Interfunctional coordination is one of the three behavioural components of market orientation as defined by Narver and Slater (1990). It refers to the deliberate synchronisation of activities, information, and decisions across functional boundaries so that the organisation acts coherently in serving customers. While the concept has been validated as a driver of business performance, market orientation theory does not specify how coordination is enacted. Integrative devices—and RevOps as a contemporary multi-functional case—are the structural mechanisms through which interfunctional coordination is operationalised.