Tech Stack
Build an integrated technology ecosystem. The right tools, connected the right way.
⏱️ TL;DR: Your CRM is the hub. Connect marketing automation, enrichment, outreach, and analytics tools through native integrations or iPaaS (Make/Zapier). Prioritize data flow over individual features.
The RevOps Tech Stack Architecture
Think of your tech stack in layers:
- Foundation: CRM (single source of truth)
- Acquisition: Marketing automation, outreach, ads
- Engagement: Email, phone, chat, video
- Intelligence: Enrichment, intent, analytics
- Integration: iPaaS, data warehouse
Layer 1: CRM Foundation
Your CRM is the hub where all data flows.
CRM Options by Stage
| Stage | CRM | Why |
|---|---|---|
| Early (0-10 reps) | Pipedrive, HubSpot Free | Simple, affordable, easy to start |
| Growth (10-50 reps) | HubSpot, Salesforce | Scalable, robust integrations |
| Enterprise (50+) | Salesforce | Customization, ecosystem |
💡 CRM Selection Criteria
Focus on: native integrations with your stack, ease of customization, reporting capabilities, scalability path.
Layer 2: Acquisition Tools
Marketing Automation
- HubSpot Marketing Hub: All-in-one, great CRM integration
- Marketo: Enterprise-grade, complex workflows
- Pardot: Salesforce-native B2B marketing
- ActiveCampaign: SMB-friendly automation
Outbound Tools
- Cold Email: Lemlist, Smartlead, Apollo
- LinkedIn: LinkedIn Sales Navigator, Expandi
- Dialers: Aircall, Ringover, PhoneBurner
Layer 3: Engagement Tools
- Email: Gmail/Outlook (synced to CRM)
- Calendar: Calendly, Cal.com, Chili Piper
- Video: Loom, Vidyard, Claap
- Chat: Intercom, Drift, HubSpot Chat
Layer 4: Intelligence Tools
Enrichment
- Contact/Company data: Apollo, Clearbit, ZoomInfo
- Technographics: BuiltWith, Wappalyzer
- Intent data: Bombora, 6sense, G2
Analytics
- BI Dashboards: Looker, Metabase, Tableau
- Revenue Intelligence: Gong, Chorus, Clari
- Attribution: HockeyStack, Dreamdata
Layer 5: Integration Layer
Connect everything together:
iPaaS (Integration Platforms)
- Make.com: Visual workflows, powerful, cost-effective
- Zapier: Simple, wide ecosystem
- Workato: Enterprise-grade, IT-approved
Data Warehouse
- Snowflake: Scalable cloud warehouse
- BigQuery: Google ecosystem
- Census/Hightouch: Reverse ETL to activate data
Sample RevOps Stack
SMB Stack ($500-2K/month)
- CRM: Pipedrive or HubSpot Free
- Outreach: Lemlist
- Enrichment: Apollo
- Calendar: Calendly
- Automation: Make.com
Mid-Market Stack ($5K-15K/month)
- CRM: HubSpot Professional or Salesforce
- Marketing: HubSpot Marketing Hub
- Outreach: Apollo/Outreach
- Enrichment: ZoomInfo
- Revenue Intelligence: Gong
- Automation: Make.com/Zapier
Integration Principles
1. CRM as Hub
All data flows to/from CRM. It's the single source of truth.
2. Bi-directional Sync
Data should flow both ways. Marketing needs CRM data; CRM needs marketing engagement.
3. Real-time When Possible
Lead scoring, alerts, and routing should happen instantly.
4. Audit Trail
Track where data came from and when it was updated.
⚠️ Avoid Tool Sprawl
More tools ≠ better. Each tool adds complexity. Consolidate where possible.
Tech Stack Checklist
- ☑️ CRM selected and implemented
- ☑️ Marketing automation connected
- ☑️ Email/calendar synced
- ☑️ Enrichment flowing to CRM
- ☑️ Outreach tools integrated
- ☑️ iPaaS set up for custom workflows
- ☑️ All teams using same systems