The Future of Data Management: 3 RevOps Trends Leading 2025

In 2025, the landscape of RevOps will be innovated by strategies that rely on customer retention, data cleanliness, and seamless orchestration.

The role of revenue operations continues to grow. More businesses are transitioning to RevOps and according to Gartner, 75% of the highest growth companies in the world are expected to deploy a RevOps model in 2025. 

These RevOps professionals have their hands full, tasked with navigating an evolving AI landscape, using data to drive smarter business decisions, and achieving revenue growth with as few resources as possible. 

In order to help teams do that, we’re sharing some of the biggest trends that are defining RevOps in 2025, why they’re important, and strategies to help your journey. 

And at the forefront of each of these trends is the need for data management – ensuring that your business has clean, connected, and actionable data in Salesforce. 

Here are three of the biggest trends to keep an eye on. 

3 Biggest RevOps Trends in 2025

1. Customer retention and expansion: RevOps as a strategic player

The current go-to-market landscape is challenging B2B SaaS companies with more competitors and reduced tech budgets across the businesses they’re selling to.

Businesses have just a 5% to 20% of selling to new prospects, making it more difficult and expensive to acquire new customers.

The bright side, however, is that the chance of selling to existing customers is between 60% to 70%.

That’s why customer-focused revenue strategies such as net retention and expansion are taking the helm. RevOps teams play a crucial role in that initiative, ensuring that customer needs are met at every stage of their journey.

This shift in strategy has a number of benefits. Not only is it easier to sell to existing customers, they’re also likely to spend more than new ones. On top of that, it costs significantly less to focus on customer retention over acquisition.

These are the strategies that businesses are using to scale without sacrificing margins and economic health:

• Prioritize customer retention over new customer acquisition. The cost of acquiring new customers continues to rise and it costs significantly less to retain existing customers. Additionally, a 5% improvement in customer retention can increase a company’s profitability by 25% to 95%.
• Leverage usage data to improve the customer experience. By leveraging usage data, RevOps teams can better understand customer behavior, tailor personalized events and experiences, and improve customer satisfaction.
• Reduce churn rates by identifying declining usage metrics. Customer usage metrics can also be used as early indicators of churn risk and allow teams to trigger intervention sequences. Use roll-up reporting to keep an eye on declining trends in API calls, the number of logins, and cases logged.
• Drive sustainable revenue growth through cross-sell and up-sell opportunities. Repeat customers spend 67% more than new customers. Using whitespace and account hierarchies help teams identify additional locations, businesses, and products that GTM teams should be selling to. 

By tracking and understanding usage data, RevOps teams can also help improve customer lifetime value, reduce churn rates, and improve revenue through new cross-sell and up-sell opportunities.

Pro Tip: Account Hierarchy Data in Salesforce is the Foundation for Improving your Customer Retention and Expansion.

Without optimized, connected account hierarchy data, you’ll see a downstream effect that hinders your GTM teams, how your sales reps sell across new and existing customers, and how you deliver the customer experience.

Reducing churn while still driving revenue starts with data, as well as understanding your largest customers so that you can retain and expand effectively as a business. 

In addition to being able to roll-up data such as total activities and open opps, account hierarchies can also populate useful customer success metrics such as open cases and  number of logins. 

ACCESS: How to Improve Net Retention & Expansion

2. The rise of AI: A lack of data preparedness

Every RevOps leader has heard the tired phrase of being able to “do more with less.” 

But in the rising age of AI, that might just be possible. 

AI-driven tools can be used by RevOps teams to improve data entry, pipeline management, forecasting, and customer communication. By automating manual processes, they can reduce the time otherwise spent on manual processes, remove human error, and empower teams to make faster, more accurate decisions. 

However, before kicking off your next AI project, companies need to ensure that they’re ready to take full advantage of this trend by preparing their AI and ensuring that their data is clean, standardized, and actionable.

Clean data ensures that AI algorithms will make accurate productions and provide valuable insights. On the other hand, if your data is full of duplicate records and inconsistent fields, you’re more likely to get misleading results and skewer the effectiveness of your tools. 

Here’s how to adapt and take advantage of generative AI and automation:

• Clean your data to get the best AI insights. Before you can drive business value from your AI tools, you need to ensure that your Salesforce data can be read and understood. Build out your cleaning plan, which should include proactive and reactive deduplication, correcting errors, and filling in missing fields.
• Incorporate AI into your go-to-market strategy. There are plenty of use cases for AI in RevOps. For starters, you can use AI to automate data entry or Opportunity field data for propensity. AI can also be used to analyze customer behavior, demographic data, and past purchase history to predict the likelihood of conversion and prioritize leads.
• Complete tasks and automate complex workflows with Agentforce. Agentforce brings AI-driven automation to Salesforce. RevOps teams can interact with it using plain-language commands, integrate it with Salesforce Flows, or extend its functionality through APIs and third-party integrations.
  
  Some use cases for Agentforce include negotiating pricing autonomously, generating personalized sales demos, and automating customer onboarding.  

Ensure your business is ready for AI-powered solutions like Agentforce

In order to realize Agentforce’s potential impact, RevOps teams need to understand how it works, its core capabilities, and best practices that can drive success. 

But more importantly, you won’t be able to get the most out of Agentforce if your data isn’t ready. Messy records, disconnected accounts, and manual processes will derail your implementation and efforts before they even start. 

Learn how to prepare your data for accurate, Agentforce-driven insights, automate workflows without complexity, and maintain data health for long-term success. 

Watch: Ready for AI? 10 Data Quality Must-Haves Pre-AI

3. Investing in data management and seamless orchestration

Every business wants to make smarter, data-driven decisions – but that’s much easier said than done. 

Here’s why.

While RevOps has managed to break down the barriers between marketing, sales, and customer success teams, those siloes still exist for the data and tools that each of those departments use. 

In reality, teams are still struggling to make sense of data as it moves across different platforms and proliferates. As a result, while you may think it, you don’t have quality data to make those important decisions to drive your business. 

In order to get there, not only do RevOps teams need to ensure they have clean CRM data, they also need to implement different data normalization and governance practices. 

That’s why in 2025, expect more businesses to invest time and resources into their data management and strategy, making a push towards seamless orchestration. 

Here are some ways to get started and move towards actionable, connected data:

• Standardize data entry and collection. Inconsistencies around data collection and entry can lead to data quality issues and reporting challenges. You can address this by introducing standardized procedures and formatting for data entry, such as standard forms, validation rules to prevent errors at point of entry, and training for staff.
• Implement data governance. Establish specific, measurable metrics for data quality and communicate those standards across the wider team. These metrics can include accuracy, completeness, consistency, timeliness, and uniqueness. 
• Establish routine data audits. It’s not uncommon for RevOps teams to use multiple third-party data providers or have different automation tools. But data discrepancies can arise from these different tools, data not being standardized, and flowing incorrectly between systems.
  
  Establishing a single source of truth, or having routine audits, can help achieve and maintain better accuracy. 
  Some use cases for Agentforce include negotiating pricing autonomously, generating personalized sales demos, and automating customer onboarding.  
• Match leads to accounts: Leads and accounts aren’t automatically matched in Salesforce. Not only does this lead to duplicate records, it can also lead to a poor customer experience. Matching leads to accounts breaks down these siloes and helps teams see the bigger picture around leads and existing customers. 

Lead-to-account matching creates a unified view of accounts and related activities, and gives sales reps useful context. It also helps your CRM clean by preventing duplicate records from being created upon entry. 

Learn how automated lead-to-account matching can break down data silos and give RevOps teams the full story around their data. 

Read: Ready, Set, Match: Why You Need Automated Lead-to-Account Matching

Ensure that your Salesforce data is clean, connected, and orchestrated in 2025

Succeeding in RevOps in 2025 starts with data management and having clean, connected data in Salesforce. 

Without it, you won’t be able to:

• Improve customer retention and experience
• Drive revenue through cross-sell and up-sell opportunities
• Leverage AI-based automation
• Prepare your CRM for Agentforce and other AI-powered tools
• Establish data governance and normalization practices

But with automated, purpose-built solutions for Salesforce, you can take advantage of these RevOps trends in 2025 and beyond. 

Here’s how Archer, a global leader in integrated risk management, leveraged data management tools to help their RevOps teams rebuild their processes and Salesforce Org. 

Before spinning out from its parent company, Archer’s RevOps team had nearly two dozen personnel that manually created account hierarchies, assigned accounts to sales reps, matched inbound leads to accounts, and reassigned territories. 

After becoming an independent company, however, they no longer had the staff to manage data in Salesforce manually – the new team was overwhelmed with work. 

By working with Traction Complete, Archer was able to revamp how its team managed data by automating account hierarchies, account assignment and territory assignment, and data cleanup. 

Want to see how we’re helping other RevOps teams transform their processes and get the full picture around their data? Read our customer stories to learn how we’re helping leading companies like Zoom, Asana, and Cisco do more in Salesforce.