The line between Marketing and Sales has never been thinner — or more critical.
According to the 2025 Trilliad Sustainable Growth Study, the fastest-growing B2B organizations aren’t outspending their peers. They’re out-integrating them.
Across 350+ senior growth leaders, one truth emerged: integration pays.
Teams that share data, goals, and accountability consistently outperform peers — often doubling or tripling expected growth.
Here are the 10 numbers shaping sustainable B2B growth — and the moves every CMO and CRO should make right now:
Organizations with coordinated teams are 2x more likely to expect 10%+ revenue growth.
Treat coordination like a KPI. Establish one cross-functional operating rhythm that unites Marketing, Sales, Customer Success, and Operations around the same pipeline view.
Moving from separate to integrated revenue leadership increases team coordination by 25%.
Unify your revenue leaders. One owner, one scorecard, one shared accountability for pipeline velocity and retention.
Integrated leadership + outcome-based measurement = 3x higher likelihood of revenue increases.
Fund what moves the needle. Swap vanity metrics for business outcomes: qualified pipeline, win rate, expansion.
The 2025 Trilliad® Sustainable Growth Study reveals how CMOs and CROs are breaking silos, redefining KPIs, and building predictable revenue engines.
See the data behind integration — and how your organization compares.
82% of highly coordinated teams operate with shared revenue goals.
Publish one scoreboard. Forget “marketing-sourced” vs “sales-sourced.” It’s all revenue.
44% of organizations cite poor coordination between Marketing, Sales, and Customer Success as their top barrier to growth.
Map the customer journey by transitions, not titles. Assign owners at handoff points to eliminate friction and duplication.
Only 22% of organizations operate with integrated revenue leadership today.
Be the outlier. Create a connected revenue council to align planning, budgets, and quarterly goals.
Just 27% describe themselves as fully integrated across strategy, KPIs, planning, and execution
Close the planning-to-doing gap. Translate strategy decks into shared briefs, calendars, and an analytics spine that connects execution to outcomes.
Companies that use data throughout the full customer journey are 50% more likely to expect strong growth.
Analyze at the account level. Combine intent, CRM, product usage, and support data to reveal true engagement and expansion potential.
Only 6% of organizations have one integrated system built around the customer.
If you can’t consolidate, connect. Normalize data across your tech stack to build one trusted view of pipeline and revenue.
Just 12% rate their customer experience maturity as “Advanced.”
Customer experience represents the ultimate test of coordination maturity. Start where it hurts most: handoffs (MQL → SQO), onboarding, and first value. Fix those, and you’ll unlock compounding returns across the lifecycle.
Connected leadership, shared outcomes, customer-centric data, and integrated execution consistently deliver stronger growth performance.
Yet fewer than one in three organizations have achieved true integration maturity. Those who do are pulling away fast.
Every CMO and CRO is chasing predictable growth.
The question isn’t if your teams will integrate — it’s how fast.
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