Does your revenue data have a single, trusted, agreed-upon source, or does the number change depending on who's reporting it?
Definitional Alignment
When Marketing says "pipeline" and Sales says "pipeline," are they pulling from the same definition, enforced in the same system, or does each team work from its own interpretation?
Attribution Confidence
When a deal closes, can you reconstruct the marketing touches that contributed to it (source, campaign, influence) with confidence, or does the attributed revenue number depend on who runs the report?
CRM Integrity
Is your CRM the actual system of record for pipeline and revenue, or do revenue leaders keep shadow spreadsheets because the CRM data can't be trusted for forecasting?
Schema Stability
When your ad platforms, MAP, or data sources change their field names or reporting formats, do you have a process that catches it before it silently corrupts your attribution and pipeline data?