If you’ve ever delayed a renewal because billing and quoting didn’t match up or launched a new pricing tier only to spend weeks chasing clean data, you’re not alone. 

Most SaaS teams are stuck with revenue systems that weren’t built for how software is sold today.

Your go-to-market motions might seem modern on the surface. You’ve got product-led growth, a killer sales team, and maybe even partners in the mix. But the infrastructure underneath tells a different story. Quoting happens in one tool, billing in another. Usage data is trapped in dashboards that are hard to access. And every change, whether a mid-contract upgrade or a pricing experiment, requires a workaround just to avoid breaking something.

The result: missed opportunities, manual reconciliation, frustrated reps, and reports that no one fully trusts. Revenue teams end up spending more time managing tools than focusing on customers.

This challenge runs deeper than processes. It stems from foundational systems that aren’t designed to keep pace with today’s SaaS landscape.

Most B2B SaaS revenue stacks are held together by fragile integrations and spreadsheets. CPQ lives in Salesforce. Billing runs through Zuora. Self-serve transactions flow through Stripe. And customer data is spread across your CRM, warehouse, and product analytics platform.

These tools weren’t designed to communicate with each other, let alone operate at the speed of today’s market. Legacy systems assume pricing is static, sales follow a linear process, and product and sales motions operate independently. That might have worked a decade ago. But today’s GTM reality is far more complex and fast-moving.

Today’s buyers don’t follow a straight path. They bounce between touchpoints: talking to sales, testing the product, reading content, and sharing procurement docs. 

According to McKinsey, B2B buyers now engage across more than ten channels before making a decision, and Gartner research found that deals are 2.8 times more likely to close when the messaging and experience across channels are consistent.

That’s not a funnel—it’s a chaotic customer journey. If your systems can’t keep up, your customer experience (and your revenue) will suffer.

Modern SaaS companies are adapting to omnichannel GTM strategies: multiple entry points and paths to purchase, all coordinated by a unified infrastructure. Instead of forcing customers through a rigid sales process, they let the buyer lead while maintaining consistency, visibility, and control internally.

Delivering that kind of experience takes more than intention. It takes new infrastructure.

When your GTM systems are fragmented, you lose the ability to move quickly and adapt to the market. You can’t:

• Experiment with pricing without breaking something.
• Coordinate PLG and sales-led motions without duplicating SKUs.
• Trigger upsells or renewal flows based on usage without manual effort.
• Reconcile billing and quoting fast enough to forecast accurately.

And you definitely can’t launch new offerings or change business models without a multi-month project and a team of consultants.

For companies introducing AI-powered products or shifting to usage-based pricing, that kind of friction is a serious risk. It slows innovation, creates operational drag, and opens the door for competitors that can move faster.

In our new e-book, Killing the Silo: The Omnichannel Revolution in B2B SaaS, we break down what it takes to build a modern revenue engine and how to avoid the common traps along the way.

We cover:

• Why legacy tools fall short in an omnichannel world
• What a unified GTM system should look like in practice
• The three foundational pillars of omnichannel readiness: unified data, integrated workflows, and flexible monetization

If your team is spending more time managing tools than growing revenue, it’s time to rethink your stack.

Download the guide to see what it takes to future-proof your GTM and why fast-growing SaaS companies like OpenAI are already making the shift.