When sales and marketing aren’t aligned, the tech stack usually takes the blame.
But in reality, most revenue teams don’t have a tool problem.
They have a process problem—and their tech is just exposing it at scale.
Here’s what that looks like inside many revenue teams:
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Sales and marketing adopt platforms in parallel, not together
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Lifecycle stages are defined inconsistently
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Workflows are incomplete or undocumented
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No shared dashboard, no unified view of performance
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Tool adoption is inconsistent, and data quality suffers
Sound familiar?
That’s why 73% of digital transformation efforts fail to deliver business value (Everest Group).
And why less than 30% of sales technology is used effectively (HubSpot).
These tools aren’t broken.
They’re just unsupported by clear, shared process.
Before your teams can fully leverage technology, they need:
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Shared workflows that reflect how buyers actually move through the funnel
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Unified data structures so everyone is working from the same source of truth
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Cross-functional input on tool usage and KPIs to ensure alignment and adoption
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Clear ownership and accountability across systems and handoffs
In other words, the tech stack has to serve your GTM process—not the other way around.
Stop asking “What tool should we buy?”
Start asking “How should this tool support the way we sell, market, and win—together?”
Get the process right.
Then let your tech stack amplify it—not compensate for the lack of it.
What’s one part of your current stack that’s creating more friction than alignment?
