The Surprising Economics of B2B Growth: The New Survival Threshold
This report explores the findings of the 2026 Global B2B Pulse Survey, highlighting the gap between industry leaders and laggards and emphasizing the importance of hyperpersonalization and AI in creating a new operating system for growth.
June 2026 Growth, Marketing and Sales Practice The surprising economics of B2B growth: The new survival threshold—and what it takes to thrive The 2026 Global B2B Pulse Survey finds a divide between leaders and laggards— and shows how integrating hyperpersonalization, AI, and sales accountability creates a new operating system for growth. This article is a collaborative effort by Candace Lun Plotkin, Enrique Gonzalez Campuzano, Greg Kelly, Jennifer Stanley, Steve Reis, Tjark Freundt, and Victor Garcia de la Torre, representing views from McKinsey’s Growth, Marketing and Sales Practice.
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