The Hidden Breakdowns Stalling Your Revenue Engine
Most alignment breakdowns don’t come from bad intentions.
They come from blind spots—places where ambiguity creeps in and no one realizes it until performance stalls.
Your team might have:
-
Shared dashboards
-
Aligned targets
-
Regular pipeline meetings
And yet, the misalignment persists.
Why? Because the friction isn’t always visible.
It’s embedded in how your GTM system is designed—and what gets ignored.
These are the real misalignment triggers many leaders miss:
1. No one owns the gray zones
The space between “lead” and “opportunity” is a black hole in many orgs.
Marketing’s done. Sales hasn’t taken over. And the buyer feels it.
Without clear ownership, deals stall—quietly and consistently.
2. Escalation signals go unnoticed
Buyers ghost.
Follow-up gets automated.
Everyone assumes someone else is on it.
But when there’s no structured way to flag a stalled journey, inaction becomes the default.
3. Everyone defines success differently
Marketing hits MQL goals.
Sales misses revenue targets.
And both sides walk into the QBR with a different version of the truth.
When KPIs live in silos, success becomes performative—not aligned.
Alignment isn’t a communication problem—it’s a clarity problem.
It’s not enough for your teams to talk more.
They need a shared operating model that defines:
-
Who owns which stage of the buyer journey
-
How performance is measured across teams
-
What actions are triggered when the buyer disengages
Because here’s the truth:
Alignment that doesn’t reflect buyer behavior is just coordinated performance theater.
You’re working hard—but not moving the buyer forward.
And that’s what revenue leaders have to fix.
For Revenue Leaders: What to Do Next
If you’re a revenue leader, your first question may not need to be: “Are we aligned?”
A better question may be: “Where does alignment quietly break down—and what’s our structure for addressing it?”
Start there.
Because if it’s not visible, it’s not being managed.
And if it’s not being managed, it’s already costing you revenue.
If this resonated, you’re not alone.
Join a growing community of revenue leaders rethinking how sales and marketing work together to drive sustainable growth.
Until next week,
Jeff
RevEngine™ | Built for Revenue Leaders Driving Alignment and Growth—Together