This report identifies the key demand-side trends in reshaping marketing and sales business process transformation. It examines how AI-mediated buyer discovery, content industrialization, buying group complexity, capability insourcing, and decision-oriented measurement are changing commercial operating models. The report outlines the implications for growth orchestration, marketing and sales alignment, technology investment, governance, and measurable revenue outcomes.
Marketing and sales organizations are shifting from channel-centric approaches to intelligence-driven growth orchestration. The rise of AI and fragmented customer journeys requires enterprises to influence demand proactively, beyond traditional signals.
Growth is becoming interconnected across brand, content, demand generation, sales, and measurement, with a focus on shared objectives rather than isolated metrics. Generative AI is reducing the cost of content production, creating a need for reusable, governed commercial truths.
B2B demand generation is evolving from lead volume to account and buying group orchestration, requiring better stakeholder coverage and coordinated interventions.
Measurement is transitioning from retrospective attribution to prospective decision support, using various methods to optimize resource allocation and improve outcomes. Enterprises are balancing in-house capabilities with external expertise, creating a hybrid commercial model.
The Marketing and Sales Business Process Transformation 2026 Market Insights™ offers a structured view of these dynamics to help organizations enhance their operations to drive connected, outcome-oriented growth.
The industry insights presented in this report are based on Avasant research, including analysis of enterprise marketing and sales operating model trends, interactions with industry stakeholders, and the synthesis of publicly available information from industry associations, technology platforms, and business publications that shape the marketing and sales ecosystem.
About the report (Pages 3–5)
Executive summary (Pages 6–9)
State of the market (Pages 10–16)
Key contacts (Page 17)
Read the Research Byte based on this report. Please refer to Avasant’s Marketing and Sales Business Process Transformation 2026 RadarView™ for insights on service providers and supply-side trends.
Avasant’s research and other publications are based on information from the best available sources and Avasant’s independent assessment and analysis at the time of publication. Avasant takes no responsibility and assumes no liability for any error/omission or the accuracy of information contained in its research publications. Avasant does not endorse any provider, product or service described in its RadarView™ publications or any other research publications that it makes available to its users, and does not advise users to select only those providers recognized in these publications. Avasant disclaims all warranties, expressed or implied, including any warranties of merchantability or fitness for a particular purpose. None of the graphics, descriptions, research, excerpts, samples or any other content provided in the report(s) or any of its research publications may be reprinted, reproduced, redistributed or used for any external commercial purpose without prior permission from Avasant, LLC. All rights are reserved by Avasant, LLC.
Login to get free content each month and build your personal library at Avasant.com
This report is part of the Avasant Premium Research Subscription.
To gain access to this report, click the button below and an Account Executive will contact you within one business day.
Register or sign in to explore Avasant Research.
Open access is available to qualified buyer organizations. Register Now!
