Ross Graber, VP and Principal Analyst at Forrester, joins Philipp to unpack findings from Forrester's latest C-suite alignment study. Based on feedback from over 130 C-level marketing, sales, and customer leaders, the study reveals how alignment — or the lack of it — directly impacts customer value, resource efficiency, and revenue performance. Together, they explore why C-suite leaders feel aligned while their operational teams often aren't, and what RevOps can do to close that gap.

We cover:

Key findings from Forrester's C-suite alignment study across 130+ leaders
Why aligned organizations grow faster — and why customers feel misalignment first
The two biggest alignment blockers: unstable corporate strategy and cultural obstacles
Why C-suite leaders feel aligned but operational teams often aren't
How misaligned incentives between marketing and sales create friction at the team level
The resource cost of misalignment: why 1+1 can equal 0.5 when teams pull in different directions
Annual planning pitfalls and why adaptive planning structures matter
How RevOps can use data and neutrality to drive cross-functional alignment
The buyer journey perspective: why internal process shouldn't override buyer needs
A practical tip: walk through your own company's buyer journey to find what's broken

Ross Graber on LinkedIn: https://www.linkedin.com/in/rossgraber Forrester: https://www.forrester.com Weflow: https://www.getweflow.com RevOps Chat Community: https://getweflow.com/community RevOps Letter: https://www.getweflow.com/revopsletter Janis on LinkedIn: https://www.linkedin.com/in/janiszech Philipp on LinkedIn: https://www.linkedin.com/in/philippstelzer

Chapters:

(00:00:00) Introduction

(00:00:55) Ross's Role at Forrester & the Alignment Study

(00:03:10) Key Finding: Alignment Drives Customer Value First

(00:07:25) Top Alignment Blockers: Strategy & Culture

(00:10:40) Annual Planning & Why Plans Break Under Pressure

(00:12:00) C-Suite Feels Aligned — But Operational Teams Don't

(00:14:05) Misaligned Incentives Between Marketing & Sales

(00:17:05) Translating C-Suite Alignment to Operational Execution

(00:19:45) Internal Ripple Effects: Trust, Turnover & Turf Wars

(00:22:00) RevOps as the Neutral Party: Leading with Data

(00:23:15) The Resource Cost of Misalignment

(00:26:15) Why Buyer-Centric Processes Beat Internal Efficiency

(00:29:30) Practical Tip: Walk Your Own Buyer Journey

(00:30:15) Closing: RevOps' Unique Position to Drive Alignment

#110 The C-Suite Alignment Problem (+ How RevOps Can Fix It) – with Ross Graber, VP & Principal Analyst at Forrester

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