Despite having structured sales and marketing processes, most B2B companies still stumble when extracting value from technological tools designed to enhance commercial growth. This is revealed by the report Commercial Excellence and Revenue Growth Agenda 2025published by the consultant Bain & Company, after surveying more than 1,200 senior executives of the commercial area in 18 sectors globally.
The study shows a worrying disconnection between the sales strategy and its technological application. Although 80% of companies claim to have repeatable commercial processes, 70% fail to integrate them properly into platforms such as CRM, which seriously limits their impact on the results. Only two out of ten companies claim to have reached all the potential value of these tools.
“There is a real gap between what companies expected from technology and what they are really getting with it,” says Manuel de Soto, a bain & Company partner. “Those that manage to align their commercial strategy with technologies such as AI and CRM will be better positioned to accelerate their income growth.”
AI is used in most marketing functions
Artificial intelligence has already been installed in most marketing and sales functions, although with diverse degrees of maturity. 62% of companies have extended their use to more than two specific cases, and more than half believe that the results have exceeded initial expectations. However, many still fight with technical barriers, such as the lack of reliable data or the poor configuration of existing systems.
57% of the census states that the results of the AI applied to the sales area have exceeded their expectations
“The key is to adopt a systematic and quantifiable approach. Companies that are investing more in commercial technology not only obtain better results, but also increase their operational efficiency and the quality of their offer to the client,” says De Soto.
Another of the great challenges for B2B growth in 2025 is price management in a context of low inflation. Although the number of companies that believes possible to transfer customs costs through price increases grow, 67% cites competitive pressure and consumer resistance as main brakes. In addition, many lack the data analysis necessary to support pricing decisions, or face specialized talent deficiencies in this area.
Finally, the report emphasizes that improving the productivity of the sales force is among the three key priorities for next year. 54% of the executives consulted expect to see progress in this field, with sectors such as medical technology, telecommunications or logistics at the head of optimism. Among the identified levers include the advanced training of commercial equipment, the most accurate segmentation of customers and a smarter marketing allocation of marketing.
