Why revenue performance–based objectives drive more success for your B2B organization

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Business-to-business organizations tend to segment goals by department. The marketing department focuses on goals to generate leads. The sales department undertakes closing deals. The product department’s charter is a successful solution launch.
This seems logical enough, but these separate goals often create unconnected — and disjointed — efforts by all parties involved, such as:
Key information is not agreed upon or supported by everyone across your B2B organization.
Marketing does not generate the right leads.
Sales ignores the leads marketing generates and/or spends time generating their own or missing connections.
Product management fails to leverage lighthouse clients in the product launch beyond use validation and quality testing.
Most of all, these separate goals fail to reflect the overall buyer’s perspective and journey, which does not distinguish between marketing, sales, product, services and more, but rather expects a cohesive, compelling experience with your organization and solutions.
Revenue Performance Objectives Align Your Organization and