RevOps is under more pressure than ever to move fast, adopt new tools, and keep pace with shifting buyer behaviour. But in the race to deploy the next AI workflow, automate another process, or stand up a new dashboard, there’s a hidden cost: teams start optimising activity, not strategy. This session digs into why the most effective RevOps teams anchor every initiative - AI, automation, forecasting, enablement, planning - back to the GTM strategy, not the latest tactical demand or shiny new system. You’ll learn how to spot when your work is drifting from the company’s real priorities, how to refocus cross-functional expectations, and how to build an operating rhythm that prevents misalignment before it happens. Expect practical examples from revenue teams who’ve avoided (or recovered from) “new new” traps, plus actionable guidance you can take straight back to your GTM leadership. You’ll walk away with: - Signals you’re optimising tactics instead of strategy - A framework for tying RevOps work directly to GTM priorities - Ways to reset expectations with stakeholders when requests don’t align - How to evaluate “new” tools and ideas through a strategic lens