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" ... However, I believe a growing movement could change that: revenue intelligence. Revenue intelligence aims to use the right intel, such as data, to effectively motivate teams and predict and improve revenue generation. One way this is done is through revenue operations (RevOps), which attempts to consolidate operational silos that have historically existed between marketing, sales and customer success — the business functions closely tied to revenue. Specifically, RevOps aligns operations touching the entire customer life cycle together under a common goal. By eradicating silos, unifying datastreams and boosting transparency, the organizational makeup of RevOps lends itself to helping decision-makers seamlessly integrate data and overcome this fundamental distrust. ... "