B2B organizations can’t successfully transform their revenue processes to focus on customer value creation until they change how they measure performance. Instituting a system of measurement that balances focus between customer value and company value means B2B organizations must reimagine their overall approach to go-to-market measurement. To do so, business leaders must recognize and overcome a consistent set of measurement obstacles that stand in the way of revenue process transformation. In this report, we describe those obstacles and the approaches go-to-market leaders must pursue to surmount them.