RevOps Tech Stack Architecture

TECH STACK CATEGORIES

Core Revenue Technology Layers

TECH STACK ARCHITECTURE

LAYER 1 - CORE SYSTEMS (Foundation):
☐ CRM (Salesforce, HubSpot)
☐ Marketing automation (Marketo, HubSpot, Pardot)
☐ Customer success platform (Gainsight, ChurnZero)

LAYER 2 - INTELLIGENCE:
☐ Data enrichment (ZoomInfo, Clearbit, Apollo)
☐ Intent data (Bombora, G2)
☐ Revenue intelligence (Gong, Chorus)

LAYER 3 - ENGAGEMENT:
☐ Sales engagement (Outreach, Salesloft)
☐ Meeting scheduling (Calendly, Chili Piper)
☐ Chat/conversational (Drift, Intercom)

LAYER 4 - OPERATIONS:
☐ CPQ (Salesforce CPQ, DealHub)
☐ Contract management (DocuSign, PandaDoc)
☐ Billing (Stripe, Chargebee)

LAYER 5 - ANALYTICS:
☐ BI/reporting (Tableau, Looker, PowerBI)
☐ Attribution (Bizible, HockeyStack)
☐ Forecasting (Clari, Aviso)

Tech Stack by Company Stage

Stage	Must Have	Nice to Have	Can Wait
Seed	CRM, basic MA	Scheduling	All else
Series A	+Engagement, enrichment	Intent, CPQ	BI platform
Series B	+CPQ, CS platform	Intelligence	Advanced
Series C+	Full stack	All	Custom builds

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INTEGRATION ARCHITECTURE

Integration Map Template

INTEGRATION ARCHITECTURE MAP

CRM (System of Record)
│
├── Marketing Automation
│   ├── Lead sync (bidirectional)
│   ├── Campaign attribution
│   └── Score updates
│
├── Sales Engagement
│   ├── Activity logging
│   ├── Contact sync
│   └── Template performance
│
├── Enrichment
│   ├── Auto-enrich on create
│   ├── Scheduled refresh
│   └── Field mapping
│
├── Revenue Intelligence
│   ├── Call recordings
│   ├── Deal health
│   └── Activity capture
│
├── CS Platform
│   ├── Account sync
│   ├── Health scores
│   └── Renewal data
│
└── Finance/Billing
    ├── Invoice sync
    ├── Revenue recognition
    └── Usage data

Integration Prioritization

Integration	Impact	Complexity	Priority
CRM ↔ MA	High	Medium	P1
CRM ↔ Enrichment	High	Low	P1
CRM ↔ Engagement	Medium	Low	P1
CRM ↔ CS Platform	High	Medium	P2
CRM ↔ Billing	High	High	P2

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BUILD VS. BUY

Decision Framework

BUILD VS. BUY FRAMEWORK

BUILD WHEN:
☐ Core competitive advantage
☐ No good solution exists
☐ Integration needs are unique
☐ You have engineering resources
☐ Long-term cost savings significant

BUY WHEN:
☐ Standard functionality needed
☐ Time to value matters
☐ Vendor support/updates valued
☐ Engineering resources scarce
☐ Best practices embedded

EVALUATION CHECKLIST:
Total cost (3 years): Build $_____ vs. Buy $_____
Time to implement: Build _____ vs. Buy _____
Maintenance burden: Build _____ vs. Buy _____
Risk assessment: Build _____ vs. Buy _____
Strategic fit: Build _____ vs. Buy _____

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