In-market accounts concept has permeated beyond the sales team to which group?

• A. The marketing department
• B. The entire revenue operations team
• C. HR
• D. Finance only

Answer: (B)

Focusing on in-market accounts means coordinating how we identify, engage, and move accounts that are actively showing purchasing intent. That requires more than what one team can do alone. To effectively pursue these accounts, you need alignment across all functions that touch revenue—marketing, sales, and the people who manage data, processes, and forecasting. That integrated, cross-functional effort is what the revenue operations team is designed to orchestrate, so the concept naturally extends beyond sales to the entire revenue operations group.

Marketing alone can generate interest and nurture leads, but without close alignment with sales and the operational teams that manage data, processes, and forecasting, the approach can become disjointed. HR isn’t typically involved in revenue orchestration, and Finance-only ownership misses the day-to-day account coordination that drives revenue.