Complex Buying Teams: The typical buying team for enterprise deals includes nearly 12 people, making the decision-making process more complex and layered
Extended Purchase Journey: B2B buyers spend only 17% of the total purchase journey with sales representatives, indicating a longer and more self-directed buying process
High-Value Deals: Value framing, which helps buyers understand how to use a solution to improve their job, creates a 20% lift in high-quality deals. Value affirmation, which helps buyers validate their purchase decision, creates a 30% lift in high-quality deals
Digital Preferences: 76% of buyers prefer remote or digital interactions with sellers, highlighting the importance of digital engagement in the B2B buying process
Agile Sales Methods: 85% of sales leaders believe that adopting agile working methods will be critical for success in the coming years
Ecosystem-Led Sales: 23% of GTM leaders are focusing on ecosystem-led sales, co-selling with partners who already have existing relationships with their prospects

Widespread Adoption: 66% of marketers are using AI to generate content, highlighting the growing reliance on AI in marketing strategies
Efficiency and Productivity: AI tools are significantly improving efficiency and productivity, allowing marketers to focus on more strategic tasks
Personalization: AI is being used to create highly personalized content, enhancing customer engagement and satisfaction
Data-Driven Decisions: Marketers are leveraging AI to analyze data and gain insights, leading to more informed decision-making
Challenges: Despite its benefits, marketers face challenges such as data privacy concerns and the need for continuous learning and adaptation
Future Trends: The report predicts that AI will continue to evolve, with more advanced applications and greater integration into marketing workflows

Personalization and Privacy: Customers expect personalized experiences but are increasingly concerned about data privacy. Brands need to balance personalization with transparency and ethical data use
AI and Trust: The use of AI in customer interactions is growing, but trust in AI remains a challenge. Companies must ensure their AI applications are trustworthy and enhance customer experiences
Omnichannel Engagement: Customers interact with brands across multiple channels and expect a seamless experience. Consistency and integration across channels are crucial for customer satisfaction
Customer Expectations: Customers' expectations are evolving, with a focus on convenience, speed, and proactive service. Meeting these expectations is key to building loyalty.
Global Insights: The report includes insights from consumers and business buyers worldwide, highlighting regional differences in customer behavior and expectations
84% of business buyers are more likely to buy from a company that demonstrates an understanding of their business goals

Shorter Business Model Lifecycles: The average lifecycle of a business model has dropped from 75 years to just 6 years, indicating the need for continuous reinvention
Transient Advantage: Sustainable competitive advantage is now the exception, not the rule. Companies must constantly create and exploit transient competitive advantages
Agile Management: A new approach to management is needed, where businesses invest in different types of initiatives simultaneously, similar to a stock portfolio
Continuous Reinvention: Every fifth company in the world is reinventing their products, processes, and business model every 12 months or faster
Strategic Initiatives: Companies can no longer afford to spend months crafting a single long-term strategy. Instead, they need to start new strategic initiatives constantly
Leadership in Disruption: Successful leaders in this age of permanent disruption are those who can prepare for an unpredictable future and adapt quickly

Value Framing: Helps buyers understand how a solution can improve their job, leading to a 20% increase in high-quality deals
Value Affirmation: Helps buyers feel confident in their purchase decision, resulting in a 30% increase in high-quality deals
High-Value Content: Creating high-value content that contextualizes solution value based on buyers’ business needs and validates their decisions throughout the buying journey is crucial for achieving high-quality deals
Dysfunctional Buying Groups: These groups are 73% less likely to make high-quality purchases
Customer Expectations: Customers' expectations are evolving, with a focus on convenience, speed, and proactive service. Meeting these expectations is key to building loyalty
Omnichannel Engagement: Customers interact with brands across multiple channels and expect a seamless experience. Consistency and integration across channels are crucial for customer satisfaction