Why Mid-Market Companies Overspend on RevOps Tech — and How to Fix It

Revenue Operations (RevOps) has become the backbone of growth for mid-market companies. When done right, it aligns sales, marketing, and customer success to create predictable revenue and better customer experiences.

But here’s the catch: most mid-market companies overspend on RevOps technology. They buy tools that don’t match their real needs, stack platforms with overlapping features, and get sold into solutions designed for larger enterprises. The result? Wasted budget, low adoption, and frustrated teams.

The Problem: Technology That Doesn’t Fit

The most common reasons mid-market firms overspend include:

Buying Enterprise-Level Solutions “Just in Case”
Executives often think, “We’ll grow into it.” In reality, the extra functionality goes unused, and the licenses lock budgets into commitments that don’t match current realities.

Overlapping Tools
Companies purchase a CRM, a marketing automation platform, and an analytics tool — only to discover each one has reporting features. Instead of empowering teams, it creates redundancy and confusion.  Not to mention not all data is centralized so the reports do not line up and end up not getting used.

Vendor-Driven Decisions Instead of Strategy-Driven Ones
Sales reps are trained to maximize their deal size, not your ROI. Too often, companies buy what’s pitched, not what’s needed. Often they will mislead based on what features will be missing out on if you don't buy what's recommended, if you don't know what features are important you can easily fall for this tactic.

The result is overspending by 25–35% of total tech spend on duplicate features, underutilized licenses, and tools that don’t deliver ROI.

The Fix: A Smarter Approach to Tech Investments

Avoiding overspend doesn’t mean cutting back on technology. It means making sure every dollar is tied to business outcomes. Here’s how:

Map Business Processes → Then Select Tools
Start with the workflows your teams actually use. Build requirements from the ground up before engaging vendors. This prevents buying features that look great in demos but don’t solve real problems.

Right-Size Licenses for Actual Users
Not every employee needs a top-tier license. CFOs can reclaim significant budget by tiering access based on real roles and usage.  Often times platforms only need 1 license purchased in a space to unlock the features needed, reducing the overall spend.

Define Adoption + ROI Metrics Up Front
If adoption isn’t measured, it won’t happen. Define usage goals, reporting metrics, and revenue outcomes before go-live. Vendors should be accountable to these, not just delivery.

Case Story: Turning Overspend Into Savings

One mid-market professional services firm was paying $100K annually for duplicate reporting tools. Different departments had adopted different platforms, each performing similar functions. The overlap caused not only waste, but also data inconsistency across teams.

By consolidating into a single integrated platform, the company cut costs by 40% and boosted adoption — because employees were no longer forced to choose between multiple systems. The savings were reallocated to client-facing initiatives that drove growth.

The Bottom Line

RevOps technology is essential, but without a strategy, it becomes one of the biggest sources of wasted spend. Mid-market companies can’t afford to let vendors dictate what’s “needed.” They need a clear framework that connects business processes, adoption, and ROI before committing dollars.

That’s what The RevEx Formula™ delivers: right-sized, adoption-focused technology investments that protect budgets and accelerate growth.