Revenue Alignment
The condition in which marketing, sales and customer success operate from shared definitions, shared data and compatible incentives.
Alignment is structural, not cultural
Teams misalign because their definitions differ and their incentives point in different directions. Both are design choices. Treating it as a relationship problem produces workshops; treating it as a design problem produces agreed definitions and compatible compensation.
The test
RELATED TERMS
Service Level Agreement (SLA)
An internal commitment between teams — typically how quickly sales will work a lead marketing delivers, and what quality standard marketing will deliver.
Revenue Operations (RevOps)
The function that owns the systems, data and process connecting marketing, sales and customer success, so that revenue is produced by a designed system rather than by four teams improvising in parallel.
Compensation Plan
The document defining how a seller earns variable pay: what is measured, at what rates, with what accelerators, caps and clawbacks.
Lifecycle Stages
The shared sequence describing a contact's relationship with the company over time — subscriber through customer — used to align marketing, sales and customer success on where someone is.
FURTHER READING
RevOps vs Sales Ops vs Marketing Ops
The difference is not seniority or tooling. It is which decisions each function holds, and getting that boundary wrong produces duplicated systems work and contradictory definitions.
Coordination Cost at the Marketing–Sales Interface: A Dependency Analysis
Alignment is usually treated as a relationship problem. Coordination theory treats it as a set of managed dependencies with identifiable failure modes — and the marketing–sales interface has all of them.
Learn how to apply this: RevOps 101: Revenue Operations Foundations
Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.
See the course