How Do You Ensure Accountability in Revenue Marketing?
Accountability means every function owns shared KPIs, SLAs, and results. RM6™ provides the governance and discipline to make it real—and durable.
Ensure accountability in revenue marketing by enforcing shared KPIs, clear SLAs, executive governance, and one source of truth. Teams report to the same revenue scorecard—pipeline, velocity, win rate, and NRR/CLV—not activity. Pedowitz Group’s RM6™ Framework operationalizes accountability across governance, process, and cross-functional alignment so every team proves its contribution to revenue.
Building Accountability into Revenue Marketing
Accountability Through RM6™
The Revenue Marketing Index benchmarks maturity across KPIs, governance, and data hygiene. Organizations that institute shared KPIs, SLAs, and a revenue council outperform peers because decisions are made against one scorecard—not multiple versions of the truth.
Accountability Framework
- Set Shared KPIs: Define pipeline, win rate, velocity, and NRR targets across functions.
- Define SLAs: Document lead handoff, sales follow-up, and CS engagement rules.
- Establish Governance: Run a weekly/monthly revenue council with clear decision rights.
- Publish One Scorecard: Build role-based dashboards; enforce data hygiene and definitions.
- Enforce Accountability: Recognize top performance; apply corrective actions for misses.
Client Snapshot: Gilbarco Veeder-Root
Gilbarco partnered with Pedowitz Group to standardize global lead management, implement SLA-driven handoffs, and stand up a single revenue scorecard. The result: faster follow-up, fewer dropped leads, and clear ownership from first touch to renewal—accountability that scales. See the case study.
For the operating model that keeps alignment tight and decisions fast, see cross-functional alignment and revenue councils.
Anchor accountability in a single source of truth. Publish one scorecard with shared definitions for sourced vs. influenced revenue, funnel stages, velocity, and NRR/CLV. Freeze definition changes on a quarterly cadence and note them in the dashboard so trends remain defensible. Assign decision rights for each KPI (owner, approver, contributors) to eliminate ambiguity.
Make SLAs measurable and visible. Instrument lead routing, response time, and aging with alerts and breach reporting. Document disqualification reasons and recycling paths to prevent silent lead loss. Define CS handoffs at closed-won with timing for onboarding, adoption, and expansion triggers; track adherence and outcomes on the same scorecard.
Protect data integrity with a shared taxonomy (channels, programs, sources) and change control. Lock original-source fields, automate deduplication, and audit merges so attribution and sourcing aren’t corrupted. Pair governance with behavior: publish a monthly “start/stop/scale” memo, tie incentives to revenue KPIs (not activity), and require remediation plans for persistent SLA or KPI misses.
Frequently Asked Questions
Make Accountability a Revenue Growth Driver
Trusted by enterprise GTM teams, Pedowitz Group helps leaders enforce accountability with RM6™, revenue councils, and one scorecard. Start with our Maturity Assessment, then benchmark in the Revenue Marketing Index.
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