Marketing has its KPIs. Prospecting has its own. Sales carry a number, proposals get measured on turnaround and quality, and everyone works hard at hitting their piece of the board. So why does the machine as a whole still underperform? Adam Hardy has spent twenty years across commercial operations, revenue operations, and sales enablement, and has watched the same pattern repeat: organisations optimise the parts and assume the whole will follow. It does not. Revenue generation is a continuum, and the output you actually care about emerges from how the pieces interact, not from how well each one performs in isolation. In this session Adam borrows a lens from systems theory, a discipline most commercial teams never touch, and points it at the revenue engine. The interesting territory, he argues, is rarely inside a function. It is at the handoffs. The interfaces between marketing and prospecting, between proposals and sales, between CRM and everything downstream. This is deliberately not a case study. It is a perspective, offered as one, built on two decades of seeing what breaks and where. You are invited to disagree with it. And yes, AI does appear. Right at the end, and only once the frame is built, because the more useful question is not how to insert AI into a function but what it does to the behaviour of the whole system.