GTM strategies are targeting more leads across more channels, but where are the increasing returns? Channel growth is creating more complexity, and business leaders agree that their internal processes are still catching up. A Boston Consulting Group survey found that 97% of biopharma and medtech leaders say omnichannel is critical, yet fragmented execution is holding them back from realizing its full potential. Rather than boosting company performance, these misaligned processes and execution gaps are costing companies up to 9% of their monthly recurring revenue.
This isn’t a failure of ambition, but rather of infrastructure. Go-to-market teams have embraced omnichannel in theory, but most still rely on outdated CPQ systems and DevOps-heavy workflows to execute it in practice. The result is a lag between strategy and revenue reality, which costs the business through stalled deals, inconsistent pricing, and reactive workflows. And it’s up to CROs to eliminate these costs, or as they call it, “execution debt.”
Why Governance Unlocks Omnichannel Velocity
Every new GTM channel, whether it’s self-serve, partner-led, PLG, or field sales, adds more variables to the deal configuration, including discount thresholds, approval logic, price localization, and compliance triggers. However, instead of these execution rules living in systems RevOps can touch, they often sit buried in code and are handled by DevOps through manual tickets.
This model doesn’t scale. Every pricing change, bundle update, or approval flow that requires engineers compromises speed. Deals stall, rules get bypassed, and revenue capture becomes inconsistent across channels. The new operational drag of omnichannel sales is at odds with the promise of faster revenue through more channels.
As omnichannel becomes the norm, execution authority needs to shift from DevOps to RevOps. Revenue teams need tools to configure pricing, approval flows, and logic without writing code, which is what DealHub refers to as governed execution. Only then can GTM teams maintain speed and compliance at scale.
Consolidation as Strategy, Not Just Cost-Cutting
The shift toward digital-first sales is now a dominant force. Statista reports that by the end of 2025, 56% of all B2B revenue in the UK and the US is expected to come from digital channels, up from just 33% and 34%, respectively. Facing this growth, companies need to coordinate cross-channel sales more closely, and a unified platform can help consistently handle pricing, approvals, and contracting in real time.
That’s also reflected in technology investment trends. Over 50% of B2B marketers increased their investment in CRM platforms in 2023, as they serve as the foundation for revenue execution. Businesses using CRMs are 86% more likely to exceed their sales goals, and many experience a 21-30% increase in sales revenue after implementation.
There’s also a competitive edge: companies deploying RevOps-centric models grow revenue nearly three times faster than those without them. By removing friction from sales, marketing, and customer success collaboration, RevOps drives efficiencies and scale without losing visibility or control.
DealHub, for instance, has emerged as one of the platforms enabling this kind of consolidation by unifying pricing, approvals, and quote workflows into a single RevOps-owned system. Its AI-powered CPQ gives teams the ability to own execution logic without relying on code or engineering support.
The Hidden Barrier to Omnichannel Scale
Many RevOps teams believe that layering on integrations or expanding CRM functionality will solve their omnichannel pains. However, CRMs aren’t built to handle real-time pricing enforcement, nested approvals, or compliance logic. That’s why GTM leaders are realizing that the logic needed to execute deals, like real-time pricing, approvals, and compliance, doesn’t live in CRM, but in CPQ.
The problem is that legacy CPQ platforms weren’t designed for today’s sales complexity. Every minor update, such as a pricing tweak for a new region, often requires custom development.
DealHub’s approach is a low-touch configuration built for RevOps ownership because developers are no longer a bottleneck. By removing DevOps from the critical path, GTM teams move faster and stay in control.
The Endgame for Omnichannel GTM
The winners in this new era will be those who can execute with both speed and predictability. Omnichannel reach is easy to claim, but consistent performance across those channels requires considered planning and the right sales tools.
AI-powered CPQ has emerged as the system of execution for omnichannel GTM. It doesn’t just automate quoting. It applies real-time logic, enforces pricing and discounting rules, and streamlines approval across touchpoints. With intelligence built in, CPQ becomes a controlled environment where AI agents operate according to RevOps-defined guardrails.
Turning Execution Into Advantage
RevOps, empowered with executional control, is better equipped to turn strategic ambition into deal momentum. AI-powered CPQ platforms, such as DealHub, provide them with the tools to remove hidden bottlenecks, enforce pricing discipline, and scale with purpose.
Omnichannel is now a baseline for modern B2B growth. What will separate market leaders is not the number of channels they serve, but how reliably they operate across them.