Everyone wants to improve collaboration and ensure tighter GTM alignment in Salesforce. Or, perhaps more accurately, everyone says they want to improve collaboration. And why wouldn't they? Sharing information, ideas, and feedback freely is the cornerstone of building a productive cross-functional team. But of course, suggesting that your team become more collaborative is much easier said than done.

The reality within Salesforce can be a tangled mess of technical gaps and miscommunication. GTM leaders might not understand the system's complexities, while RevOps might struggle to explain them in business terms. This can lead to challenges with data requests, customizations, and communication.