Most RevOps "alignment" projects are tooling projects in disguise. New routing rules. A cleaner scoring model. A tighter Salesforce report. The work happens at the system layer because that is where it is easiest to ship — a routing change has a date, a pull request, a release note, a slide for the next QBR. The system layer is legible.
I have been brought in for a lot of these projects. The output is usually good. Routing improves, scoring recalibrates, the lifecycle program stops double-counting opportunities. And then about a quarter later, the same RevOps lead is on the phone asking why marketing and sales are arguing again, and whether maybe a different attribution model would help.
It would not. The problem was never attribution.
The standard alignment audit
The conventional RevOps alignment project starts with a tool inventory. What systems do we have. What are they doing. Where are the gaps. A spreadsheet emerges, severities are assigned, work is sequenced. The first ninety days fix the visible problems — the SLA on lead routing, the broken Marketo sync, the report that has been wrong since Q2.
