(5:56 Q&A Video) “Cross-Functional Alignment Strengthens Success and Growth”

In this 5:56 video, Gregory Banning discusses why internal alignment is one of the greatest challenges to creating sustainable growth. He shares an example in which communication breakdowns caused customer confusion and explains how better systems and processes can prevent such issues. Gregory also introduces Rithum’s Founding Customer Program, which brings customers directly into product development decisions.

Many organizations struggle to create sustainable growth because their teams are not fully aligned around customer needs. Gregory Banning, Chief Revenue Officer at Rithum, believes internal alignment is one of the biggest challenges facing companies today. When departments operate independently and fail to communicate effectively, customers experience confusion and inconsistency. Strong products and talented employees are not enough if the organization cannot work together as one connected team.

Gregory argues that sustainable growth requires clear communication, disciplined processes, and a commitment to understanding the customer from every angle. Companies that strengthen alignment can improve customer experiences and build stronger long-term partnerships.

“We have established the Founding Customer Program here. We go out and find clients who want to participate in what we’re developing and what we’re doing. In return, we offer them valuable benefits because we understand that their time and energy are valuable. In today’s world, you’re not just slinging software. It really is about the partnerships and truly growing together.” – Gregory Banning

To learn more, watch the 5:56 video or read the article below.

To catch the full interview with Gregory at “Part Four: The Revenue Logic of Customer Obsession.” CLICK HERE.

Article: "Cross-Functional Alignment Strengthens Success and Growth”

This article is based on an interview with Gregory Banning, This article is based on an interview with Gregory Banning, Chief Revenue Officer at Rithum

The Connective Tissue Inside Organizations

Gregory describes alignment as the connective tissue within an organization. He explains, “Everybody has the best intentions. Nobody shows up to be a zero. Everybody wants to be a hero.” Most internal problems are not caused by a lack of effort. Instead, they occur because teams move quickly toward different objectives without enough coordination or visibility into what other departments are doing.

When those disconnects occur, customers often experience the consequences. Sales, customer success, product, and marketing teams may all be working hard, but if they are not aligned around the same priorities, customers can receive conflicting messages. Gregory encourages leaders to examine how information flows through the company and ensure every team understands the broader customer relationship.

Communication Systems Prevent Customer Friction

Gregory shared an example involving a long-standing client in which the sales and customer success teams were working separately with different stakeholders. He says, “At the end of the day, we did not delight the customer. We actually caused confusion for the customer.” Both teams intended to help, but their lack of coordination created unnecessary friction and frustration.

The experience reinforced the importance of communication systems and disciplined processes. Gregory explains, “If you don’t have the communication vehicles in place, you don’t have the processes, the systems that are interlocked, you’re going to miss out.” Organizations need shared account information, regular communication, and clear responsibilities. Customers should experience one connected partnership rather than separate interactions with disconnected teams.

Customer Participation Leads To Better Solutions

Gregory believes companies should involve customers directly in important decisions. Product teams often move quickly and become focused on building the next solution without validating whether it truly addresses customer needs. Leaders can reduce this risk by inviting customers into the development process and using their feedback to guide future priorities.

To accomplish this, Rithum created a Founding Customer Program. Gregory explains, “We go out and find clients who want to participate in what we’re developing and what we’re doing.” Customers who participate can influence product direction and gain greater access to company leaders. Gregory adds, “In today’s world, you’re not just slinging software. It really is about the partnerships and truly growing together.” This approach strengthens trust and helps ensure new solutions deliver meaningful value.

Conclusion

Cross-functional alignment has a direct impact on customer relationships and long-term growth. Gregory Banning’s experiences show that good intentions are not enough to create great customer experiences. Organizations need connected systems, disciplined communication, and a shared understanding of customer priorities. They also need to bring customers into important conversations and treat them as strategic partners. When teams align around the customer and collaborate effectively, companies can reduce friction, strengthen relationships, and create a more sustainable path to growth.

ELEVATING CONTENT MARKETING STANDARDS RAISES A CRUCIAL QUESTION:
Why shouldn’t the very act of creating thought leadership content also spark new conversations with in-pipeline deals, top prospects, and high-priority customers for revenue expansion? Or serve as the cornerstone for learning and applying voice-of-customer strategies? That’s the power of ABM Podcasting—engaging B2B buyers and customers in meaningful conversations that uncover essential go-to-market insights, support long sales cycles, reinforce your market perspective, build peer-level trust, and dismantle objections that kill deals.

Steven MacDonald

Steven MacDonald is the founder of Content Strategies, CEO of a MarTech SaaS Company, fractional CMO consulting with leading B2B companies and former Director of Strategy and Client Service at top ten digital marketing agencies.

Follow Steve on LinkedIn.

Steven MacDonald

Follow Steve on LinkedIn.