Last updated on Wednesday, June 11, 2025
You hear it all the time, alignment, collaboration, visibility, but too often, Sales and Customer Success operate on different wavelengths. One’s focused on closing, the other on keeping customers happy. Forecasts stay fragmented. Handoffs get messy. And when revenue comes in lower than expected, it’s hard to pinpoint where things went sideways.
This isn’t a tooling problem, it’s a coordination problem.
At revVana, we spend a lot of time helping teams forecast more accurately by connecting sales pipeline, customer behavior, and contract timing inside Salesforce. But underneath all that, we’re really working on something simpler, helping teams stay on the same page.
Gartner recently introduced a category called Revenue Action Orchestration (RAO). Ignore the jargon for a second. What it really means is making sure your sales tools don’t just track what’s happened, but help you figure out what to do next, and who should do it.
It’s less about dashboards and more about direction. RAO surfaces the stuff that matters, like changes in deal momentum, product usage drops, or missed follow-ups, and brings that into the systems your teams already use. It creates a loop between the people selling and the people supporting that sale long-term.
Think of it as replacing one-off check-ins and reactive workflows with something more connected and proactive.
Sales might close a deal based on projected usage. Customer Success might notice that usage never materialized. Both of those data points matter. But if they’re trapped in different tools, or never communicated, nobody can respond in time.
When both teams share the same context, like what was sold, what’s been used, and what’s expected going forward, it’s a lot easier to course-correct or spot opportunities. A drop in engagement doesn’t become a surprise churn risk. A spike in usage doesn’t go unnoticed until the renewal.
With the right forecasting models in place, you can make all of that part of your process, not just something you discover later.
You don’t need a massive tech overhaul to get this right. It’s more about tightening up the feedback loop between Sales, CS, and RevOps. That starts with shared assumptions – how forecasts are built, when signals get flagged, and who acts on them.
Once that’s in place, the tech should support it. Whether it’s AI surfacing trends or simple rules triggering alerts, the goal is to help your teams focus on what matters, not juggle more tools.
We help teams model revenue expectations and match them with what’s actually happening, all inside Salesforce. No spreadsheets. No switching tabs.
That means:
It’s not magic. It’s just better coordination built on better data.
When Sales and Customer Success work from the same playbook, things run smoother. Forecasts get more accurate. Teams stop working in isolation. And customers get a more consistent experience.
You don’t need to overhaul your strategy. You just need a clearer connection between what’s promised, what’s delivered, and what’s changing.
A lot of revenue teams are betting on AI right now. And on paper, that makes sense. AI can analyze data faster than any human. It can spot patterns, flag risks, and even forecast revenue. But here’s the thing: none of that matters if your foundation is broken. And for most RevOps teams, it still is.
Enterprise companies are dealing with more revenue pressure than ever. And not just because markets are unpredictable. It’s the complexity, layers of systems, long sales cycles, endless handoffs, and a flood of data that doesn’t always line up. Missed renewals, stalled deals, and inaccurate forecasts don’t just hit the quarter. They ripple across the business. Revenue isn’t just something to hit. It’s something to run with precision.
Predictable revenue is the goal for most businesses. But the way companies get there can look very different. What works for one industry might fall apart for another, especially when revenue is tied to usage, long sales cycles, or project delivery.