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← STUDY OVERVIEW DOC 42R-2026-02 EARLY LOOK
The 2026 RevOps Reality Report  ·  Early Look

What the first 20 respondents are already telling us.

The study is still open, but the early pattern is hard to miss. Preliminary signal from the first 20 RevOps and marketing leaders — mostly at companies under 1,000 employees, running sales-led GTM. Directional, not final. Add your data and you'll get the full report.

↳ Add your data → get the full report → About the study
Early results — first 20 respondents (n=20). An open look while the survey is still fielding, not the final report.
01 / EARLY SIGNAL

Four things the first 20 already agree on

// Preliminary · directional · n=20 · share to compare your own team

Early results · first 20 FIG. 01
Halfof teams · 10 / 20
are still measuring attribution on first- or last-touch.

Only about 1 in 4 use multi-touch. The rest are crediting revenue to a single click.

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Early results · first 20 FIG. 02
3 in 4name it #1 · 15 / 20
say attribution gaps are their biggest data problem.

Close behind: dirty and duplicate data, and poor data hygiene — each flagged by most respondents.

42 Research · RevOps Reality 2026 42research.co/…/take-part
Early results · first 20 FIG. 03
No oneclear owner
agrees on who owns RevOps.

Answers split almost evenly across Finance/CFO, Marketing, the CRO, and the CEO. No single home for the function.

42 Research · RevOps Reality 2026 42research.co/…/take-part
Early results · first 20 FIG. 04
2–4people or fewer · 13 / 20
run the whole revenue engine with a team this size.

Most RevOps "teams" so far are a handful of people carrying measurement, tooling, and process for the entire org.

42 Research · RevOps Reality 2026 42research.co/…/take-part
02 / BY THE NUMBERS

The early data, charted

// Six questions · n=20 · preliminary · share any panel to compare your own team

Early results · first 20 FIG. 01
How RevOps teams measure attribution
n = 20·single-select
First- or last-touch10/ 20 · 50%
Multi-touch model5/ 20 · 25%
Self-reported ("how did you hear")2/ 20 · 10%
UTM / source tracking2/ 20 · 10%
Gut feel1/ 20 · 5%
Half are still on single-touch; only about 1 in 4 use a multi-touch model.
42 Research · RevOps Reality 202642research.co/…/take-part
Early results · first 20 FIG. 02
The biggest data problems
n = 20·▪ respondents could select multiple
Attribution gaps15/ 20 · 75%
Duplicate / dirty data14/ 20 · 70%
Poor data hygiene / adoption14/ 20 · 70%
No single source of truth12/ 20 · 60%
Reporting we can't fully trust10/ 20 · 50%
Disconnected systems9/ 20 · 45%
Attribution gaps top the list — but dirty data and poor hygiene are flagged by almost as many.
42 Research · RevOps Reality 202642research.co/…/take-part
Early results · first 20 FIG. 03
Who owns RevOps?
n = 20·single-select
Under Finance / CFO5/ 20 · 25%
Under Marketing4/ 20 · 20%
Under the CRO / revenue org4/ 20 · 20%
Under the CEO3/ 20 · 15%
No clear home — it's split3/ 20 · 15%
Under Sales1/ 20 · 5%
No consensus — ownership is scattered across Finance, Marketing, the CRO and the CEO.
42 Research · RevOps Reality 202642research.co/…/take-part
Early results · first 20 FIG. 04
How big is the RevOps team?
n = 20·single-select
2–4 people10/ 20 · 50%
1 person4/ 20 · 20%
None — side-of-desk job3/ 20 · 15%
More than 102/ 20 · 10%
5–101/ 20 · 5%
Most run the whole revenue engine with four people or fewer.
42 Research · RevOps Reality 202642research.co/…/take-part
Early results · first 20 FIG. 05
The CRM stack
n = 20·single-select
Salesforce9/ 20 · 45%
HubSpot9/ 20 · 45%
Microsoft Dynamics1/ 20 · 5%
No real CRM1/ 20 · 5%
A dead heat between Salesforce and HubSpot — and almost nothing else.
42 Research · RevOps Reality 202642research.co/…/take-part
Early results · first 20 FIG. 06
Where RevOps time actually goes
n = 20·▪ respondents could select multiple
Campaign / deal-desk ops9/ 20 · 45%
Building automations9/ 20 · 45%
Ad hoc one-off requests9/ 20 · 45%
Putting out fires8/ 20 · 40%
Reporting & dashboards8/ 20 · 40%
Cleaning up data6/ 20 · 30%
No single sink — the day is split between deal-desk ops, automations, and one-off requests.
42 Research · RevOps Reality 202642research.co/…/take-part
03 / SAMPLE

Who's answered so far

// Read every figure above as preliminary signal, not a final benchmark

Sample
20 completed responses — early and still growing while the study fields.
Who
Marketing Ops, CMOs / VP Marketing, and RevOps leaders doing the work.
Where
Mostly companies under 1,000 employees, running sales-led GTM.
Bonus signal
~45% run both Salesforce and HubSpot — and almost none of the stack is custom.
04 / Participate

Add your data — and get the full report.

The survey takes about six minutes. Participation is anonymous, the report is open to everyone, and your answers move these early numbers toward the real picture.

↳ Add your data → get the full report →