Misaligned teams are one of the most common — and costly — problems that B2B businesses face. According to a study by Forrester, companies with tightly aligned sales and marketing teams achieve 36% higher customer retention and 38% higher sales win rates. Research shows that misalignment between sales and marketing alone costs businesses over $1 trillion every year in lost productivity and wasted resources.
So, what causes this disconnect and more importantly, how can Revenue Operations (RevOps) solve it?
When teams operate in silos, it's like driving a car with the handbrake on. Everything becomes harder, slower and more expensive. Misalignment stalls growth in several ways. Leads often fall through the cracks when marketing generates them but sales lack the processes to follow up effectively, resulting in missed opportunities. Inconsistent messaging also becomes an issue, as marketing might promise one thing while sales says another, ultimately damaging trust and credibility with customers.
Operational inefficiency is another consequence, with disjointed teams duplicating work and struggling with incompatible tools and processes, leaving decision-makers frustrated and unsure. Finally, the customer experience suffers most; customers sense the internal disorganisation, leading to dissatisfaction and increased churn.
RevOps provides the structural framework to align sales, marketing and customer success around shared goals, tools and processes. Instead of operating in isolated departments, teams collaborate as a unified revenue engine. Here’s how RevOps makes this possible:
RevOps ensures everyone is working toward the same objectives. Rather than marketing being measured by leads and sales by revenue, both teams track shared metrics like lead-to-customer conversion rates and customer lifetime value. When everyone is aiming for the same target, collaboration becomes natural.
Misalignment often stems from fragmented data. RevOps centralises data from sales, marketing and customer success into a single source of truth. This makes it easier for teams to track performance, identify bottlenecks and make informed decisions.
HubSpot Insight: HubSpot’s CRM platform excels here, providing real-time dashboards that everyone can access. This transparency helps teams stay aligned and accountable.
RevOps standardises processes across departments, particularly around lead handoffs and customer onboarding. Clear protocols ensure leads move smoothly from marketing to sales and then to customer success, reducing friction and improving the customer experience.
EggOps in Action: Our EggOps methodology takes this a step further by aligning processes around your Ideal Client Profile (ICP)—the “yolk” of your market. By focusing on your most valuable accounts, we help teams stay laser-focused on what really matters.
Disconnected tools are a common cause of team misalignment. RevOps integrates your tech stack, enabling systems to talk to each other and share data seamlessly.
HubSpot Advantage: HubSpot provides a suite of tools that unify marketing, sales and service activities. With built-in automation and reporting features, HubSpot reduces manual work, giving teams more time to collaborate and serve customers better.
When teams are aligned through RevOps, businesses experience measurable improvements:
Aligned teams communicate more effectively, speeding up the sales process. When marketing, sales and customer success work together with shared goals and accessible data, the time it takes to move a lead through the pipeline decreases significantly, ultimately accelerating revenue growth. Marketing generates better-fit leads when aligned with sales and sales teams can engage these leads more effectively.
With RevOps, teams focus on the same target audience, resulting in higher-quality conversations, better follow-ups and an overall increase in win rates. A cohesive handoff from sales to customer success ensures customers feel valued and supported. When teams are aligned, customer data and interactions are seamlessly shared, allowing support teams to deliver a more personalised and responsive experience that boosts retention and satisfaction.
If your business is experiencing stalled growth, misalignment might be the culprit. RevOps, supported by tools like HubSpot and strategies like EggOps, provides a proven path to better communication, streamlined operations and accelerated revenue growth.
Ready to align your teams and scale your growth? Join our upcoming webinar, From Chaos to Clarity: How to Build a Revenue Engine That Scales, to learn more about how RevOps can transform your business. Book your spot today and take the first step toward seamless, scalable success.