“We know what to do. We just can’t seem to get it done.”
This happens all the time. You have everything figured out on paper. Your market analysis is thorough. Your positioning is distinctive. Your strategy makes sense. Yet quarter after quarter, you miss your revenue targets.
This is the execution gap in action. While strategy gets the glamour, execution is where revenue actually happens. It’s the difference between knowing the path and walking the path.
Execution excellence isn’t about working harder. It’s about working smarter through systems and behaviors that consistently deliver results. Here’s what it looks like:
Team Alignment Around Common Goals In many organizations, marketing teams celebrate hitting their MQL targets while sales teams struggle with conversion rates. Both teams hit individual goals but miss the point entirely: generating actual revenue.
True alignment means shared objectives that matter. Whether you use KPIs or OKRs, the metrics must connect directly to revenue outcomes, not just activity measures. When you realign your goals toward qualified opportunities instead of raw leads, collaboration starts to improve.
Cross-Functional Teamwork The handoff between marketing and sales is the trickiest point in the revenue process. Companies that implement weekly revenue team meetings where both functions review the pipeline and solve problems together can see dramatic improvements.
B2B SaaS businesses that implement joint account planning between sales and marketing will gain significant increases in close rates. What’s more, the marketing team should be providing customer insights that give sales reps conversation starters that resonate.
Repeatable Processes That Scale Inconsistent approaches create inconsistent results. In many technology companies, different processes exist for handling leads depending on which marketing initiative generated them. The confusion creates delays that frustrate both sales reps and prospects.
Documented, consistent processes don’t restrict creativity, they make it possible by eliminating confusion about fundamentals. When everyone knows exactly how leads flow through the system, they can focus on adding value rather than figuring out logistics.
Decision Rights and Governance Nothing kills execution like decision paralysis. Teams need clarity on who decides what, when, and how. Organizations that create clear decision frameworks can cut their campaign launch time significantly by eliminating unnecessary approvals.
Data as a Compass, Not a Report Card High-performing teams use data to navigate, not just evaluate performance after the fact. They build feedback loops that allow quick adjustments when something isn’t working.
Software companies frequently face messaging challenges but sometimes misdiagnose the problem. By watching data in real time, you may discover the issue isn’t the message but the execution, allowing for quick adjustments that solve the problem.
The beauty of execution is that you can improve incrementally. You don’t need to overhaul everything at once. Start with the biggest friction point in your revenue process and solve it. Then move to the next.
In my final post in this series, I’ll explore how vision and execution work together to create unstoppable revenue momentum. Until then, consider: Which aspect of execution creates the most friction in your revenue process?