Despite aligning on revenue and retention priorities, B2C marketing and service leaders remain divided according to data

Klaviyo (NYSE: KVYO), the only CRM built for B2C brands, today announced new commissioned research conducted by Forrester Consulting on behalf of Klaviyo that exposes a growing collaboration gap between marketing and service teams. While both groups are united on their top priorities of retaining customers and driving loyalty, fewer than one in four organizations report consistent collaboration between them. This divide creates inefficiencies, wasted resources, and most importantly, missed opportunities for growth.

When marketing and service run on separate systems, it’s the customer who pays the price. They get bounced between channels, have to repeat themselves, and end up with experiences that feel anything but personal.

Bringing these teams together onto one platform changes that. It means every interaction, whether it’s a campaign or a support request, builds on the same customer understanding, helping brands create seamless experiences that drive loyalty and growth. Connecting the dots between the two teams will also turn service from a traditional cost center into a revenue generator by making every customer touchpoint a moment of connection and value.

The Forrester Consulting survey of 363 North American marketing and service decision-makers underscores the problem. Nearly seven in ten (69%) cite retention and loyalty as their top priority amid economic uncertainty, yet siloed systems, misaligned KPIs, and fragmented data prevent teams from acting on that alignment. Just 29% say their current CRM and engagement tools fully support their goals, leaving most organizations unable to turn shared priorities into measurable performance.

“When marketing and service work together, customers feel the difference,” said Jamie Domenici, Chief Marketing Officer at Klaviyo. “Take Happy Wax, a home fragrance brand. By unifying their data, they’re able to pause marketing campaigns for any customers with an open issue, ensure their service teams have all the customer context to deliver a fast resolution, and even offer personalized discounts based on what each customer is most likely to purchase next. That’s the power of having one platform where every interaction builds on the last.”

Additional key findings include:

• Silos, KPIs, and data gaps are the biggest collaboration barriers. Sixty-one percent of leaders point to silos, 57% to misaligned KPIs, and 52% to disconnected data as the top roadblocks to collaboration. Overcoming these hurdles is critical for teams to translate shared goals into measurable outcomes.

• Without unified tools and data, collaboration doesn’t stand a chance. Only 15% of respondent organizations report having the right tech in place, despite 66% calling it critical. Almost half (46%) struggle with disconnected tools and fragmented data (41%).

• Unified customer views remain out of reach for most. While 76% of leaders say unified customer views are essential, only 17% have the tools to achieve them – leaving more than half (56%) stuck with fragmented, department-specific data.

• Personalization is a top priority but adoption lags. 82% say personalization is critical to their goals, but only 11% have the tools to deliver it.

• Collaboration pays off. 61% of leaders think collaboration will lead to higher retention, 55% to stronger revenue, and 53% to higher CLV.

The survey makes clear that while B2C leaders agree collaboration and customer-centricity are critical for growth, most remain blocked by silos and fragmented data. Klaviyo stands apart by putting data at the core of its platform. The Klaviyo Data Platform processes more than 2 billion daily events across 7+ billion customer profiles, providing brands with a unified, real-time view of their customers that marketing and service teams can act on together.

Learn more about this study here.

About Klaviyo

Klaviyo (NYSE: KVYO) is the only CRM built for B2C brands. Powered by its built-in data platform and AI insights, Klaviyo combines marketing automation, analytics, and customer service into one unified solution, making it easy for businesses to know their customers and grow faster. Klaviyo (CLAY-vee-oh) helps relationship-driven brands like Mattel, Glossier, CorePower Yoga, Daily Harvest and 176,000+ others deliver 1:1 experiences at scale, improve efficiency, and drive revenue.

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