Exhibit 7 Web <2026> Exhibit <8> of <8> Note: “Winners” represent respondents from companies whose market share has grown by more than 10% year over year, while “laggards” represent those from companies whose market share has declined by more than 5% over the same period. 1 Question: “For the marketing activities or content below, to what degree do you implement personalization?” Source: McKinsey Global B2B Pulse Survey, Apr 3–24, 2024, n = 3,664; Australia, Brazil, Chile, China, France, Germany, India, Italy, Japan, South Korea, Spain, UK, US Market leaders are more likely to run account-based marketing with clear functional leadership. McKinsey & Company Joint plans for top segments/ accounts Joint target setting and prioritization Entirely marketing led Marketing driven with some sales input Joint collaboration Sales driven with some marketing input Entirely sales led Winners Laggards Overall Investment strategy review and prioritization Winners Laggards Overall Regular pipeline reviews Winners Laggards Overall Proactive, outbound account engagement Winners Laggards Overall Winners Laggards Overall General Winners Laggards Overall 9 18 41 24 8 14 16 32 22 16 9 24 40 19 8 8 17 45 23 7 12 18 35 20 15 7 34 39 14 6 10 18 43 22 8 17 16 35 18 15 6 20 42 21 10 9 17 40 25 9 13 14 32 24 16 8 21 48 15 9 9 18 39 26 8 12 19 30 23 16 10 27 33 24 6 9 19 37 26 9 14 15 28 26 17 14 19 36 23 8 Marketing–sales collaboration model for account-based marketing activities, by market performance, ¹ % of respondents 16 The surprising economics of B2B growth: The new survival threshold—and what it takes to thrive