RevOps: What Will It Take To Deliver True Business Unification And Visibility Across The Customer Lifecycle?

Daniel Raskin writes in Forbes about how to approach RevOps to achieve meaningful unification of the business

Revenue Marketing
 Min read
April 5, 2022

Many marketing teams today rely on account-based and lead-based metrics to calculate overall business success. However, these metrics lack revenue-oriented data that finance, sales and customer success teams typically rely on.

These shortcomings added to the pressure placed on marketing teams during the pandemic. In fact, in a recent study of executive-level employees, 69% of respondents stated that different departments within their company (i.e., marketing, customer success, sales, finance) use different terms and metrics to describe the customer journey.