I'll see talented, hard-working teams in marketing, sales, customer success and R&D pushing relentlessly to hit their numbers. Related: How to Break Down Silos in Your Company by Building LanesThe real problem: Your biggest threat is internal fragmentationA fragmented go-to-market is one of the most significant, yet hidden, costs in business. Shared metrics, shared mission: A fascinating thing happens when you get leaders from marketing, sales and product in the same room. The first move is to convene the heads of marketing, sales, customer success and R&D, but the purpose here is critical: The first conversation must center on the why . So, the question is no longer if you should integrate your go-to-market teams, but how quickly you can do it.