How Does Revenue Marketing Foster Cross-Functional Alignment?
RM6™ creates shared KPIs and processes across marketing, sales, customer success, and RevOps—turning silos into a unified growth engine.
Revenue marketing fosters cross-functional alignment by uniting marketing, sales, customer success, and RevOps around shared KPIs, one scorecard, and coordinated processes. The Revenue Marketing Index shows that companies with strong alignment are 2.1× more likely to achieve 50%+ pipeline contribution from marketing. Pedowitz Group’s RM6™ Framework operationalizes this alignment through governance, workflows, and analytics, ensuring accountability and collaboration across the customer lifecycle.
Alignment in Action
Breaking Down Silos with RM6™
Alignment doesn’t happen by accident—it requires structure. Revenue marketing provides the operating system for cross-functional teams to execute against shared outcomes. With RM6™, leaders replace activity-based metrics with revenue KPIs that span the entire lifecycle.
Alignment Workflow
- Define Shared KPIs: Agree on pipeline, velocity, win rate, and NRR targets.
- Establish SLAs: Document lead routing, response times, and CS engagement rules.
- Create One Scorecard: Build dashboards accessible to all functions.
- Hold Governance Cadence: Revenue councils meet weekly/monthly to review and decide.
- Close Feedback Loops: Use customer and sales insights to refine GTM execution.
Client Snapshot: Gilbarco Veeder-Root
Gilbarco partnered with Pedowitz Group to unify KPIs, formalize SLA-driven handoffs, and publish a single revenue scorecard across regions. The outcome: faster follow-up, fewer dropped leads, and clearer ownership from first touch to renewal—alignment that scales. See the case study.
Start with a single operating definition for sourced vs. influenced revenue, funnel stages, and qualification criteria. Publish these in your dashboard and restrict changes to a quarterly cadence so trend lines remain trustworthy.
Put RevOps at the center. Standardize taxonomies (channels, programs, personas), protect original-source fields from overwrites, and automate contact-to-opportunity association for buying groups. This prevents misattribution that derails alignment.
Run a governance cadence that reviews one scorecard—pipeline contribution, win rate, velocity, NRR/CLV—and ends with a clear start/stop/scale memo. Tie incentives to revenue KPIs and enforce remediation plans for persistent SLA or KPI misses.
Finally, close the loop with customers. Feed win/loss, product usage, and CS insights back into campaign, content, and enablement plans so the entire lifecycle stays aligned to outcomes, not activity.
Frequently Asked Questions
Turn Alignment into Revenue Growth
Pedowitz Group helps B2B leaders replace silos with shared accountability. Take the RM6™ Maturity Assessment, benchmark your alignment in the Index, and use our eGuide to build a cross-functional growth engine.
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