Business growth doesn’t happen by accident.
Our new 2026 B2B Growth Maturity Assessment reveals where enterprise growth is breaking down and what leaders can do to get back on track.
Ever find yourself thinking, “Growing the business shouldn’t feel this d*mn hard”?
You’re not alone. Predictable B2B growth requires strategy, systems and teams working in lockstep every day.
For many B2B brands, a sizable gap exists between growth strategy and operational readiness. That gap widens as B2B leaders contend with a limited ability to orchestrate marketing and sales across the buyer journey, as well as difficulties aligning marketing, sales and business teams — the two most common internal challenges impeding growth today.
As pressure to prove business impact grows, it’s time to unify go-to-market (GTM) strategy and systems under one growth engine, all the way from brand to demand to revenue.
The 2026 B2B Growth Maturity Assessment explores common barriers to this goal — and what happens next.
Click through top findings:
of B2B leaders rate their organization’s level of growth maturity as high performing.
Discover the biggest internal and external barriers to B2B growth, from fragmented ownership to increasingly complex buying environments.
of B2B leaders across marketing, sales and executive functions agree that misalignment between teams makes it harder to balance short-term revenue demands with long-term growth priorities.
Understand why strong growth strategy still underperforms when the systems, workflows and governance behind them can’t support consistent execution.
of B2B leaders strongly agree their organization’s marketing measurement accurately reflects revenue impact.
Learn what leaders across functions expect from marketing measurement and why attribution remains a top challenge.
of B2B leaders strongly agree their organization has reached a level of maturity that allows it to operate effectively at scale across an increasingly complex set of channels and touchpoints.
Explore what’s possible when organizations build a more repeatable model for pipeline and revenue growth.
area where B2B leaders expect their organization to increase investment most over the next year? AI-enabled marketing operations and automation.
Gain a practical view of the alignment and technology priorities B2B brands need to power a mature GTM engine long term.
From our expert:
“For too long, GTM strategy (the shared choices that shape how organizations grow) and GTM systems (the processes and technologies that make strategy executable, measurable and repeatable) have evolved on separate tracks. That means fragmented decision-making pathways, disparate North Star business goals and competing priorities that hinder the organization from moving forward. The future belongs to the brands that bring these growth levers together.”
Erin Spanski
Senior Vice President, Insights + Strategy
Take charge of your growth maturity
If your teams are pushing for stronger growth but still wrestling with fragmented strategy, inconsistent measurement or disconnected execution, The 2026 B2B Growth Maturity Assessment offers a clear path forward. The report shows how your organization can earn strategic alignment and build the operating discipline to make growth one of your most predictable assets.
Because the stakes are too high for your business’s growth to feel like a black box.
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New Walker Sands Research: The Gaps Holding Back B2B Growth Maturity