Which model speeds up projects by 2.5 times?

In recent years, the boundaries between IT departments and other business functions have gradually blurred. Companies are looking for flexibility, speed, and real business results, which has led to the emergence of fusion teams—multidisciplinary teams that bring together people with different skills and perspectives to digitize and optimize business processes.

What are fusion teams?

Unlike traditional organizational structures, where decisions are centralized and highly hierarchical, fusion teams operate in a networked environment. They include representatives from IT, marketing, sales, finance, and other key functions, thus ensuring an integrated approach to innovation. Members can report to both the IT department and business leaders, depending on the project’s goals.

Gartner research shows that this model is significantly more effective: “distributed” initiatives, where different departments are involved simultaneously, progress 2.5 times faster than traditional centralized projects.

Significance for marketing and sales

The emergence of fusion teams is fundamentally changing the technology purchasing process. Whereas previously the decision was in the hands of the IT department or procurement, today it is collective and involves several stakeholder groups. This requires a much more nuanced approach from solution providers:

• Different audiences, different messages. A single “key figure” is no longer enough—it is necessary to target developers, business leaders, financiers, and future end users.
• Focus on business results. Companies don’t buy technology for its specifications, but for its impact on flexibility, efficiency, and customer experience.
• Stories and evidence. Case studies, real data, success metrics, and benchmarks are the strongest arguments for teams that need to justify the investment to management.

Tactics for successful positioning

• Interactive demonstrations – show the benefits from different perspectives (technical and business).
• Account-Based Marketing (ABM) – personalized campaigns for key figures in each organization.
• Consultative approach – build relationships instead of striving for quick deals.
• Content-driven training – provide expertise and leadership on topics important to the customer.
• Multi-stage solutions – start with a small project, prove your value, and gradually expand the partnership.

Conclusion

Fusion teams are proof that the future belongs to collaboration and integration. They require marketing and sales to think beyond traditional channels and become strategic partners who understand complex decision-making processes. Companies that manage to adapt will build long-lasting relationships and achieve a sustainable competitive advantage.

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