B2B增长鸿沟：是什么让赢家出类拔萃

The moves that define B2B winners Commercial Excellence and Revenue Growth Agenda 2025 Contents Letter from the Global Leader of Bain’sB2B Commercial Excellence Group2 The B2B Growth Divide: What Sets Winners Apart3Parsing How Winners Use AI10How to Ignite Two Times More Growth Out of Sales Plays16Expanding Profit Margin Through Intelligent Pricing20The Quest for Ever-Greater Efficiencies25 Letter from the Global Leader of Bain’s Dear Friends, Revenue growth leaders stand out in several respects. Our global survey finds that they deploy AIand related technologies at greater scale and that they excel at reaping value from AI, including costefficiencies. They also tend to execute a data-driven, repeatable Sales Play SystemSM; apply dynamic However, attaining further growth is not easy. The biggest challenges are improving salesforce productivity, managing pricing pressures, and As tariffs tighten their grip on global commerce and more nations implement protectionist policies in2025, holding fast to these themes will help commercial teams succeed in the face of such seismic shifts. Jamie CleghornGlobal leader of Bain’s B2B Commercial Excellence group The B2B Growth Divide: What SetsWinners Apart Industry leaders excel in AI and supporting technologies, sales plays, pricing, By Rob Stein, Jamie Cleghorn, Jason McLinn, Jens Friis Hjortegaard, Mackenzie Bushy,and Thomas Luedi At a Glance Top B2B companies delivered 2 times the average revenue growth vstheir industries in 2024— These winners have deployed AI and related technologies at greater scale, treating it as a force Winners execute a targeted, repeatable Sales Play SystemSMeffectively Intelligent dynamic pricing helps top firms sustain profit margins even in changing As inflation tapered in 2024, many business-to-business (B2B) companies globally posted a strong year,with 54% exceeding their revenue growth targets and 14% achieving their targets. For 2025, companies But beneath the averages, it’s worth exploring which characteristics separate outperforming fromunderperforming firms, as detailed in Bain & Company’s survey of roughly 1,300 senior commercialexecutives of major companies in 18 industries worldwide. We define winners as companies that achieved positive gross margin growth. We define laggards as companies that saw their revenue growth fall below Winners were able to deliver 2 times the average revenue growth for their respective industries in 2024,and they are even more confident of doing so in 2025(see Figure 1). At the other end of the spectrum, about one-third of respondents failed to deliver on their targets, so theyhave an opportunity to step up their execution. Overall, respondents said that the biggest challenges to Winners and laggards part ways when citing their biggest concerns in 2025: For winners, it’s using artificialintelligence (AI) or machine learning effectively while laggards cite the challenges of navigating market Despite the varied industries and regions surveyed, we see common patterns among the top performers.They have built a growth agenda around four key themes that help the organizations achieve their Figure 1a:Winning firms posted 22 times the average revenue growth rate while Commercial Excellence and Revenue Growth Agenda 2025 Figure 1b:Winning firms posted just under 2 times the average gross They’re already harnessing AI to achieve business outcomes.The best companies havemoved beyond pilots to scale up and realize meaningful value from AI, using it to achieve growth,pricing, and productivity targets. One B2B software executive surveyed calls AI a “force multiplier” However, many companies still struggle to achieve sustained benefits from AI. Some lack the necessarydata and technology stack foundations. Others fall short in effectively integrating AI into existing orreimagined business processes, which limits adoption. Winners, by contrast, build on a solid They accelerate growth with outstanding sales play execution.We see a large gap in go-to-marketexecution, with 82% of companiessayingthat they run sales plays but only 21% actually realizing the fullvalue of sales plays. Companies that ran a genuine Sales Play SystemSM—one with targeted, repeatable Commercial Excellence and Revenue Growth Agenda 2025 They expand profit margin through intelligent pricing.In 2024, more companies were able to passthrough cost increases in their pricing as inflation stabilized. Looking ahead, many worry that theircurrent strategies to raise prices may no longer hold up in a lower-inflation environment. Winning firms They invest to raise productivity over the long haul.Winners are raising their sales and marketingspending for 2025 to achieve greater growthanda higher return on investments. Specifically, they havefocused investments on AI and automation, frontline employee coaching, customer segmentation, and Commercial Excellence and Revenue Growth Agenda 2025 Commercial Excellence and Revenue Grow