Sales–Marketing alignment is top-of-mind for enterprise B2B organizations as the landscape is reshaped by technological advancements, changing buyer behaviors, and evolving business models.
In a recent survey of North American go-to-market leaders, 52% named strengthening marketing, sales, and customer success alignment as their top priority for the year.(1)
A recent study found that fully aligned teams are 60% more likely to hit their revenue goals (80% success rate vs. ~50% when misaligned).(2)
In 2026, B2B enterprises are tackling silos and misalignment head-on by adopting new strategies, technologies, and organizational models.
Here are five emerging trends as companies advance the alignment of their Sales and Marketing teams to meet the challenges of a changing B2B landscape.
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