Why “Ops” is the Power Role Every B2B Company Needs

Marketing Ops, RevOps, and People Ops are no longer behind-the-scenes—they’re driving the business forward.

Author

The TechFunnel Brief
May 15, 2025

Briefing the Shift

Operations used to be the engine room. Quiet, efficient, tucked behind the curtain.

Not anymore.

Today’s Ops leaders—in Marketing Ops, RevOps, and People Ops—are stepping out of the shadows to become some of the most strategic players in modern B2B organizations. With tech stacks sprawling, buying cycles extending, and teams increasingly cross-functional, “Ops” roles are where visibility, velocity, and value intersect.

And leadership is starting to notice.

3 Key Takeaways for B2B Leaders

Ops is Now Strategy, Not Just Support

No longer just “execution teams,” Ops leaders are deeply involved in aligning data, driving accountability, and translating business goals into scalable systems.

  • Marketing Ops isn’t just about email campaigns—it’s optimizing the full funnel.

  • RevOps is centralizing go-to-market teams around a single source of truth.

  • People Ops is enabling agility in hiring, retention, and employee experience.

They’re the Connective Tissue Between Teams

Ops roles thrive in the gaps between marketing and sales, finance and HR, product and customer success. They’re not just supporting execution, they’re removing friction across silos.

  • RevOps helps align GTM teams on metrics, handoffs, and forecasting.

  • People Ops helps HR and leadership navigate culture, benefits, and burnout.

  • Marketing Ops bridges tech, analytics, and customer journey insights.

Ops Leaders Need a Seat at the Table

You're already behind if your Ops leader is only looped in after the strategy is built. These are your pattern-recognizers, your process engineers, your real-time decision accelerators.

  • Include them early in annual planning.

  • Give them ownership over reporting dashboards and system design.

  • Fund their tools—they’re the key to your competitive edge.

❝

What if your next big revenue unlock isn’t a new channel or campaign but a smarter, empowered ops strategy behind the scenes?

Signals to Watch