8 stories tagged #b2b.
B2B revenue teams are operating against a tougher backdrop: longer sales cycles, more stakeholders per deal, and harder-to-prove ROI. The coverage here focuses on what mid-market and enterprise B2B teams are doing differently — forecast methods, pipeline coverage benchmarks, and the platform shifts that are reshaping how revenue gets predicted and produced.
2X appointed Emily Atkinson as Chief Client Officer and Drew Murphy as Chief Financial and Operating Officer. The subscription-based go-to-market services partner for B2B organizations made the announcements to expand its executive team.
Atkinson will lead the global client organization and unify strategy, execution, technology and AI as one GTM engine.
At B2BMX 2026, LinkedIn’s Ty Heath, Global Director of Thought Leadership GTM Strategy and co-founder of The B2B Institute, focused on why B2B deals stall due to buying groups lacking collective confidence rather than losing to competitors, emphasizing that marketers must solve buyability by reducing hidden friction.
G2 has released new product capabilities to help MarTech software companies build trust in the era of AI-driven buying, including tools like the Model Context Protocol (MCP) powered by Claude, according to Demand Gen Report. These features aim to enhance AI-driven buying with trusted data signals, as B2B buyers increasingly rely on AI search for software evaluation.
According to Demand Gen Report, B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but this overlooks the broader evaluation process where buyers abandon deals due to issues like unclear pricing, slow pages, mandatory account creation, limited payment options, and procurement friction. Today’s buyers abandon transactions when these elements undermine confidence, as detailed in the report.
At Forrester's B2B Summit North America, the firm presented research from 'The GTM Singularity Is Here,' calling for B2B leaders to abandon outdated practices and adopt a customer-obsessed go-to-market (GTM) approach that leverages AI for enhanced buyer engagement and cross-team collaboration, according to Demand Gen Report.
As martech, adtech, and sales tech converge into a unified revenue stack, B2B organizations are advised to restructure their RevOps teams to break down cultural silos while preserving functional expertise, according to MarTech. The source highlights that the traditional separation of marketing, advertising, and sales teams has created barriers, but integration requires new structures to ensure technology achieves its potential.
RevOps teams are evolving from roles focused on fixing reports or...
Companies invested $1.5 trillion in artificial intelligence in 2025, according to Gartner, yet 73% of enterprise data leaders identify data quality as the leading barrier to AI success, surpassing issues like model accuracy and compute costs. Additionally, 60% of companies report little to no value from their AI investments, indicating that the root problem lies in underlying data rather than the technology itself.
At the B2B Marketing Exchange (B2BMX) 2026, a panel moderated by Demand.com’s Rick Robinson and featuring experts Terry Arnold, Whitney Goldstein, and John Johansen addressed how B2B decisions increasingly involve committees rather than individual champions, as discussed in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel dismantled traditional approaches that rely on single leads, noting that deals often stall despite positive...