RevOps Visionaries: Jon Barcellos on the Future of CRM and RevOps in 2025

AI is changing RevOps. CRMs are evolving. And businesses that don’t adapt risk falling behind.

To help companies stay ahead, we’re launching RevOps Visionaries—a new interview series featuring top RevOps leaders, strategists, and innovators who are shaping the future of revenue operations.

For our inaugural edition, we’re excited to feature Jon Barcellos, Director, RevOps Solutions at Carabiner Group. With a wealth of experience in CRM optimization, sales productivity, and RevOps strategy, Jon shares his insights on the future of CRM and RevOps in 2025, the role of AI in sales efficiency, and the key differentiators that will define the next generation of CRM platforms.
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The Interview

Leadbeam: What do you believe will be the most significant CRM trend in 2025, and why?

Jon: "I think we’ll see integrated ecosystems take center stage. Imagine a CRM that seamlessly connects sales, marketing, and customer success, breaking down silos completely. This aligns with how companies are embracing RevOps maturity, and it just makes life easier for teams trying to scale."

Leadbeam: How do you see AI impacting CRM strategies in 2025?

Jon: "AI will be all about operational efficiency. Chatbots and virtual assistants are getting smarter, which means less grunt work for teams and faster, more personalized customer interactions. It’s a win-win: happier customers and streamlined operations."
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Leadbeam: What challenges do you anticipate businesses will face in RevOps and CRMs in 2025?

Jon: "This is a double-edged sword:

• Data silos are still a major pain point—getting systems to talk to each other can feel like herding cats.
• Change management will also be tough. Adopting AI tools means companies need to invest in both tech and people. That cultural shift can take time."

Leadbeam: What’s the biggest misconception about RevOps today?

Jon: "That it has to be complicated. KISS is really important here—Keep It Silly Simple."

Leadbeam: Can you share a successful CRM or RevOps strategy you implemented that others could learn from?

Jon: "One of my favorites was using the SBI Value Creation Compass to help a client align their GTM model with the right growth levers. We doubled down on boosting sales productivity and improving retention, and the results were huge:

• Better pipeline efficiency
• Higher renewal rates
• A more focused team"

Leadbeam: What KPIs do you think will define success for RevOps teams in 2025?

Jon: "I think it’s hard to define this as a blanket answer, but generally, it will be:

• Customer Lifetime Value (CLV)
• Customer Acquisition Cost (CAC)
• Sales Cycle Length
• Conversion Rates
• Renewal Rates

These metrics help track efficiency, profitability, and overall performance of revenue operations.

More broadly, I feel it will depend on the org structure and where this role falls. If under a CRO vs. having a seat at the executive table (my personal preference), we could see the value of those tasks differ within the given structures."

Leadbeam: What emerging technologies should businesses watch out for to enhance their CRM and RevOps efforts?

Jon: "Keep an eye on generative AI. It’s not just about automating marketing content—it can also help predict sales insights and guide decision-making in real time. Super exciting stuff!"

Leadbeam: What’s your approach to driving CRM adoption among sales teams who resist change?

Jon: "Make it easy for them to use, see where the action needs to happen, and put the results of the winners in a spotlight.

Within the process, it's important to focus on communication, training, and demonstrating the direct benefits to their daily work. Engaging these teams through hands-on training sessions and showing how the CRM can make their jobs easier can help overcome resistance—while also allowing you to see how they like to work, which only improves the process you deliver to them in the first place."

Leadbeam: What’s one CRM process that should always be automated, and one that should never be?

Jon: “Automate basic data entry—it saves time and reduces errors.

Never fully automate any direct interaction with clients. Personalized service is crucial for building strong relationships and will only become more important in the age of AI.

It’s really important to remember: Artificial Intelligence only works when we pair it with Actual Interactions as well.”

Leadbeam: What advice would you give to businesses looking to revamp their CRM strategies in 2025?

Jon: "Keep it simple and think of it as three buckets:

1. Assess your RevOps maturity—know your gaps.
2. Get your data in order—clean data is the foundation for everything.
3. Start with quick wins like automating workflows, but keep your eye on the bigger picture for long-term impact."

Leadbeam: What do you think will be the key differentiators for CRM platforms competing in the market in 2025?

Jon: "Integration is king. CRMs that plug seamlessly into broader RevOps tech stacks will lead the pack.

Add in actionable insights for sales and marketing teams, and top it off with an intuitive, user-friendly interface—it’s the trifecta every team wants."
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Key Takeaways for RevOps Leaders

• Integrated ecosystems will dominate CRM strategies in 2025, breaking down silos between sales, marketing, and customer success.
• AI will play a key role in automating tasks and improving efficiency, but personalization remains critical in customer relationships.
• Data silos and change management will be major challenges for RevOps teams, requiring strong governance and strategic adoption of AI.
• CRM adoption success depends on ease of use, clear benefits, and strong user engagement.
• The next generation of CRMs will be defined by seamless integrations, AI-driven insights, and a user-friendly experience.
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Final Thoughts

As RevOps leaders navigate 2025, AI, CRM integration, and data maturity will play an increasingly critical role in driving revenue growth and efficiency.

Jon Barcellos’ insights highlight how simplifying CRM processes, ensuring data hygiene, and leveraging AI for predictive insights will help businesses scale faster.

Want to stay ahead of these trends? Follow Leadbeam on LinkedIn and X for more insights from top RevOps experts.

Stay tuned for the next edition of RevOps Visionaries, where we’ll feature another industry leader shaping the future of RevOps.

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