It’s tempting to jump straight to org charts when alignment breaks down.
Reorg the departments. Move a few boxes. Add a dotted line or two.
But here’s the problem:
You can’t structure your way into alignment.
Real alignment starts with strategy, shared goals, and sustained collaboration.
Only once that’s in motion does structure become the lever that locks it in.
Structure Isn’t the Starting Point—It’s the Reinforcement
In the early stages of alignment transformation, teams need room to experiment, collaborate, and prove traction.
But once that traction is in place, structure becomes critical:
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It turns proven teamwork into a permanent operating model
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It locks in cross-functional collaboration through shared KPIs and aligned incentives
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It prevents backsliding by designing around the customer—not internal silos
Structure isn’t there to fix what’s broken.
It’s there to protect what’s working.
Why Misalignment Resurfaces
Many companies try to fix misalignment with collaboration.
They increase the number of cross-functional meetings.
They create shared dashboards.
They build surface-level alignment around messaging.
But without structural reinforcement:
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Teams drift back into old patterns
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Execution becomes fragmented
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Customer experience suffers
What looks like collaboration is often just friction in disguise.
Redesign the System—Don’t Just Redraw the Org Chart
The most effective structural changes don’t focus on hierarchy.
They focus on ownership. Shared outcomes. Customer proximity.
Because without traction, structure becomes theater.
But with traction, structure becomes the key to scale.
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
