The news: The fastest-growing B2B organizations share one defining trait—their marketing, sales, and customer success teams operate as one coordinated system, not three departments, per a new study from Trilliad. 

• The payoff is hard to ignore. Companies with high coordination are twice as likely to anticipate revenue growth above 10%. Siloed organizations fall behind. 
• Yet only 22% of firms have adopted shared goals, shared models, or shared accountability. Most still run on fragmented planning that slows decisions and blunts accountability and revenues.

For the study, Trilliad surveyed 350 senior growth professionals at organizations earning more than $50 million in annual revenues.

The coordination gap widens: Even with abundant customer data, organizations struggle to turn insights into unified action. Seventy-five percent hold data on client needs, but just 37% have visibility into leadership roles and buying groups—the intelligence required for synchronized strategy. 

Trilliad’s findings echo EMARKETER data that shows when marketers integrate martech and ad tech, 47.1% see better attribution, 45.7% see improved targeting and personalization, and 34.8% report stronger cross-team collaboration. 

• Convergence pays off in efficiency too. Nearly a third (30.4%) of respondents saw reduced media waste, and 37% saw accelerated campaign execution—addressing the friction points that stall pipeline velocity. 
• But only 27% of B2B companies operate with truly integrated planning, per Trilliad. And just 6% have customer-centric tech stacks capable of unifying data across the lifecycle.

Takeaway for marketers: Shared revenue goals define 82% of top performers, and integrated leadership lifts alignment by 25%. Firms that say growth is “getting easier” score dramatically higher on coordination.

Integrated teams outperform. Integrated tech multiplies team impact. Integrated data turns AI from a pilot project into a growth engine. For growth leaders, the path is now unmistakable: Coordination and shared goals and data are the new competitive advantage.