I really struggle with teams and titles that involve outcomes vs. functions - especially in young/small companies.

For example. "Go to market", "Revenue" and "Innovation" teams

These are problematic for at least 3 reasons...

1. These kinds of outcomes should be everyone's responsibility everywhere across the company.

2. What they do is vague and can encompass all manner of "sins".

3. It's hard for the product team to engage with a big block/center of gravity known as "Revenue" instead of having direct levers to pull (this is particularly important in a product-led org where product managers need to have access to the levers of the company to make their product successful).

Instead, I prefer "Marketing" and "Sales" and "Product" teams. These are specific people with a specific function/culture.

These functions/capabilities come together to achieve go-to-market, revenue and innovation outcomes for the business.