Compounding revenue is an operations problem long before it is a marketing one.
Ian Kessler · Apr 4, 2026 · 10 min read
Most GTM systems fail not from lack of effort but from lack of seams. Lead routing, attribution, lifecycle, and forecasting each run on slightly different definitions of 'an account.' The seams are where revenue leaks.
One canonical object model.
Pick one canonical object model. Wire every tool to it. Audit the gaps quarterly. The unglamorous work of reconciliation is the highest-leverage move a revenue team can make.
One definition of account, one of opportunity, one of qualified.
Every integration maps to that model — no side doors.
A quarterly reconciliation pass with a named owner.
Then experiment.
And only then invest in experimentation. A clean engine compounds. A noisy one just consumes budget faster.