How well SEO, PR, content, and brand teams work together often comes down to a factor that has nothing to do with strategy: company size. A survey of 1000 marketers broke down team integration levels across four revenue tiers, and the pattern is stark. Companies under $10 million in revenue are overwhelmingly siloed, while companies over $1 billion report far higher rates of shared strategy and full integration. The transition doesn’t happen evenly, either, with the biggest shift occurring somewhere between the smallest and mid-sized tiers.

Essential Statistics

• Among companies with less than $10 million in revenue, 44% report fully siloed teams, the highest rate across all tiers.
• Among companies with $10 million to $99 million in revenue, fully siloed teams drop to 16%.
• Among companies with $100 million to $999 million in revenue, 31% report shared strategy and KPIs, the highest share among that specific integration level.
• Among companies with $1 billion or more in revenue, only 11% report fully siloed teams, the lowest rate across all tiers, while 38% report shared campaigns.
• Fully integrated teams are most common at the $1 billion or more tier, at 19%.

Key Takeaways

• The sharp drop in siloed teams between the smallest and next revenue tier suggests early growth stages are when cross-team collaboration tends to improve the fastest.
• Larger companies reporting higher rates of shared strategy and full integration suggests resource availability and dedicated leadership likely play a role in enabling collaboration.
• Smaller companies remaining heavily siloed suggests limited headcount, not lack of intent, may be the bigger barrier to integration at that stage.
• The steady increase in shared campaigns and shared KPIs across tiers suggests integration tends to happen gradually rather than as a single organizational shift.
• This pattern is worth using as a benchmark to see whether your own team’s integration level tracks with what’s typical for your company’s revenue tier.

Actionable Insights

• If your company falls in the smaller revenue tiers and teams are siloed, start with shared campaigns rather than attempting full integration right away. The data suggests this is a more realistic first step based on what similarly sized companies report.
• Establish shared KPIs between SEO, PR, content, and brand teams even if full integration isn’t feasible yet. This data shows shared KPIs increasing steadily across every revenue tier, suggesting it’s an achievable middle step.
• If you’re at a larger company still reporting high silo rates, benchmark against this data to see how far behind your typical revenue tier you may be, and use that gap to make the case for restructuring.
• Assign a single point of coordination across these four functions if headcount allows, since larger companies with more integration generally have dedicated resources managing that overlap.
• Revisit your reporting structure to check whether SEO, PR, content, and brand functions currently report through separate leadership chains. This structural separation is a common driver of the silos this data captures.

Small teams staying siloed isn’t a strategy failure, it’s usually a headcount problem. But at scale, staying siloed becomes a choice, and this data shows most bigger companies are choosing not to. – Neil Patel