The result? You spend more to get less.

If this feels familiar, you’re not alone. According to HubSpot’s 2024 State of Marketing Report, 63% of organizations say their tech stack has grown too complex to manage effectively. The irony: technology meant to drive efficiency now creates friction.

The old GTM engine — campaign-based, tool-heavy, departmentally siloed — wasn’t built for today’s market. And yet most teams keep trying to make it work, patching leaks instead of redesigning the system.

These shifts are why traditional stacks fail. They’re built for campaigns — not continuous systems. They optimize for output, not outcomes.

To win now, you need a GTM system that compounds value — one where every campaign, every touchpoint, and every customer interaction feeds the next.

That’s what we call the Demand Flywheel.

Introducing RevOps - the Demand Flywheel

The Demand Flywheel is a new model for modern GTM — one that replaces static funnels with interconnected growth loops.

Instead of thinking in terms of one-time campaigns, you build systems that feed themselves. Awareness fuels engagement. Engagement fuels conversion. Conversion fuels retention. Retention fuels advocacy — which in turn feeds new awareness.

Each loop generates data that improves the next. Each output becomes an input. That’s what makes it powerful — and sustainable.

Why Most Teams Struggle to Make the Shift

Let’s be honest — transforming a GTM engine isn’t easy.

It demands alignment between teams that rarely speak the same language. It exposes broken processes and outdated incentives. It requires technical fluency and strategic patience.

That’s why so many companies get stuck in pilot purgatory. They recognize the value of a unified system but can’t get traction. It’s not a lack of vision — it’s a lack of frameworks, resources, and momentum.

But the reward for pushing through is enormous. Once the system runs, it creates predictability — in growth, in forecasting, in ROI. That’s what the old campaign model could never deliver.

Starting the Flywheel

For most teams, the challenge isn’t believing in the idea — it’s knowing where to start.

Map Your Current System Visualize every tool, data source, and process across marketing, sales, and customer success. Identify where handoffs happen — and where they break.

Redefine the Unit of Success Stop measuring activity (impressions, clicks, leads). Start measuring progress through loops — how engagement leads to revenue, how retention drives referrals.

Unify Data Early Integrate around your CRM or analytics layer. Every channel should feed the same data backbone. Without shared visibility, you can’t compound insight.

Run Short Experiments Don’t try to overhaul everything at once. Start with one loop e.g.: lead qualification or nurture — and test how connecting it improves velocity.

Instrument and Automate Once a loop works, automate it. Create triggers for when prospects move stages, when customers show churn signals, or when deals stall.

Each improvement feeds the next. Within a few cycles, your stack begins to feel less like a patchwork and more like a living system.

Don’t Add More Tools — Build a Better System

Growth in 2025 isn’t about doing more. It’s about doing better — with less friction, less waste, and more intelligence.

Your marketing stack doesn’t need another plugin or integration. It needs a rethink.

Start by mapping your loops. Connect your data. Test, learn, and iterate until the system starts spinning. The earlier you begin, the faster it compounds.

At Shinka Labs, we’re obsessed with helping companies design these flywheels — where every input strengthens the next output. Because when your GTM system works for you, not against you, growth stops being a guessing game and becomes a predictable, measurable engine.