Without a centralized ops layer, your growth eventually hits a ceiling. At first, it might seem like teams are moving fast, spinning up their own workflows to solve immediate problems. But that speed comes at a cost. Without alignment, those workflows start to overlap, conflict, and trigger in ways no one intended. You end up with marketing automations stepping on sales processes, service teams getting left out of key notifications, and an entire CRM full of logic that only one person understands.

Meanwhile, your data starts to rot. Records get duplicated, phone numbers are entered six different ways, and job titles turn into a free-text guessing game. The longer you let it sit, the harder it is to untangle. Personalization takes a hit, lead scoring gets messy, and suddenly, that shiny ABM campaign is built on a foundation of half-truths.

And then there are the integrations, the ones that quietly fail in the background without alerting anyone until it’s too late. Maybe a form submission didn’t sync. Maybe a deal was closed in one system but never updated in another. Either way, someone’s losing a sale, and no one knows until the end-of-quarter review.