Revenue Technology Trends to Watch in 2025

There’s no shortage of noise in the RevTech space. From lofty AI promises to the "new" definition of RevOps (again), the landscape is crowded with tools claiming to drive pipeline and performance. The real question for marketing operations (MOps) pros isn’t “what’s new?”—it’s “what’s working?”

We delved into four years of State of the MO Pro research and industry commentary to identify the trends that matter and are transforming how GTM teams operate, not just how vendors market.

1. Integration Isn’t Optional Anymore

Nearly every RevTech investment in 2025 will hinge on its ability to connect with the broader stack. According to the 2024 State of the MO Pro report, 81% of pros said integration capability is their top consideration when evaluating Martech, up from 69% in 2023.

We’re not just talking about “can it connect?” anymore. The bar has shifted to how quickly, natively, and reliably it does so. Tools that require ops pros to duct-tape solutions together with spreadsheets (still the most used tool in ops, by the way) won’t survive.

2. AI and Automation: Hype to Help

In 2023, AI was the shiny object. In 2025, the best ops teams are finding specific, measurable ways to use it to reduce manual work and speed up time-to-value. The 2024 report called out early adoption of AI-driven enrichment, deduplication, and intelligent lead routing.

Here's where AI is getting traction in RevTech today:

• Data enrichment and cleanup using tools like Clearbit or ZoomInfo with built-in AI matching
• Predictive scoring models to prioritize pipeline impact (for ops teams that have clean historical data)
• Self-healing data syncs across MAP and CRM (shoutout to products like Insentric)

But don’t be fooled. AI is not plug-and-play. It’s only as smart as the systems and processes it supports. MOps teams still have to be the architects.

3. The Return of System Ownership

In the 2023 and 2024 reports, 70% of MOps professionals identified as the admin of their MAP. That trend isn’t going away. If anything, it’s expanding across more of the stack–and ownership matters.

When RevTech tools are handed off to IT or sales ops without proper coordination, they become disconnected from the go-to-market strategy. The best teams in 2025 are returning to a central owner model for core revenue tech, with marketing ops often leading the charge. Bonus points if that person actually talks to end users (crazy, I know).

4. Metrics Are Getting Smarter–Finally

The shift from vanity metrics to pipeline-impact reporting has taken years, but it’s here. In 2022 and 2023, pipeline became the #1 KPI for MOps success, overtaking campaign performance and MQL volume.

Some metrics gaining traction:

• Time-to-pipeline: How fast leads convert to opps
• Stack ROI: Benchmarked cost-per-pipeline-dollar by tool
• Attribution confidence scores: Moving beyond first/last touch debates

If your RevTech stack can’t support these, it might be time for a change–or at the very least, a stack audit.