整合优势：为何跨职能协同驱动可持续B2B增长

Why Cross-FunctionalAlignment DrivesSustainable B2B Growth Introduction: The GrowthLeadership Challenge In an era marked byrapid technological advancement,evolvingbuyer behavior, and persistenteconomic un-certainty, the pursuit of sustainable revenue growthhas become increasingly complex for B2B organiza-tions. The Motivation: Understanding the GrowthParadox The impetus for this research stems from a criticalobservation: while organizations have access to moregrowth-enabling technologies and data than ever be-fore, many continue to struggle with consistent rev-enue expansion. Preliminary market intelligence sug-gests that the challenge might not be technological orstrategic in nature, but rather organizational, specif-ically, the failure to effectively coordinate growth ef-forts across traditionally siloed functions. While companies continue to invest heavily in sophis-ticated tools, advanced analytics, and artificial intelli-gence, many growth leaders find themselves grapplingwith a fundamental paradox: Despite having more re-sources and technology at their disposal than ever be-fore, achieving consistent, predictable revenue growthremains elusive. This hypothesis gained credence through conversa-tions with growth leaders who consistently reportedsimilar frustrations: Marketing teams generating leadsthat Sales deemed unqualified; Sales teams not lever-aging or sharing sales process data with other internalteams for inclusion in their action strategy; Custom-er Success teams operating with incomplete visibilityinto the customer journey; and executive leadershipmaking strategic pivots without adequate cross-func-tional alignment.These anecdotal observations sug-gested that the path to sustainable growth might beless about acquiring new capabilities and more aboutorchestrating existing ones and adjusting processes. To understand the disconnect and identify the fac-tors that truly drive sustainable growth, Trilliad com-missioned a comprehensive study of over 350 seniorgrowth professionals across diverse industries andcompany sizes. Conducted between May 23, 2025 andJune 12, 2025, this research provides unprecedented in-sight into the challenges, strategies, and organization-al dynamics that separate high-performing growth or-ganizations from their struggling counterparts. The Anatomy of Growth To understand the engine behind sustainable revenue, we surveyed 361 senior growth professionals. A clear pat-tern emerged: the most successful organizations aren’t just working harder, they’re working smarter. They arebuilt on a foundation of strategic, cross-functional alignment. From integrated leadership to shared data and goals, the way a company coordinates its functions is the singlegreatest predictor of its success. Below, we’ve distilled our findings into five key insights that reveal the modernblueprint for B2B growth. Coordinated Teams Expect Higher Growth Organizations with highteam coordination aretwice as likely to expectrevenue growth of 10% ormore. Unified Leadership Creates Unified Teams Moving from separateto integrated leadershipboosts team coordinationby an average of 25%. Shared Goals Forge Peak Alignment The Secret to Peak Alignment Of teams reportingthe highest level ofcoordination, 82% useshared revenue goals. Integrated Data Drives a Stronger Outlook Companies that utilizedata “throughout the fullcustomer journey” aresignificantly more likelyto expect revenueincreases. The Formula for Acceleration When an integrat-ed leadership model iscombined with shared,outcome-based measure-ment, organizations arenearly 3x more likely toexpect revenue increases. The Growth Landscape: CautiousOptimism Amid Persistent Challenges Current Growth Sentiment: Measured Expectations The data reveals a growth community characterized by cautious optimism. When asked about recent changes inthe growth environment,52% of respondents indicated that driving sustainable revenue growth has become“somewhat” or “much” easier over the past few years, while 37% reported that it has become more difficult.This split suggests a market in transition, where success depends heavily on organizational adaptation and stra-tegic execution rather than favorable external conditions. While more than half find it easier, it is substantiallymore troubling that 37% find it more difficult. Looking forward, growth professionals maintain measured expectations for the next 12 months. While 75% an-ticipate revenue increases, the vast majority (61%) project modest gains of up to 10% rather than aggressive dou-ble-digit growth. Only 14% expect revenue increases of 10% or more, reflecting that the conservative approachhas become characteristic of post-pandemic growth planning. Interestingly, growth momentum appears to cor-relate strongly with organizational structure andcoordination.Organizations that report easiergrowth conditions demonstrate significantlyhigher cross-functional alignment ratings (8.2out of 10) compared to thos