Scaling a tech company isn’t just about having a great product. It’s about making sure marketing, sales, product, and customer success are working together toward the same goal — revenue growth.

Yet, too often, these teams operate in silos, speaking different languages and tracking disconnected KPIs. The result? Misalignment, inefficiency, and lost deals.

In today’s Wisdom From Wizards episode brought to you by Caribou Strategic, I spoke with Philippe Ruttens — CMO at Tyk and Founder at TITEOS — about how tech scaleups can break down these silos and maximize their go-to-market effectiveness.

3 Keys to Breaking Down Silos and Driving Revenue

Philippe, with over 30 years of B2B marketing experience, shared three critical areas where alignment is essential for growth:

1. Speak the Same Language Across Teams

One of the biggest barriers to alignment is inconsistent language. Marketing, sales, product, and customer success often define key terms differently. For example, what marketing calls an MQL, sales may not consider a qualified lead at all.

Philippe’s advice? Establish a shared taxonomy across all departments. When everyone defines success the same way, collaboration becomes seamless, and fewer leads slip through the cracks.

2. Keep KPIs Simple and Revenue-Focused

Many tech scaleups fall into the trap of tracking too many KPIs that don’t directly impact revenue.

Philippe suggests focusing on a mid-to-bottom funnel approach, where the most important KPIs are those that tie back to sales impact. If a metric doesn’t help predict revenue, it’s probably not worth obsessing over.

3. Ensure Seamless Dashboarding and Data Governance

If teams are using different tools to track performance, decisions get delayed, and data becomes unreliable.

Philippe emphasized the need for a unified system that integrates marketing, sales, and product analytics into one view. When teams work from a single source of truth, they can make faster, data-driven decisions that accelerate growth.

Bringing It All Together

Aligning language, KPIs, and data isn’t just about efficiency — it’s about winning more deals and scaling faster.

At Caribou Strategic, we help tech scaleups stand out and succeed by implementing proven go-to-market strategies that cut through the noise and drive revenue.

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