RevOps Lab #110 The C-Suite Alignment Problem (+ How RevOps Can Fix It) – with Ross Graber, VP & Principal Analyst at Forrester
Mar 9, 2026
Ross Graber, VP and Principal Analyst at Forrester who studies RevOps and C-suite alignment, joins to unpack Forrester’s alignment study. They explore how alignment boosts customer value, why executives feel aligned while teams do not, the strategy and culture blockers, misaligned incentives between marketing and sales, and how RevOps can use neutral data and buyer-focused processes to bridge the gap.
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Strategy Changes And Culture Are The Biggest Blockers
- Two main alignment blockers are unstable corporate strategy and cultural obstacles like leadership priorities or turf protection.
- C-suite respondents said shifting or poorly formed strategies make it hard for teams to build reliable processes.
Plans Break When They Aren't Adaptive
- Annual plans often fail when organizations lack adaptive planning to handle market 'punches'.
- Mike Tyson quote used: plans are solid until you get punched in the face, highlighting the need for flexible review cycles.
C‑Suite Alignment Often Doesn't Reach Teams
- C-suite leaders report feeling aligned, but operational teams often experience splinters when work hits execution.
- Misunderstandings on segments, resourcing, and expectations cause conflicts that surface at team level.