No More Handoffs: End-to-End Revenue Ownership

Where does the traditional sales → marketing handoff model break down most in practice?
We’ll start by unpacking the structural flaws, not just misalignment, but the incentives, metrics, and systems that create friction and lost pipeline between teams.

What does “end-to-end revenue ownership” actually look like inside a company?
Rather than theory, we’ll explore how teams are organised, how responsibilities are shared, and how accountability is distributed when there are no clean handoffs.

How do you design systems that connect marketing activity directly to revenue outcomes?
This focuses on the operational layer, how data, targeting, messaging, and sales workflows are integrated so that everything contributes to pipeline and closed revenue, not just leads.

How do roles change when sales and marketing operate as one revenue function?
We’ll look at how job definitions evolve, what marketers take on that they didn’t before, what sales lets go of, and where new hybrid roles emerge.

What gets easier, and what gets harder, when you remove handoffs entirely?
To close, we’ll pressure-test the model, where it drives efficiency and growth, and where it introduces new complexity, trade-offs, or organisational challenges.

Host

• Joaquin Dominguez, Head of Marketing at Adzact

Guests

• Laura Holton, Head of Field Marketing at Adaptavist

• Nushrinah Sadeer, Enterprise Marketing Manager at Veeam Software

• (+3 seats savailable)

May 20th, 5:00 PM GMT
Online