The Growth Paradox: Trilliad's 2025 Study Uncovers B2B Challenges and Solutions

New Research Pinpoints Internal Alignment as the Single Greatest Factor for Achieving Revenue Growth in Today’s Market

ANNAPOLIS, Md.--(BUSINESS WIRE)--Trilliad, a market-leading growth services provider, today announced the findings of its comprehensive "2025 Trilliad Sustainable Growth Study," revealing that collaboration across internal teams is vital for B2B organizations seeking sustainable revenue growth in the current business environment. The study, which surveyed over 350 senior professionals across diverse B2B industries, uncovers a significant "growth paradox" despite organizations having access to more technology and data than ever before.

The research also identifies multiple growth challenges with external market factors like economic uncertainty, rising competition, and evolving buyer behavior. Key findings from the study highlight:

• Coordination Drives Growth: Organizations reporting easier growth conditions demonstrate significantly higher cross-functional alignment ratings compared to those finding growth more difficult.
• Growth Sentiment: 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.
• AI Adoption: While 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.
• Data Integration Challenges: While data is abundant, many organizations struggle with data integration, particularly in creating unified customer journey insights. Despite 75% of organizations having access to client needs data, only 37% report leadership and buying group insights crucial for developing coordinated account strategies.
• Leadership Structure Matters: 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.

"These findings align with Trilliad's mission of supporting companies with the integrated strategies and solutions necessary for sustainable growth,” said Craig Dempster, CEO of Trilliad. “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. In today’s changing landscape — integrated leadership, shared data and measurement systems, and technology platforms that support cross-functional work are critical.”

To download the study, click here.

About Trilliad

Trilliad (www.trilliad.com), a market-leading Growth Services Provider (GSP), solves challenges and drives results for Growth Leaders across Sales, Marketing and Customer Success. Trilliad’s full-service solutions deliver competitive advantage for the brands it works with by optimizing their sales and marketing strategies, processes, skills and technology. Trilliad drives efficiency and predictability at the intersection of Sales, Marketing, and Customer Success to increase seller productivity, lower cost per lead, decrease cost per sale, accelerate time to close, and drive customer lifetime value.

Visit www.trilliad.com for more information.