Collaboration across internal teams is vital for B2B organizations seeking sustainable revenue growth in the current business environment, according to report from Trilliad.
The 2025 Trilliad Sustainable Growth Study uncovers a significant “growth paradox” despite organizations having access to more technology and data than ever before from the over 350 senior professionals across diverse B2B industries surveyed.
Notably, customer success teams are the most optimistic about growth (59% report easier growth), while sales (45%) and marketing (40%) professionals report growth becoming more difficult, challenging traditional top-of-funnel acquisition models by emphasizing expansion and optimization with existing customers over aggressive new acquisition strategies.
Dempster’s Comments
Craig Dempster, CEO of Trilliad said the survey’s findings align with the company’s mission of supporting companies with the integrated strategies and solutions necessary for sustainable growth.
“In organizations with higher coordination ratings, more connected data, and strong collaboration between sales, marketing and customer success, they consistently report better momentum, more optimistic growth outlooks, and higher performance,” said Dempster in a statement. “In today’s changing landscape, integrated leadership, shared data and measurement systems, and technology platforms that support cross-functional work are critical.”
Report Findings
The study identified multiple growth challenges with external market factors like economic uncertainty, rising competition, and evolving buyer behavior. Organizations reported easier growth conditions demonstrate significantly higher cross-functional alignment ratings compared to those finding growth more difficult.
Key findings from the study highlight:
- Organizations with integrated leadership models (sales, marketing, and customer success managed jointly with single KPIs) are three times more likely to report easier growth conditions and nearly three times more likely to expect revenue increases. However, only 22% of organizations have adopted integrated models.
- While artificial intelligence (AI) adoption is widespread (70% of respondents use predictive analytics, 68% chatbots, 65% AI-powered analytics), only one-third of users report these tools deliver expected business outcomes, highlighting a gap between technological capability and business impact.
- Despite its abundance, many organizations struggle with data integration— particularly in creating unified customer journey insights. The report found 75% of organizations having access to client needs data, yet only 37% report leadership and buying group insights crucial for developing coordinated account strategies.
To download the study, click here.
