B2B companies, especially those that have been slow to adapt to evolving market realities, must transform their processes to win and retain customers. Shifts in buying behavior have created a disconnect between sales, marketing, and customer organizations and the expectations of buyers and customers, leading to potential revenue shortfalls, unmet customer expectations, and poor customer experiences. Marketing leaders must sound the alarm and lead the change in collaboration with sales and customer organizations to revamp revenue processes. This report outlines the critical role that CMOs must play in driving revenue process transformation.