Powering Enterprise Alignment: Demandbase Use Cases

As companies grow, so do their challenges. When an organization hits the 10,000+ employee mark, the divide between departments like marketing, sales, and customer success can become glaring. And with each team operating in its own bubble—its own tools, data, and processes—the impact of these silos is unavoidable and felt where it matters most: in the customer experience.

Let’s talk about siloed enterprises

For large enterprises, there’s typically an overrich tech stack where each department has their own tool and the siloed data and processes ultimately affect one key benchmark: the customer experience.

From the outside, customers should only see one unified journey that is representative of your brand—a seamless experience that feels cohesive and personalized at every step.

But, peel back the go-to-market curtain and all of us with backstage passes know the scene too well: disjointed teams, discrepant metrics, and process bottlenecks, among a slew of other issues you might add to this list from personal experience.

Growth demands alignment

The first step towards making a significant improvement at the enterprise level is to find the main culprits in the disconnects throughout your business.

• Maybe your marketing department is leveraging a solution you’ve had for years and was supposed to grow with you, but didn’t.
• Maybe your sales team is using old tactics, splitting territories or tiering accounts without insights, letting prospects slip through the cracks because of bad data on them, and going into sales meetings with account blindness.
• Maybe your customer success team doesn’t have the visibility into the obvious cross-sell or upsell opportunities, leaving value out for your customers, and revenue for your company on the table.
• Maybe your operations team hasn’t been able to pinpoint a pipeline acceleration opportunity since the spring of 2020, when we entered the new normal.

Maybe it’s all of the above—and it’s time to put an end to these disconnected, outdated practices. Your pipeline isn’t just a collection of leads; it’s the lifeline of your business and a direct measure of future success. But if your teams are working in silos, you’re bleeding potential at every stage.

It’s time to reimagine your pipeline as a single, unified growth engine. Where marketing, sales, and customer success are acting on the same insights, pursuing the same goals, and driving toward impact together. Welcome to your new pipeline view.

End the disconnect and build a unified growth pipeline

Picture a pipeline where every team—sales, marketing, customer success, and operations—aligns seamlessly to create a fluid, unified experience for your customers. Instead of scattered efforts and competing objectives, each department acts as a different stage of a single, harmonious journey, orchestrated to deliver the right value at the right time.

With Demandbase, this vision isn’t just possible—it’s actionable. Demandbase One helps enterprises break free from siloed processes and turn their pipeline into a well-oiled engine for growth. Gone are the days of fractured customer journeys and wasted resources; Demandbase One equips your GTM teams to create one coordinated, account-focused path that accelerates results and keeps customers engaged.

Here’s how we bring it to life:

Demandbase One™ for Marketing

Demandbase One™ for Sales

Demandbase One™ for B2B Advertising

Demandbase One Data