What is your approach to designing a comprehensive B2B revenue operations (RevOps) architecture on Salesforce?

RevOps architecture aligns Marketing, Sales, and Customer Success on a unified data and process platform:

Unified funnel: Marketing (Account Engagement/Marketing Cloud) → MQL → Sales (Sales Cloud + CPQ) → Closed Won → Customer Success (Service Cloud + CPQ Renewals). Every handoff is automated via Flow, with full audit trail.

Single source of truth for revenue: Salesforce Opportunity + CPQ Order + Contract as the authoritative revenue record. All downstream systems (Finance, ERP) derive from this. Eliminates "two versions of the number" between Sales and Finance.

Forecasting: Collaborative Forecasting (with territory adjustments) + Einstein Forecasting (AI-predicted close probability) combined into a single forecasting view. Sales managers adjust; Finance snapshots via Report runs for period-close submissions.

Analytics: Data Cloud aggregates all touchpoint data; Tableau CRM (Einstein Analytics) provides RevOps dashboards: pipeline health, forecast accuracy, conversion rates by stage, CAC (customer acquisition cost), LTV (lifetime value), NRR (net revenue retention).

Process governance: Revenue playbooks built as Flows (onboarding, escalation, renewal) ensure consistent execution regardless of rep. Slack Deal Rooms for cross-functional collaboration. Einstein Conversation Insights surfaces call coaching data for RevOps to identify process gaps.

Key success factor: RevOps architecture succeeds only when Marketing, Sales, and CS agree on definitions (MQL, SQL, ARR, Churn) before building. Governance over data hygiene and process adherence is as important as the technical implementation.