AutomationTrendinghigh impact

Forrester: AI Is Redefining RevOps by Absorbing Coordination Work

By InnovaAI Research1 min readForrester

Forrester analysts argue that AI is not fixing revenue operations problems but fundamentally restructuring the function itself, absorbing the coordination work that complexity once demanded. For agency owners running RevOps or sales operations for clients, this signals a shift in how automation tools should be positioned and deployed.

Key Facts

01Forrester analysts state AI is redefining RevOps by absorbing coordination work, not simply improving existing processes
02Coordination tasks such as lead routing, data hygiene, and pipeline updates are the first functions being automated
03Agencies that design automation systems are better positioned than those performing manual coordination
04Tools like Clay, HubSpot, Make, and Gong enable agencies to build AI-native RevOps workflows for clients
05The same structural shift is occurring in employee and workforce management software

Why does this matter for agencies?

▶The coordination layer that has underpinned many RevOps retainers is being absorbed by AI, which directly affects how agencies price and scope those engagements
▶Clients will increasingly expect their agencies to architect automated RevOps systems rather than staff manual processes
▶Agencies that reposition now around system design can protect margins and justify higher retainer values
▶Falling behind on this shift risks having RevOps services commoditized or replaced by the client's own tool stack

What should agencies do?

Audit one active client's RevOps workflow and map every coordination task that can be handed to an automation tool such as Make, HubSpot, or Clay, then present the findings as the basis for a system-design engagement

medium effort

Build a standard RevOps automation package using HubSpot or GoHighLevel for lead routing and CRM hygiene, and Make or n8n for cross-tool workflow triggers, to offer as an upsell to existing retainer clients

high effort

Integrate Gong or Avoma into at least one client's sales process to surface conversation intelligence that informs pipeline reviews and coaching, demonstrating the value of oversight-layer work

medium effort