Revenue orchestration is the decision layer of a go-to-market stack: the part that turns customer data into governed action by enriching a record, scoring it, deciding who owns it, and triggering what happens next. It is distinct from a CRM, which stores state, and from a sequencer, which sends messages.
The distinction from workflow automation is not marketing. A workflow tool runs steps and knows nothing about accounts, contacts, territories or pipeline. An orchestration platform holds those as primitives, which is why the same logic takes a fraction of the building.
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