2026年B2B增长议程：在瞬息万变的世界中实现增长

Delivering growth in a world that won’t sit still Sales Play SystemSMis a service mark of Bain & Company, Inc. B2B Growth Agenda 2026 Contents Letter from the Global Head of Bain’s Customer Practice2Volatility Isn’t the StormIt’s the Climate3Unclear Value Propositions Stall Growth11B2B Growth Masters’ Formula for Repeatably Capturing New Customers18The New Sales Productivity Equation25AI Won’t Transform Your Go-to-Market Until You Transform the Work29 B2B Growth Agenda 2026 Letter from the Global Head of Bain’sCustomer Practice Volatility is high and rising. So while growth ambitions haven’t changed, the path to achieving them has.CEOs rank growth as their No. 1 concern and delivering it will take disciplined execution. In our annualsurvey of more than 1,100 commercial leaders across 18 sectors and 40 countries, 91% expect to hit their2026 growth targets. Yet nearly as many were confident last year, and 42% fell short. What separates those who deliver from those who don’t? The winners don’t bet on a single initiative. Theypair a clear, differentiated value proposition with a systematic approach to bringing the right offers to theright customers. And they build AI-enabled operating models designed to unlock productivity at scale. If your plan assumes things will settle down, it won’t hold up in 2026. Read on for a practical roadmap togrowth in a world that won’t sit still. Jamie Cleghorn Global Head of Bain’s Customer Practice Volatility Isn’t the Storm.It’s the Climate Volatility is widening the gap for B2B sellers—in plans, performance,and the path to revenue growth. By Mark Burton, Rob Stein, Jurre Nitert van Schijndel, Shounak Gadre, Jake Crandall,and Emily Kasavan At a Glance `Eighty-seven percent of global decision makers say markets are evolving faster, with AIand geopolitics the top two causes`Eighty-six percent of executives surveyed expect their company’s 2026 growth to exceedthat of 2025`While 91% expect to meet those targets, confidence was also high last year (86%)and only 58% hit the mark`Volatility is widening the gap: Top-quartile performers grew 16 times faster thanthe average company in 2025 Volatility is no longer a passing shock; it’s the operating environment—reshaping commercialperformance, widening the gap between plans and results, raising the cost of slow decision making,and letting a small group of winners pull away. Most leadership teams started 2026 with both ambition and confidence. Bain’s 2026 survey of 1,125 globaldecision makers finds companies expect revenue growth rates to be 20% higher in 2026 compared with2025. Ninety-one percent of respondents are confident their company will achieve its 2026growth target. B2B Growth Agenda 2026 That combination of higher aspirations and higher confidence sounds like a recipe for momentum,but history shows how volatility can shake even the surest plan. After all, it’s hard to hit a moving target.In January 2025, 86% of leaders surveyed were confident their company would achieve its 2025 growthtarget, but only 58% did(see Figure 1). Volatility seems to be making it harder to know what will happen in 12 months, widening a confidencegap as more companies miss their targets even as their growth ambitions climb. From 2023 to 2025,the share of companies that fell short of their revenue target climbed from 33% to 42%(see Figure 2). The ability to adapt in real time to market conditions is critical to meeting these goals. Growth is a CEO and board issue Volatility is what turns the gap between expectation and results from an uncomfortable statistic intoa board-level risk. It’s not only that markets are changing. The pace of change is also accelerating andcompounding. Eighty-seven percent of respondents say their markets are evolving faster orsignificantly faster than they did in the past(see Figure 3). They point to five primary forces behind that acceleration: AI and automation, geopolitical shifts(including tariffs and regulatory developments), changes in customer buying behavior, new entrants andbusiness models, and supply chain and cost pressure. Day-to-day, their top operating concern is managingpricing pressure, followed by navigating uncertainty and acquiring new customers. … 2026 conidence is evenhigher, but delivering in a volatileworld will be challenging 2025 expected vs. actualgrowth revealed a signiicantexecution gap … Percentage of respondents Percentage of respondents B2B Growth Agenda 2026 B2B Growth Agenda 2026 Clearly, change is here to stay. Uncertainty is the new certainty, and organizations that don’t internalizethat will fall behind. For CEOs and boards, the implication is practical: Planning cycles and sales motionsdesigned for a stable world will increasingly fail, not because teams aren’t working hard but because theenvironment has moved on. The sector view Across sectors, volatility is a common factor, but it doesn’t land the same way everywhere. Pricingpressure and uncertainty are rec