specific operations, system-level reporting, and tactical insights.
Central Data: Focus on infrastructure, advanced analytics, and cross-departmental metrics.
Example:
Marketing wants to know which campaigns generate the highest LTV customers.
RevOps can track lead source → opp → customer.
Data team enriches with product usage + finance data to calculate actual LTV. Together, they provide a full-funnel picture.
How GTM Teams Should Work With Them
For Sales, Marketing, and Customer Success, knowing who to go to is key:
For quick, tactical needs: → RevOps Data
“Can you add win rates by region to the pipeline dashboard?”
“What’s the conversion rate from MQL → SQL last quarter?”
For strategic, cross-company analysis: → Central Data
“Which customer segments have the highest retention after 2 years?”
“What pricing model drives the highest LTV:CAC ratio?”
Rule of thumb for GTM leaders:
If it lives in Salesforce, HubSpot, Gainsight, or outreach systems → ask RevOps.
If it requires joining CRM data with finance, product, or usage data → ask Data.
The Danger of Blurred Lines
When the distinction isn’t clear:
RevOps gets bogged down trying to do data science they’re not resourced for.
Data teams get frustrated building dashboards they see as “too tactical.”
GTM leaders get conflicting reports because definitions weren’t aligned.
Final Thought
RevOps Data and the central Data team aren’t the same — and they shouldn’t be.
RevOps Data = Tactical, GTM-focused, close to the field.
Central Data = Strategic, enterprise-wide, focused on infrastructure and deep analytics.
When they work together, GTM leaders get insights that are not only fast and relevant but also accurate and connected to the bigger business picture.
The companies that get this right don’t just have “data.” They have data that drives revenue.
If you’re passionate about bridging the gap between GTM and Data — or if you’ve ever found yourself stuck between dashboards and strategy — this is exactly what we explore inside the Reklik Community. From live workshops on RevOps analytics to real-world templates and discussions with GTM leaders, it’s where professionals learn how to turn data alignment into revenue impact.
Join Reklik today and start building the kind of RevOps systems that make data actually work for growth.
