The vast majority of B2B marketing organizations are siloed into brand and demand, with separate teams, budgets, KPIs, and programs. In the 2020 Brand And Communications Survey, only 22% of marketing leaders surveyed said they had fully integrated brand and demand marketing, with the remaining 78% stating these teams either operated entirely independently or only connected on specific programs and projects. In this report, we discuss an approach for aligning brand and demand marketing teams.