Why is sales and marketing alignment critical for B2B growth?

According to the McKinsey 2026 Global B2B Pulse Survey, 60% of B2B companies with synchronized, omnichannel buyer experiences achieved double-digit revenue growth and gained over 10% market share, compared to only 21% of disjointed competitors.

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Generate Revenue With an Integrated B2B Go-to-Market Strategy

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Generate Revenue With an Integrated B2B Go-to-Market Strategy

Q: What is a B2B integrated growth engine?

A B2B integrated growth engine is a commercial model where sales, marketing, and channel teams break through individual silos to focus on shared business goals. It aligns corporate sales and marketing to expand market share, unifies marketing and the channel to build customer preference and loyalty, and connects sales with the channel to drive repeat purchases, win new customers, and retain existing accounts.

Rachel Martin
Sep 17, 2026

Conceptual illustration showing three distinct colored blocks driving a large upward trajectory arrow.

The most competitive B2B companies synchronize their sales, marketing, and channel teams into a finely tuned growth engine for their business. Here’s how to do it.

The key to increasing revenue and growing your market share is by running a strong integrated growth engine that unites the way your internal teams and channel go to market. Learn the three steps to building a strong integrated growth engine in our ebook.

B2B companies with a strong integrated growth engine are better positioned than their more disjointed competitors and are more likely to experience superior financial returns. In the past year, B2B companies that have grown their market share +10% are generating double-digit revenue growth thanks to their omnichannel, buyer-focused experiences. In fact 60% of these companies experience this level of growth, according to the McKinsey 2026 Global B2B Pulse Survey, compared to only 21% of “laggards,” who saw their market share decline 5% over the past year.

What is a B2B integrated growth engine?

To create a strong integrated growth engine, individuals and teams across sales, marketing, and the channel need to move beyond their own motives to focus on their shared business goals. For example:

Corporate sales and corporate marketing should focus on ways to defend and increase market share.
Corporate marketing and the channel should unite on increasing customer preference and affinity, satisfying customers, and keeping them loyal.
Corporate sales and the channel should come together to increase sales and repeat purchases, win new customers, and retain existing customers while fending off the competition.
All three groups – sales, marketing, and the channel – unite in their goals to grow revenue.

This is what a true integrated growth engine looks like. And it’s the best way to drive a B2B organization forward. This integrated go-to market approach provides the seamless experience that today’s B2B buyers demand, and it ensures your teams are moving in the same direction, toward the same goals.

To win buyers and successfully compete in this rapidly evolving landscape, B2B companies must synchronize their sales, marketing, and channel teams into a finely tuned growth engine. Don’t worry, you don’t have to do this alone – we’re here to help.

Download our ebook to learn the three steps to building a strong integrated growth engine for your own business.