A Single Source of Revenue Truth is a centralized system or dataset that unifies sales, marketing, and customer success metrics into one cohesive view. It ensures that all teams rely on the same revenue data to make decisions, track performance, and understand what’s really driving growth.
Without this unified source, teams often operate with conflicting numbers—marketing might report success based on MQLs, while sales looks at closed deals, and customer success at churn. A single source removes ambiguity and fosters alignment across go-to-market teams.
Example:
A B2B SaaS company integrates its CRM, marketing automation, and customer success platforms into a RevOps dashboard. All teams now track the same metrics—pipeline velocity, CAC, NRR—from a shared source, reducing reporting conflicts and improving cross-functional collaboration.