Podcast Episode S2E08: 10 Revenue Operations Gaps And How to Fix Your Go-To-Market
In this episode of Driving Growth, we break down the 10 most common revenue gaps across pipeline, sales, and marketing, and how to fix them with a system built for consistent, predictable growth.
Are you making business decisions based on gut feel or actual data? Many B2B leaders find themselves "hopecasting"—missing quarterly targets by 20% or more because they lack true pipeline visibility.
In this episode, Steve Whittington breaks down the top 10 themes and struggles observed across hundreds of client go-to-market systems. From the "universal" problem of sales and marketing misalignment to the high cost of unidentified ideal customer profiles (ICPs), this session serves as a mirror for your own organization to identify where your revenue factory is leaking. This episode is for B2B executives, sales leaders, and marketing directors who are tired of fragmented data and stagnant growth.
You will learn:
- How to transition from a "hopecast" to a data-driven revenue forecast using leading and lagging indicators.
- The specific tactics to solve CRM adoption issues by tying compensation to data entry.
- Why treating your revenue team as a single unit with a shared scorecard eliminates the blame game between sales and marketing.
Episode Takeaways
- Transition from 'hopecasting' to predictable revenue by implementing mathematical top-down models. This allows leadership to identify specific gaps in account acquisition and expansion rather than relying on gut instinct.
- Solve CRM adoption issues by making the platform a tool for the rep and tying compensation to data entry. If the data isn't in the CRM, the result doesn't exist, which creates the cultural shift necessary for clean data hygiene.
- Unify sales and marketing into a single 'revenue team' with one shared scorecard. This eliminates silos, establishes clear lead attribution, and holds marketing accountable for pipeline creation rather than just lead volume.
If you found this valuable, make sure to subscribe to Driving Growth wherever you get your podcasts for more strategies on building a scalable revenue engine. New episodes are available on the first and third Wednesday of each month.
Is Your Go-To-Market System Built to Scale? We Help You Find Out.
If growth feels fragile, your go-to-market system probably is. Here’s how to find out for sure.
B2B companies with $5M–$150M in annual revenue can participate in the Go-To-Market Readiness research to get a clear, objective view of how prepared their go-to-market system is to scale.
Participants receive:
- Individualized Go-To-Market Readiness Benchmark Report
See how your Go-To-Market system stacks up against peers across key areas of performance - 1:1 Gap Analysis Call with Roadmap’s President
Review results, identify strengths and gaps, and focus on the areas with the greatest impact on growth in your current GTM System.
Apply to benchmark your own Go-To-Market readiness, or download the 2025 Go-To-Market Readiness Index Report today!
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