Despite high confidence and ambitious growth targets, a growing number of companies are falling short of their revenue goals as they struggle with AI disruption and geopolitical volatility, according to a new report from Bain & Company.

Why it matters: The findings point to a widening gap between executive ambition and actual performance. While leaders remain optimistic, the survey suggests many are operating with commercial models that can't keep pace with rapid market and technological changes.

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:

SOURCE: Bain & Company

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