Research:
Multiteam Systems

​In today’s B2B environment, high-performing sales and marketing organizations achieve superior results not only through individual competencies, but through how work is executed across teams. While skills such as negotiation, product knowledge, and CRM proficiency are essential, it is the structured execution of activities—including customer engagement, pipeline analysis, campaign planning, and cross-team collaboration—that drives measurable system-level outcomes.

​

Recent research and empirical evidence indicate that focusing on activities provides tangible data on team performance, which can enhance coordination and decision-making in complex, matrix-structured organizations. By analyzing the work that teams actually perform, organizations gain visibility into workflows, interdependencies, and points of friction, enabling stakeholders to make informed decisions and strengthen collaboration across departments.

​

This approach goes beyond traditional assessments of individual competencies. By combining activity data with insights into cross-team coordination and alignment, organizations can identify bottlenecks, redundant efforts, and gaps in responsibility. For instance, examining how marketing campaigns feed into the sales pipeline or how customer engagement activities are tracked across teams can reveal inefficiencies that impede performance. Addressing these issues allows organizations to streamline processes, optimize resource allocation, and ensure that team activities translate into tangible business outcomes.

 

Participation in structured research initiatives offers two primary benefits. First, it provides empirical evidence on actual team activities and system-level performance, creating a detailed understanding of how work flows across sales and marketing functions. Second, participants receive a diagnostic report highlighting performance bottlenecks, collaboration gaps, and actionable recommendations. This dual approach supports evidence-based improvements, enabling organizations to enhance cross-team coordination and achieve measurable results.

​

In summary, prioritizing activity-driven execution, while maintaining baseline competencies, enables organizations to increase transparency, improve collaboration, and unlock higher revenue potential. By systematically analyzing and optimizing activities within multiteam systems, sales and marketing functions can operate more efficiently, collaborate more effectively, and achieve superior system-level performance.

​

Key Take-Aways

• Gain visibility into actual work across sales and marketing teams.

• Enhance collaboration through tangible activity data.

• Identify and remove bottlenecks that impede performance.

• Receive actionable insights via a customized diagnostic report.