1、Commercial Excellence and Revenue Growth Agenda 2025 The moves that define B2B winnersSales Play SystemSM is a service mark of Bain&Company,Inc.Copyright 2025 Bain&Company,Inc.All rights reserved.1Commercial Excellence and Revenue Growth Agenda 2025 ContentsLetter from the Global Leader of Bains B2B

2、 Commercial Excellence Group .2 The B2B Growth Divide:What Sets Winners Apart .3Parsing How Winners Use AI .10How to Ignite Two Times More Growth Out of Sales Plays.16 Expanding Profit Margin Through Intelligent Pricing .20 The Quest for Ever-Greater Efficiencies .25 2Commercial Excellence and Reven

3、ue Growth Agenda 2025 Letter from the Global Leader of Bains B2B Commercial Excellence GroupDear Friends,Revenue growth leaders stand out in several respects.Our global survey finds that they deploy AI and related technologies at greater scale and that they excel at reaping value from AI,including c

4、ost efficiencies.They also tend to execute a data-driven,repeatable Sales Play SystemSM;apply dynamic pricing;and invest in long-term commercial productivity.However,attaining further growth is not easy.The biggest challenges are improving salesforce productivity,managing pricing pressures,and moder

5、nizing and adopting go-to-market technologies.As tariffs tighten their grip on global commerce and more nations implement protectionist policies in 2025,holding fast to these themes will help commercial teams succeed in the face of such seismic shifts.Jamie Cleghorn Global leader of Bains B2B Commer

6、cial Excellence group3At a Glance Top B2B companies delivered 2 times the average revenue growth vs.their industries in 2024and close to that multiple for gross margin growth.These winners have deployed AI and related technologies at greater scale,treating it as a force multiplier to optimize sales,