Cross-functional alignment has never been more important for B2B companies than it is right now. B2B power dynamics, which have long favored buyers, have shifted even more firmly in their favor with the rise of AI search and more complex buying networks. Marketing, revenue, product, and customer success teams must work together to meet the moment, but as critical as alignment is, it can feel elusive.

That’s why our B2B Return On Integration (ROI) Honors are so meaningful. Today, we’re excited to recognize the North America winners — companies that have successfully aligned their marketing, revenue, customer success, and product teams around buyer and customer needs, fundamentally changing their business trajectory. While we received many impressive submissions, the winners distinguished themselves through exceptional customer focus, cross-functional integration, ingenuity, and measurable business impact.

On April 28 at 10 a.m., executives from these organizations will share their transformation journeys on the mainstage in Phoenix. Here’s a preview:

Amazon Ads

Amazon Ads, a leading provider of advertising solutions, identified a growth opportunity among service-based small and midsize businesses who felt that marketing initiatives were inaccessible and too time-consuming for their team. In response, the company repositioned its value proposition around customer connection and outcomes. The “Matches Are Made” campaign brought this shift to market. As a result, Amazon Ads increased unaided awareness, improved opportunity conversion, and drove significant growth in Sponsored TV revenue among service-based advertisers.

Rockwell Automation

A global leader in industrial automation and digital transformation, Rockwell Automation set a new standard for cross-functional collaboration in support of revenue generation and operational efficiency. Across marketing, operations, IT, business units, regions, success enablement, inside sales, and more, the team rallied around a transformational CRM initiative with newly automated workflows and unified reporting. This has led to significantly improved match rates for account targeting, accelerated sales opportunity progression, and reduced cycle times while also growing average deal size.

ServiceNow

A leading provider of solutions that orchestrate how work flows across enterprises, ServiceNow transformed partner-led growth through a strategic initiative focused on partner marketing experience. By launching a unified, AI-enabled platform as a single “front door” for marketing enablement, campaign execution, and performance visibility, the company eliminated fragmented tools and manual processes. As a result, partner self-service adoption increased, partner campaigns accelerated, and partner-generated demand scaled while strengthening cross-functional alignment, reducing operational costs, and enabling consistent, measurable global partner engagement.

Hear more from executives at these companies and their valuable lessons to apply to your own transformation at B2B Summit North America, happening April 26–29 in Phoenix. I hope to see you there!