Revenue Marketing Index 2025

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Revenue Leaders Operate as One Team. The Other 80% Have Departments Fighting for Credit.

Your prospect's reality: Marketing bombards them with emails. Sales asks the same qualifying questions they already answered. Customer Success doesn't know they exist until after the sale. This is why you're losing.

Here's the uncomfortable truth: Your Marketing, Sales, and Customer Success teams aren't departments—they're warring nations with different languages, metrics, and agendas.

The 2025 Revenue Marketing Index reveals that only 20% of B2B organizations have achieved Revenue Marketing maturity with aligned go-to-market teams. These leaders operate as unified revenue organizations. The other 80%? Still operating in silos, measuring different metrics, and wondering why growth is so hard.

The Cost of Operating in Silos

What Happens in Silos

  • Leads fall through handoff cracks
  • Customer data lives in multiple systems
  • Customers repeat their story to every team
  • Teams blame each other for missed targets
  • No unified view of the customer journey
  • Conflicting messages to prospects

The Business Impact

  • Longer sales cycles
  • Lower win rates
  • Higher customer acquisition costs
  • Increased churn
  • Missed expansion opportunities
  • Poor customer experience

While the 20% with Revenue Marketing maturity accelerate growth, the 80% leak revenue at every handoff

The Three Kingdoms: How Most Teams Actually Operate

Kingdom of Marketing

Success Metrics: MQLs, impressions, engagement rates

Common Complaint: "Sales doesn't follow up on our leads"

Tools: Marketing automation platform disconnected from CRM

Reality: Limited visibility into what happens after the MQL

Kingdom of Sales

Success Metrics: Pipeline, close rates, quota attainment

Common Complaint: "Marketing sends unqualified leads"

Tools: CRM used primarily for opportunity tracking

Reality: Focused on closing, not long-term customer success

Kingdom of Customer Success

Success Metrics: NPS, health scores, support tickets

Common Complaint: "We inherit problems from Sales"

Tools: Support platform separate from sales/marketing systems

Reality: Playing defense instead of driving growth

Your Customer's Journey Through the Chaos

The Typical B2B Buyer Experience

Stage 1: Downloads content, receives automated email sequences about problems they already know exist

Stage 2: Marked as "MQL," Marketing celebrates and passes to Sales

Stage 3: SDR calls, asks qualifying questions already answered on forms

Stage 4: AE takes over, starts discovery from scratch

Stage 5: Multiple demos with different team members, each asking "Tell me about your business"

Stage 6: After purchase, Customer Success calls: "Help us understand why you bought our solution"

Result: Frustrated customers who wonder why your teams don't communicate

The Revenue Operations Revolution: How the 20% Win

From Silos to Revenue Teams

According to the Revenue Marketing Index, organizations with mature Revenue Marketing operate fundamentally differently:

Traditional Silos (80%)

  • Separate P&Ls and leadership
  • Different metrics and compensation
  • Disconnected systems and data
  • Finger-pointing culture
  • Customer handed off between teams

Revenue Operations (20%)

  • Unified revenue leadership
  • Shared revenue goals (74% measure pipeline/revenue)
  • Integrated technology stack
  • Accountability culture
  • Seamless customer experience

The Revenue Operations Framework

1. Unified Revenue Leadership

Traditional: CMO, CSO, and CCO with separate agendas

Revenue Operations: Chief Revenue Officer or aligned leadership team

Impact: Faster decision making, unified strategy

2. Integrated Technology Stack

Traditional: Multiple disconnected platforms (average 47 MarTech tools)

Revenue Operations: Unified platform with single source of truth

Impact: Complete customer visibility, accurate data

3. Shared Metrics & Accountability

Traditional: Marketing = MQLs, Sales = Bookings, CS = Renewals

Revenue Operations: All teams measured on revenue growth and NRR

Impact: Aligned incentives, collaborative culture

4. Orchestrated Customer Journey

Traditional: Disjointed touches from different teams

Revenue Operations: Coordinated engagement across lifecycle

Impact: Superior customer experience, higher win rates

Companies Leading the RevOps Revolution

Companies with Strong Revenue Operations

Leading B2B SaaS companies have pioneered the Revenue Operations model:

  • Salesforce: Unified "Customer 360" approach across all customer touchpoints
  • HubSpot: Integrated platform philosophy extends to internal operations
  • Zoom: Simplified go-to-market with aligned revenue teams
  • Datadog: Data-driven approach to entire customer lifecycle
  • Monday.com: Cross-functional collaboration as core principle

These companies consistently report strong net revenue retention and efficient growth metrics in their public filings.

Your Path to Revenue Operations

Phase 1: Assessment (Months 1-2)

  • Map your actual customer journey across all touchpoints
  • Document handoff points and data breaks
  • Survey customers about their experience
  • Identify metric conflicts between teams

Phase 2: Alignment (Months 3-4)

  • Establish RevOps function (leader or committee)
  • Create unified revenue team meetings
  • Define shared success metrics
  • Begin aligning compensation with shared goals

Phase 3: Integration (Months 5-6)

  • Implement unified data model
  • Create single customer view
  • Build automated handoffs with context
  • Launch unified reporting dashboard

Organizations that break down silos see improvements in win rates, sales velocity, and customer retention

Warning Signs Your Silos Are Hurting Growth

  • ☐ Marketing and Sales show different pipeline numbers
  • ☐ Customers complain about repeating information
  • ☐ Teams blame each other for missed targets
  • ☐ Lead handoff requires a formal "acceptance" process
  • ☐ Customer Success is surprised by new customer expectations
  • ☐ No single view of customer interactions
  • ☐ Compensation drives competition, not collaboration
  • ☐ Technology decisions made in isolation
  • ☐ "That's not my department" is common phrase
  • ☐ Revenue attribution causes regular disputes

If you checked 5+, you're in the 80% suffering from silo dysfunction

The Choice: Unified Revenue Team or Warring Departments?

Every day your teams work against each other is a day your competition pulls ahead.

The 20% with Revenue Marketing maturity have already unified. When will you?

The Bottom Line

Your competitors aren't beating you with better products. They're beating you with better alignment.

The Revenue Marketing Index shows only 20% have achieved this maturity. The 80% still operating in silos are falling further behind every quarter.

Which group will you be in next year?

Break Down Your Silos

Find out how your organization compares to Revenue Marketing leaders and get the blueprint for unified revenue operations.

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