“We can hit our targets if we work together.” , Every CEO, CMO, CRO, and CSO ever.

You’ve got your revenue goals, budget, and strategy in place, but are you sure every team knows their role, especially when it comes to pipeline and close rates? We sat down with Lance Walter and Rosalyn Santa Elena to unpack who truly drives revenue, which teams own which parts, and how shared insights can push your revenue forward.

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Is It Only Marketing or Sales That Drives Revenue?

The truth: everyone plays a part. Marketing attracts and nurtures the right leads; Sales turns them into revenue; Product ensures the offering meets market needs; Customer Success keeps churn low and revenue growing.

Collaboration matters. Product teams must share new feature updates, while Customer Success must relay churn patterns. Otherwise, you’re leaving money, and intelligence, on the table. See what's happening in real-time across all teams with RevSure’s Funnel Health Intelligence, so nobody is out of the loop.

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Where Should SDRs Live, Marketing or Sales?

It depends:

• Inbound SDRs thrive under Marketing, handling leads Marketing nurtures.
• Outbound SDRs align more naturally with Sales, focused on proactive outreach.

Whatever the setup, visibility is key. Equip SDRs with real-time account scoring and alerts through RevSure’s Account & Lead Intelligence so they know which leads matter, no matter where they sit org-wise.

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The Pipeline Credit Debate: Inbound vs. Outbound

Credit shuffling can fuel friction, especially in account-based GTM motions. The solution? Drop credit splitting and build alignment around shared definitions of “qualified” and shared dashboards so both teams move toward a single, unified funnel view. Use RevSure’s Lead, Account & Opportunity Alerts to ensure every team sees the same triggers and statuses, no surprises.

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Don’t Let Partial Visibility Disable Your Funnel

When only parts of the funnel are visible:

• Marketing and Sales end up operating on different realities.
• You risk chasing leads that don’t convert and ignoring ones that do.
• Forecasting becomes guesswork, not strategy.

RevSure’s Customer Journey Analysis gives a honeypot view of every touchpoint, so you can address leaks, misfire points, and friction metrics before they derail revenue.

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Real-Time Insights = Faster Targets

With macro pressures and budget constraints, speed and precision become your superpowers. Teams that align on CAC, channel ROI, and funnel velocity win. With Unified Funnel & Cohort Intelligence, you can slice data by campaign, persona, or funnel stage to adjust spend in real time, and prioritize what moves the needle today, not after the quarter’s end.

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Watch Our Experts Debate It Live

Missed the deep dive? Catch our full Revenue Drivers Debate webinar where we explored who owns which revenue levers, and how alignment unlocks predictable growth. Revenue Drivers Debate: Who owns them and who can push?

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Your Next Move

Everyone from Product to Customer Success touches revenue, yet alignment is rare. If you’re ready to move from siloed teams to synchronized execution:

• Gain full funnel visibility
• Break down unintentional data silos
• Control budget, reduction in CAC, and guard velocity

Let’s turn GTM misalignment into revenue rhythm. Book a call with us today!