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Revenue operations is still a young discipline, but its importance is hard to ignore. Few people know that better than Amy Osmond Cook, PhD, a marketing leader and communications expert who has worked across high-growth companies from Series A through acquisition.
In Episode 5 of the iQ² podcast, Amy shared her journey and her perspective on how RevOps can break down silos, align goals, and create the kind of efficiency every company is chasing.
Breaking Down Barriers in RevOps
For Amy, revenue operations is less about new buzzwords and more about fixing old problems. One of the most painful? Departments working in isolation.
“Most of us who are very interested in revenue operations have experienced the gut-wrenching pain of siloed departments,” Amy said.
Her approach focuses on aligning KPIs and making sure every team is moving toward shared outcomes. “If only my KPIs were aligned with my other department leaders,” she reflected — a reminder that growth only happens when teams are pulling in the same direction.
Using New Tools Responsibly
Amy also spoke about the role new technology can play in helping teams work smarter. For her, the opportunity lies not in chasing trends, but in making tools work for the data companies already own.
“The opportunity really lies within private data. How do we make tools work for our own private data in a way that is secure and ethical?” she asked.
Her point is simple: technology only helps if it’s integrated carefully, used responsibly, and aligned with the broader goals of the business.
Facing a Fragmented Market
Amy didn’t sugarcoat the challenges RevOps leaders face today.
“You've got post-COVID, you've got a distributed workforce... and you've got new tech coming into the mix. We are in the middle of just an absolute hot mess right now," she said.
But within that mess are opportunities. Companies that unify their systems, simplify their stacks, and double down on alignment will be the ones that win.
Practical Takeaways
- Unify your teams. Break down silos by aligning KPIs and creating stronger lines of communication.
- Be responsible with tech. Integrate tools in ways that respect data security and ethics.
- Streamline your stack. Invest in tools that add clear value and cut the ones that don’t.
Amy Osmond Cook’s insights offer a roadmap for anyone leading through today’s complexity. Revenue operations, at its core, is about alignment, adaptability, and focus. Leaders who keep those priorities in mind will be better positioned to turn challenges into growth.
Listen to the full conversation on the iQ² Podcast, and book a call to explore how LeadIQ can help your team.
