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