New Marketing and Sales Business Process Transformation 2026 RadarView™ evaluates 72 providers and recognizes 28 for advancing AI-enabled, platform-led commercial models.
LOS ANGELES, CA – September 2026
Avasant, a leading management consulting and research firm, has released its Marketing and Sales Business Process Transformation 2026 RadarView™, highlighting a shift from campaign-centric execution toward AI-enabled, platform-led commercial operating systems that connect marketing operations, customer intelligence, revenue management, and sales activation.
The report evaluates 72 providers across practice maturity and future-proofing, including partner ecosystems, investments, and innovations. It recognizes 28 providers that brought the most value to the market over the past 12 months and examines how AI, automation, and customer data platforms are reshaping marketing and sales services.
Among the report’s key findings:
- Marketing and sales are moving from channel-centric execution to intelligence-driven growth. Providers are building AI-enabled commercial operating systems that connect customer intelligence, content, marketing operations, and sales execution, helping organizations align activities around connected growth outcomes.
- AI is changing buyer discovery and commercial decision-making. Enterprises are investing in AI visibility, measurement, and reusable commercial knowledge, while providers expand capabilities in customer intelligence, revenue operations, and AI-powered orchestration.
- Growth functions are converging around shared revenue outcomes. Brand, demand generation, content, sales activation, and measurement are increasingly being aligned through integrated, platform-led operating models.
- Competitive differentiation is shifting from workforce scale to platforms and intelligence. Providers are investing in proprietary intellectual property, agentic workflows, and AI-ready operating environments, while hybrid commercial models seek to link technology, delivery, and performance.
“Providers are responding by building AI-enabled commercial operating systems that combine customer intelligence, marketing operations, content, and revenue execution,” said Joe Hogan, Distinguished Fellow at Avasant. “Competitive differentiation is shifting from workforce scale to platform capabilities, IP, and AI-powered delivery.”
The findings point to a broader transformation in how enterprises organize and measure marketing and sales. As AI influences buyer discovery and decision-making, organizations are moving beyond isolated campaigns and channel-specific activity toward connected growth models that integrate customer intelligence, content, marketing operations, and sales execution.
Enterprises will need to strengthen data foundations, invest in AI visibility and measurement, and align brand, demand generation, and sales activation around shared revenue outcomes. Service providers, meanwhile, will need to differentiate through platform capabilities, proprietary IP, AI-powered orchestration, and commercial models that connect delivery to measurable business results.
Evaluating the evolving provider landscape
The Marketing and Sales Business Process Transformation 2026 RadarView™ assesses providers across practice maturity and future-proofing, including partner ecosystems, investments, and innovations. The research recognizes providers in five categories: Leaders, Innovators, Disruptors, Challengers, and Tech Pioneers. The RadarView includes detailed profiles of 24 recognized providers and four tech pioneers, covering capabilities, client engagements, partnerships, investments, innovations, delivery models, and analyst assessments.
The research helps enterprise decision-makers understand evolving market dynamics, compare provider capabilities, and identify potential partners to modernize marketing operations, revenue operations, customer intelligence, content supply chains, campaign orchestration, and sales enablement.
Read the research:
Marketing and Sales Business Process Transformation 2026 RadarView™:
Marketing and Sales Business Process Transformation 2026 Market Insights™
Media Contact
Shael Roopchand
Senior Director, Corporate Strategy
Avasant
Email: shael.roopchand@avasant.com
www.avasant.com