Managing ambition with reality: Insights from the Commercial Trends Study 2026
2026 is shaping up to be a year of B2B optimism, but not of easy wins. After a turbulent stretch of inflation, cost pressure, and shifting customer behavior, companies are entering the year with clear growth ambitions. What’s the catch? Performance will be decided by execution capability which is the single biggest constraint between ambition and real results.
In our Commercial Trends Study 2026, we capture the views of 1,900+ commercial decision-makers across B2B industries. There’s a consistent message: growth expectations are back, but volatility remains.
While there is broad confidence in growth, the underlying commercial risks are familiar, persistent, and largely unresolved. Execution today has moved beyond an operational concern to become the central strategic differentiator in realizing value from pricing and growth ambitions.
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