Other key revtech capabilities

While the categories of Generate, Close, and Report cover most of the core capabilities in a RevTech stack, there are additional functionalities that provide critical support across the entire revenue process but don’t fit neatly into these phases. These capabilities often serve as the backbone that keeps everything running smoothly, ensuring your RevTech stack remains scalable, flexible, and secure.

1. Integration & Middleware Solutions

What Problem Does It Solve?

As companies expand, they often end up with a collection of specialized tools—CRMs, marketing automation platforms, analytics suites, support systems—each handling different parts of the customer journey. Integration and middleware solutions ensure these tools talk to each other, preventing data silos and enabling a unified view of customer activities. Modern platforms frequently offer ETL/ELT or “reverse ETL” capabilities, allowing you to sync and enrich data across multiple systems without manual exports or risky custom code.

How It Interacts with the Stack:

These platforms typically connect CRMs, data warehouses, marketing automation, support systems, and more. They facilitate real-time or near-real-time data syncing, handle complex transformation rules, and help maintain consistent records across all apps. In doing so, they become the “data highways” that keep your RevTech ecosystem cohesive.

To Tool or Not to Tool?

If your tech stack is simple and the tools you use integrate natively (e.g., a CRM and marketing automation platform that are part of the same ecosystem), you may not need middleware solutions. As your tech stack grows more complex, or you want to use tools that aren’t naturally interoperable, integration platforms provide the ability to fill the gaps and ensure data flows smoothly between them.

If your integration setup is inefficient or causing issues:

• Are your integrations up-to-date? As your tools update or change, ensure that integration rules and workflows are kept up-to-date.
• Are there bottlenecks or data delays? Ensure real-time data transfer and avoid batch processes or manual hand-offs between systems. Use API-first solutions for smooth integration.
• Is your data hygiene being maintained? Ensure that your integrations don’t introduce errors or duplicates into your systems.

Typical Mistakes People Make:

• Relying on native integrations alone: Not all native integrations cover your full workflow needs, and many require customization.
• Ignoring API limitations: Not all tools have robust APIs, which can limit the effectiveness of integration efforts.
• Overcomplicating integration workflows: Too many complex workflows can slow down systems and create unnecessary dependencies.

Various vendor choices & pricing

2. Security & Compliance

What Problem Does It Solve?

Security and compliance solutions ensure that your RevTech stack is protected from data breaches, unauthorized access, and compliance violations (e.g., GDPR, CCPA). These capabilities become increasingly important as your business collects more customer data and operates in regulated industries.

How It Interacts with the Stack:

These platforms typically integrate with CRMs, data storage systems, analytics platforms, and relevant third-party apps. They track user permissions, ensure data is encrypted at rest and in transit, automate compliance checklists, and maintain detailed logs for regulatory audits. By centralizing security policies, you minimize siloed data and inconsistent enforcement across your RevTech ecosystem.

To Tool or Not to Tool?

• Small Organizations: Manual monitoring, basic encryption, and strict access controls might suffice early on.
• Growing or Regulated Companies: As data volume increases and regulations become more complex, specialized security and compliance solutions (e.g., OneTrust, Vanta, Drata) help automate continuous monitoring, manage access controls, and ensure compliance across multiple tools.

I Have It, But It Isn’t Working How I’d Like It To

• Are you monitoring access regularly? Review access logs to ensure only authorized personnel have access to sensitive systems and data.
• Is your data encryption up-to-date? Make sure all customer data is properly encrypted both in transit and at rest.
• Are you conducting regular audits? Regular compliance audits ensure that your company stays in line with evolving regulations.

Typical Mistakes People Make:

• Neglecting ongoing compliance monitoring: Compliance isn’t a one-time project. Regulations evolve, and so should your compliance efforts.
• Overcomplicating access controls: Simplify user roles and permissions to avoid confusion and ensure that only the right people can access sensitive data.
• Failing to encrypt sensitive data: Not all data needs to be encrypted, but sensitive customer data should be.

Various vendor choices & pricing

3. Training and Onboarding Solutions

What Problem Does It Solve?

Training and onboarding solutions help ensure that your teams are properly trained on the RevTech stack, enabling them to use the tools effectively and stay up to date with new features and best practices.

How It Interacts with the Stack:

Training tools can integrate with your CRM and other systems to provide context-specific guidance and track how employees are interacting with the tools over time.

To Tool or Not to Tool?

For smaller teams, training can often be done manually through workshops or self-guided learning, with documentation stored in shared drives. As the tech stack grows and new employees join, tools like Lessonly, MindTickle, or Guru provide structured onboarding and ongoing training, tracking progress and ensuring all team members are up to speed on how to use the RevTech stack.

Typical Mistakes People Make:

• Neglecting to update training materials: Outdated training content can confuse employees and reduce the effectiveness of the tools.
• Underestimating the need for ongoing training: Training isn’t just for new hires—ongoing education ensures teams stay up to date with evolving tools and processes.
• Failing to collect feedback: Without feedback, it’s hard to know if your training is effective or if there are areas for improvement.

Various vendor choices & pricing

These additional capabilities are essential to maintaining a scalable and secure RevTech stack. They don’t fall neatly into the "Generate," "Close," or "Report" categories but are critical for ensuring that your systems stay connected, compliant, and efficient as your company grows.