In Rethinking B2B Marketing Execution: The Age of Execution Reinvention, a report by Avasant commissioned by 2X, we examine how enterprise CMOs are redesigning how work gets done.
The data is clear: the current model can’t keep up with pipeline goals, but leaders are already shifting. Here’s how enterprise marketing leaders are reinventing execution: 

• • Growth impact: Redirecting up to 20% of total budget from fixed staff costs into high-yield demand programs that expand pipeline. 
  • Budget efficiency: Channeling nearly $400 billion already outsourced to partners who provide specialist talent on demand with no long-term overhead. 
  • Execution velocity: Embedding AI to cut content-to-launch cycles by 20–30%, accelerating time-to-revenue. 
  • Strategic focus: Freeing internal teams to spend 30% more time on strategy, brand, and GTM orchestration while partners own execution. 

What the data reveals

• • Where the $1 trillion spent in B2B marketing goes and why almost $400 billion is already outsourced  
  • How AI-enabled, hybrid models deliver 20–30% faster time to market with leaner teams 
  • The real drivers behind outsourcing (hint: revenue velocity beats cost-cutting) 
  • Which marketing functions are accelerating fastest toward outsourced execution, and why 60% of campaign execution is already handled by external partners 
  • The pressure to deliver more won’t ease. This report shows how CMOs are meeting demand without waiting on headcount, approvals, or system overhauls. 

If your team is stuck in a cycle of overwork and under delivery, this is the model shift that breaks it. Execution has become the difference between CMOs who hit growth targets and those who fall behind. This report shows how the leaders are scaling smarter, not bigger.