In this era of overwhelming customer choice and constant disruption, only the companies that adapt—and align—can sustain growth. To thrive, businesses must break down silos between Marketing, Sales, and R&D, working as one go-to-market (GTM) team guided by shared success metrics. When these core business functions pull in different directions, it creates a costly “alignment divide” that slows innovation, wastes resources, and erodes growth.
Today’s customers demand seamless, tailored experiences at every touchpoint. Meeting those expectations requires new levels of collaboration, integration, and agility from GTM teams. Our research shows that nearly everyone recognizes this in theory. But when asked about their day-to-day experience, a striking 85% of teams report ongoing misalignment—even when 85% express perceived confidence in their GTM strategies. We call this the “85/85 Go-to-Market Alignment Gap”—a silent threat to business performance.
This white paper exposes the hidden costs of misalignment and delivers actionable ways for organizations to build unified, high-performing GTM teams—fueling transformation and accelerating growth into 2025 and beyond.
Read on to learn how misalignment might be costing you.
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