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Win in today's B2B marketplace

Organizations are under pressure to grow in a volatile market. Winning bigger and performing better today means deciding where growth should come from and aligning strategy, marketing, sales and service around the customer.

B2B buying has fundamentally changed. Buyers are more discerning, trust is harder to earn, and internal misalignment impacts performance. Leading organizations are reinventing how they grow by using customer and market insight to make clear choices about segments, customers and accounts, and by breaking down silos to unite their go-to-market through process, data, AI and deep customer insight to accelerate impact and unlock outsized results.

DATA

50%

of B2B buyers say collaboration and cross-functional complexity is making purchase decisions harder. 1

91%

of B2B buyers use advanced AI in the buying process. They want faster answers, greater transparency and risk-mitigation. 2

65%

of B2B buyers say solution providers could have done more to make the buying process easier. 3

New demands are reshaping B2B growth

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Buyer expectations are changing

Decision-makers are more empowered, more demanding, and less patient, but they’re grappling with macroeconomic uncertainty, budget constraints and intense internal scrutiny—compounding an already challenging purchase process. Providers must align strategy, marketing, sales and service around evolving customer needs to compete—and win—in this environment.

Deep insights power impact

ROI, innovation, and deep expertise—not just price—are what drive customer loyalty and growth. In fact, 62% of enterprise buyers are now more willing to share business insights with providers, and 72% are more open to joint innovation than they were a year ago. Understanding these dynamics enables sharper strategies, deeper partnerships and stronger business impact.

Retention is now a defining advantage

High performing organizations are focusing on customer retention as a strategic priority. B2B customer success is not only about how to partner today, but how to help customers be ready for tomorrow. Growth depends on deepening existing relationships and delivering continuous value throughout the lifetime—not just closing the deal.

AI is reshaping buying and selling

85% of buyers say advanced AI has made it easier to understand and compare solution provider content, and three-quarters believe it’s helped them make better purchase decisions. Winning providers must adapt to this new era of AI-enabled discovery and deliver proactive, relevant and AI-optimized data feeds and engagements throughout the buyer journey.

What you can do

Decide where growth should come from and how marketing, sales and service will work together to capture it.

Build narratives grounded in real customer outcomes and thought leadership that reframe the growth opportunity and position you as the provider buyers trust.

Focus offerings on the segments, buyers and value pools that matter most, and clarify value to drive profitable growth.

Prioritise and grow the customers and accounts that matter most with integrated  ABM, sales and service plays that deepen strategic relationships, unlock expansion and deliver profitable growth.

Strengthen the customer journey from acquisition to advocacy to drive retention, cross-sell and upsell, and design harmonized B2B experiences for mid-market and long-tail growth in the agentic AI era.

Rewire the front office so marketing, sales and service work as one—powered by data, AI and a strong digital core.

Our leaders

Alisha Lyndon

Managing Director – B2B Customer Growth lead, Accenture Song UK and Ireland

LinkedIn

Meta Karagianni

Managing Director – B2B Customer Growth, Accenture Song UK and Ireland

LinkedIn

Sarah DeFreitas

Managing Director – B2B Customer Growth, Accenture Song North America

LinkedIn

Sai Tulluri

Managing Director – B2B Sales and Commerce, Accenture Song UK and Ireland

LinkedIn

1,2,3 Client Buying Index

Drawing on fresh input from more than 350 enterprise decision-makers responsible for consulting and technology investments over $500,000—combined with decades of longitudinal data—this year’s Client Buying Index study examines how B2B purchasing behavior is evolving. The research uncovers shifts in buying roles and group dynamics, emerging decision-making patterns, and the growing influence of generative AI on high-value consulting and technology spend. The quantitative fieldwork was conducted in March-April 2025.