By the numbers: The survey of over 1,100 senior executives found:

42% of companies missed their revenue targets in 2025, an increase from 32% in 2024.
This comes as companies expect 20% higher revenue growth rates in 2026 compared to last year.
Despite recent performance, 91% of executives are confident they will meet their 2026 targets.

The big picture: The report identifies two critical areas where most companies are struggling: capturing the full value of AI and clearly defining their value proposition to customers.

"Volatility is now a constant condition for B2B companies, not a temporary disruption," said Jamie Cleghorn, Global Head of Bain's Customer practice.

Zoom in: While 90% of executives report experimenting with AI, many lack the infrastructure to make it effective.

60% of respondents said their data foundation is not robust enough or their technology isn't ready to scale AI, limiting its impact.
Companies that successfully embed AI into their day-to-day operations achieve twice the AI-driven revenue growth of their peers, the report notes.

Between the lines: A fundamental lack of differentiation is also stalling growth.

Only 4% of executives surveyed said their organization has a strong, consistently understood value proposition.
Companies with a clear value proposition achieved 19% revenue growth in 2025, significantly higher than the 12% growth for those without one.

See the full 2026 B2B Growth Agenda report here:

SURVEY: Executive Confidence Clashes with Reality of Rising Revenue Misses

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