In this episode of B2B Marketing Futures, we explore what it really takes for high-performing teams to win when they operate as one.

From aligning sales, marketing, and product around a shared view of the customer to reducing friction at handoffs, our guests share practical lessons from the frontline of building unified go-to-market teams.

Participants:

• Monica Gonzalez – Sustainability Marketing Manager at Juniper Networks, bringing experience in weaving together CSR, product, field marketing, and PR to tell a unified sustainability story on tight budgets.

• Lukas Kulevicius – Program Manager, Digital Marketing at Atlas Copco, who built a digital marketing team from scratch and now drives double-digit growth through SEM, SEO, and automation while tackling system complexity and ROI discipline.

Together, they explore:

• What a truly aligned, high-performing go-to-market team looks like

• How to turn field and performance insights into action without losing signals

• Why shared planning can make or break execution

• The biggest sources of friction in handoffs—and how to reduce them

Whether you sit in marketing, product, or sales, this conversation is packed with insights on how to replace silos and slowdowns with clarity, trust, and real performance impact.

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