Global teams. Fragmented tech. Disconnected KPIs. It’s no surprise that B2B has a silo problem. With the industry growing increasingly digital, it’s practically inevitable. Brands across the industry are battling the same integration issues.
You may have even found yourself asking: Can’t one agency just do all of this?
Well, we put that question to the test at our latest Not-so-B2B roundtable.
Gathering senior marketers from LTTS, TechnologyAdvice, Tenx4, and ex-ServiceNow leadership, we unpacked what’s really causing integration challenges across B2B. And the conversation quickly revealed one glaringly obvious, deeper truth: integration isn’t a structure – it’s a mindset, a model and a cultural shift.
Here’s a sneak peek of what we heard.
Roundtable highlights
- “Agencies that say they do everything rarely do anything well.”
— Ashley Cohen, Founder, Tenx4
The full-service promise often collapses under scrutiny. Ashley, who helps global tech brands find and vet agencies, noted how common it is for agencies to oversell, then stumble on delivery. Her advice? Clarity over capability claims. Focus on depth and honesty – not just breadth.
- “Most B2B orgs aren’t integrated—they’re just coordinated. And that’s not the same thing.”
— Chris Bailey, Marketing Leader, formerly at ServiceNow
- Chris called out the difference between orchestrating actions and aligning around shared outcomes. It’s easy to coordinate campaigns, but true integration shows up when brand, demand, and product marketing act in concert with a single, unified goal. And that starts with the operating model. Not the org chart.
- “If we reward marketers for individual success, don’t be surprised when we work in silos.”
— Utkarsh Srivastav, Global Head of Brand & Digital, LTTS
- Utkarsh made the link between culture and incentives. You can’t build integration on disconnected KPIs. He stressed the need for shared success metrics within internal teams and across agency partnerships, so everyone pulls in the same direction.
- “The buyer only sees one brand. So why is our internal structure so fragmented?”
— Chris Turner-Green, MD EMEA & APAC, TechnologyAdvice
- Consider this your reminder that customers don’t care how your teams are organized. They care about consistent experiences. Chris challenged us to break down the walls between brand, demand, and sales – highlighting that integration must start with aligning around the buyer, not internal process maps.
What’s coming next
Like what you’re hearing? Well, this is just the amuse-bouche. This month, we’re dropping the full platter: The Not-so-B2B Guide to Integration
- Real quotes. Real ideas for moving beyond structure and into shared momentum.
- Designed for marketers at global tech brands navigating complexity, silos, and shifting expectations.
Interested? Then be sure to keep your eyes peeled.
We want your take
We kicked off the conversation in our roundtable, but now we’re handing you the mic…
What’s the biggest blocker to true integration in your org today?
- Misaligned KPIs across teams
- Siloed internal structures (e.g., brand vs. demand)
- Overcomplicated or underused tech stack
- Agencies not aligned with business priorities
- Lack of shared vision or leadership buy-in
Vote in our LinkedIn poll – your voice could be featured in the guide.
