Summary
Most revenue teams aren’t failing on strategy — they’re failing on execution. In this on-demand session, LeanData’s Dana Guthrie and Soldo’s Holly Gage share how RevOps leaders are building buyer-centric workflows that eliminate friction, respond instantly to buyer signals — routing inquiries to the right rep and booking meetings in seconds — and drive measurable pipeline impact. Watch now to get practical playbooks for routing, engagement, and GTM agility — without relying on IT.
Key Takeaways
- Why aligning revenue, marketing, and sales teams around the buyer journey improves engagement and accelerates deals
- How to build buyer-centric workflows that respond instantly to changing buyer signals
- How a strong orchestration layer improves GTM agility and reduces dependence on IT for everyday process changes
- Ways to route inquiries to the right person and deploy custom engagement flows at key moments in the buyer journey
- How to manage team rotations, holidays, and working hours without slowing down your revenue motion
Speakers
- Dana Gutherie, Senior Director of EMEA Marketing, LeanData
- Holly Gage, Director of Marketing Operations, Soldo
Frequently Asked Questions
What does it mean to align revenue teams around the buyer journey?
Aligning revenue teams around the buyer journey means structuring your internal workflows, routing rules, and engagement processes to match how a buyer actually moves through a purchase decision rather than how your org chart is drawn. When sales, marketing, and revenue operations work from the same buyer signals and respond through coordinated workflows, buyers experience less friction and deals move faster.
How can RevOps teams eliminate friction without relying on IT?
GTM orchestration platforms allow revenue operations teams to build and update routing logic, engagement flows, and team scheduling directly, without writing code or opening IT tickets. This means teams can manage rotations, holidays, and working hours on their own and adjust their go-to-market motion quickly when buyer behavior or team structure changes.
What is GTM orchestration and why does it matter for revenue teams?
GTM orchestration is the practice of connecting and coordinating the systems, workflows, and people involved in a company’s go-to-market motion so they respond to buyer activity in a consistent and timely way. For revenue teams, a strong orchestration layer means buyer signals automatically trigger the right routing, engagement, and follow-up actions rather than falling into gaps between disconnected tools and teams.
Why do disconnected systems hurt pipeline even when strategy is strong?
Disconnected systems create delays and inconsistencies at the moments when buyers are most likely to engage. When an inquiry goes to the wrong rep, a follow-up takes hours instead of seconds, or a schedule change breaks an automated flow, buyers move on. Buyer-centric RevOps addresses this by building an orchestration layer that keeps every part of the revenue team synchronized around what the buyer is doing right now.
Tags
AI
Buying Groups
Buying Journey
Intelligent Go-to-Market Orchestration
Lead Management
Marketing
Operations
Revenue Orchestration
Sales
Tech Stack
