1、B2B Growth Agenda 2026Delivering growth in a world that wont sit stillSales Play SystemSM is a service mark of Bain&Company,Inc.Copyright 2026 Bain&Company,Inc.All rights reserved.1B2B Growth Agenda 2026ContentsLetter from the Global Head of Bains Customer Practice .2Volatility Isnt the Storm.Its th
2、e Climate .3Unclear Value Propositions Stall Growth .11B2B Growth Masters Formula for Repeatably Capturing New Customers.18The New Sales Productivity Equation.25AI Wont Transform Your Go-to-Market Until You Transform the Work .292B2B Growth Agenda 2026Letter from the Global Head of Bains Customer Pr
3、acticeVolatility is high and rising.So while growth ambitions havent changed,the path to achieving them has.CEOs rank growth as their No.1 concern and delivering it will take disciplined execution.In our annual survey of more than 1,100 commercial leaders across 18 sectors and 40 countries,91%expect
4、 to hit their 2026 growth targets.Yet nearly as many were confident last year,and 42%fell short.What separates those who deliver from those who dont?The winners dont bet on a single initiative.They pair a clear,differentiated value proposition with a systematic approach to bringing the right offers
5、to the right customers.And they build AI-enabled operating models designed to unlock productivity at scale.If your plan assumes things will settle down,it wont hold up in 2026.Read on for a practical roadmap to growth in a world that wont sit still.Jamie Cleghorn Global Head of Bains Customer Practi
6、ce3At a Glance Eighty-seven percent of global decision makers say markets are evolving faster,with AI and geopolitics the top two causes.Eighty-six percent of executives surveyed expect their companys 2026 growth to exceed that of 2025.While 91%expect to meet those targets,confidence was also high l
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