Core and expanded audiences
Audience in the RevOps research includes a core audience and an expanded one. The core audience comprises the three differentiated revenue functions: sales, marketing, and customer success. These are the functions whose coordination is RevOps' primary purpose.
The expanded audience includes enablement, partnerships, business development, customer experience, professional services, and the parts of finance that touch the revenue cycle (FP&A, revenue accounting, commercial operations). These functions interact with the revenue motion but are not themselves principal revenue functions.
Why audience scope matters
Audience scope determines what RevOps actually delivers. A team trying to serve every revenue-touching function in a 500-person GTM organisation will end up serving no one well. A team that defines its audience too narrowly will fail to address coordination problems that span the wider audience.
Mature implementations make conscious decisions about audience tiers. First-tier audiences (always served, full SLA, dedicated resources). Second-tier audiences (served via standardised interfaces, lower priority). Out-of-scope audiences (referred to other functions). The tiering should be explicit and reviewed annually as the function evolves.
What audience breadth changes
The breadth of RevOps' audience is one of the things that makes it structurally different from prior integrative devices. Trade marketing serves two functions. Sales and Operations Planning serves two functions. RevOps serves three or more, across the full customer lifecycle. The expansion of audience is what makes RevOps a structurally different kind of integrative device, not just a modern rebranding of an older one.