RevOps alignment is an operating-model problem, not a tooling problem

RevOps alignment often fails because teams fix tools before agreeing on definitions, ownership, and handoffs.

The article argues the real problem is an operating-model gap between marketing, sales, and finance, not a software gap.

Metric drift, conflicting MQL definitions, and disputed handoffs keep causing friction even when routing and reporting systems work.

It recommends starting with conversations and alignment audits to surface cross-functional disagreements before changing platforms like Salesforce or Marketo.