Communicating more inside a broken revenue system produces more of the same output. Behavior follows incentives, not intentions.

When two functions are measured against competing metrics, poor collaboration is not dysfunction. It is the revenue system working exactly as designed.

Workshops produce temporary improvement that fades when normal operating pressure returns. The revenue system reasserts itself because it was never changed.

A new tool deployed on top of broken workflows accelerates misalignment rather than removing it. The dysfunction becomes faster and more visible.

A RevOps leader who inherits a broken operating revenue system takes ownership of managing the symptoms rather than fixing the design. The misalignment continues. What changes is who gets asked about it.