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.
While the 20% with Revenue Marketing maturity accelerate growth, the 80% leak revenue at every handoff
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
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
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
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
According to the Revenue Marketing Index, organizations with mature Revenue Marketing operate fundamentally differently:
Traditional: CMO, CSO, and CCO with separate agendas
Revenue Operations: Chief Revenue Officer or aligned leadership team
Impact: Faster decision making, unified strategy
Traditional: Multiple disconnected platforms (average 47 MarTech tools)
Revenue Operations: Unified platform with single source of truth
Impact: Complete customer visibility, accurate data
Traditional: Marketing = MQLs, Sales = Bookings, CS = Renewals
Revenue Operations: All teams measured on revenue growth and NRR
Impact: Aligned incentives, collaborative culture
Traditional: Disjointed touches from different teams
Revenue Operations: Coordinated engagement across lifecycle
Impact: Superior customer experience, higher win rates
Leading B2B SaaS companies have pioneered the Revenue Operations model:
These companies consistently report strong net revenue retention and efficient growth metrics in their public filings.
Organizations that break down silos see improvements in win rates, sales velocity, and customer retention
If you checked 5+, you're in the 80% suffering from silo dysfunction
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?
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?
Find out how your organization compares to Revenue Marketing leaders and get the blueprint for unified revenue operations.