For business-to-business (B2B) sales and  marketing teams, the COVID-19 pandemic  hastened the digitization of the buying  journey. Simultaneously, the rules of  engagement changed: office closures and  remote workplaces drove B2B buyers to  increasingly favor even more personalized,  self-guided journeys, which have typically  been inaccessible to marketers’ view. These  factors converged to form a perfect storm  that is creating both new challenges and  opportunities for sales and marketing teams.

To weather this storm, sales and marketing  teams need to rethink the way they work,  which starts with rethinking what a revenue  team looks like. While sales and marketing  have traditionally worked in silos, both teams  share a common goal of driving growth and  revenue. But there are many factors that hinder  coordinated engagement: company culture,  aligning on goals, and having the right data. 

And this data—specifically, valuable customer  insights that can support efforts to reach,  engage, and nurture customers—needs  to come from revenue operations (RevOps)  teams, the combined power of marketing  operations and sales operations.