How well are your sales, marketing, and customer success teams actually working together?
Sales conversations often surface customer pain points, but if they never reach marketing, they won’t show up in your marketing strategy. Meanwhile, marketing and customer success are collecting behavioral data and insights from users that would be valuable to sales — if they ever see them.
At its core, this is a data problem: how it’s collected, where it lives, who has access to it, and what they do with it. A revenue operations (RevOps) model breaks down silos and consolidates data into a single CRM, making it the central source of truth for the entire revenue engine. This aligns marketing and sales around a single goal of delivering consistently strong customer experiences that drive measurable revenue and longer retention.
Before you utter the dreaded word (“reorg”), what you actually need is a strategic mindset shift and the disciplined rollout of one integrated CRM system built on three pillars: marketing automation, sales enablement, and customer experience/success. Add AI to streamline administrative work, improve data quality, and surface insights, and you free your leaders to focus on higher-value customer engagement. With shared objectives and a continuous feedback loop replacing one-off handoffs, RevOps turns data into decisions, and decisions into growth.
If you’re ready to learn more about how RevOps can help your business run more efficiently, check out Nancy Dunnahoe’s article that recently ran in MarketingEDGE.
About the Author
Abby White
Vice President, Content Studio
Abby White is a content strategist, newsroom-trained writer, and brand storyteller. As Vice President of EndeavorB2B’s Content Studio, she leads client-driven custom content programs across 90+ brands and the content strategy for topic and role-based newsletters serving executive audiences. An award-winning journalist with a marketer’s mindset, Abby brings 25 years of experience leading editorial, communications, marketing, and audience-building efforts across industries.
Abby launched her first magazine, Abby’s Top 40, in 1988 and made everyone in her family read it. While attending the University of Illinois, she paid her rent as a professional notetaker, which might explain why she still gets asked to take notes in meetings. Since then, she has held editorial leadership roles at an alt weekly, a newspaper, a luxury lifestyle magazine, a business journal, a music magazine, and regional women’s magazines, developing a sharp writing edge and a conversational tone that resonates with professional audiences.
She expanded into marketing while leading communications for an entertainment industry nonprofit and later drove rebranding and audience-building efforts for an NPR music station. At EndeavorB2B, she has been instrumental in driving editorial excellence, developing scalable content strategies across multiple verticals, and building the foundation for EDGE, the company’s portfolio of executive newsletters.
And if you’re a writer interested in contributing to ExecutiveEDGE, she’s the person you need to (politely) bug.
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