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Win in today's B2B marketplace

Organizations are under pressure to grow in a dynamic market. Winning bigger and performing better today means aligning strategy, marketing, sales and service around the customer.

B2B buying has fundamentally changed. Buyers are more discerning, trust is harder to earn, and internal misalignment impacts performance. Leading organizations are reinventing how they grow, breaking down silos and uniting their go-to-market. Creating new B2B customer experiences enabled by more integrated process, more harmonized data, scaled AI and deep customer insight. Accelerating impact and unlocking outsized results.

DATA

50%

of B2B buyers say collaboration and cross-functional complexity is making purchase decisions harder. 1

91%

of B2B buyers use advanced AI in the buying process. They want faster answers, greater transparency and risk-mitigation. 2

65%

of B2B buyers say solution providers could have done more to make the buying process easier. 3

New demands are reshaping B2B growth

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Buyer expectations are changing

Decision-makers are more empowered, more demanding, and less patient, but they’re grappling with macroeconomic uncertainty, budget constraints and intense internal scrutiny—compounding an already challenging purchase process. Providers must align strategy, marketing, sales and service around evolving customer needs to compete—and win—in this environment.

Deep insights power impact

ROI, innovation, and deep expertise—not just price—are what drive customer loyalty and growth. In fact, 62% of enterprise buyers are now more willing to share business insights with providers, and 72% are more open to joint innovation than they were a year ago. Understanding these dynamics enables sharper strategies, deeper partnerships and stronger business impact.

Retention is now a defining advantage

High performing organizations are focusing on customer retention as a strategic priority. B2B customer success is not only about how to partner today, but how to help customers be ready for tomorrow. Growth depends on deepening existing relationships and delivering continuous value throughout the lifetime—not just closing the deal.

AI is reshaping buying and selling

85% of buyers say advanced AI has made it easier to understand and compare solution provider content, and three-quarters believe it’s helped them make better purchase decisions. Winning providers must adapt to this new era of AI-enabled discovery and deliver proactive, relevant and AI-optimized data feeds and engagements throughout the buyer journey.

What you can do

Shape your GTM approach around what matters most to your customers, aligning strategy, marketing, sales and service to drive trust and growth.

Design more harmonized B2B customer experiences fit for the agentic AI era, reinventing customer interactions throughout the journey for data rich, AI native engagement.

Deploy account-based marketing and cross-functional orchestration to deepen strategic relationships, unlock expansion and deliver profitable growth.

Build original, evidence-based thought leadership that demonstrates your expertise, differentiates your value, and helps customers solve their most critical challenges.

Activate partner channels and ecosystem value to deliver integrated solutions and accelerate growth across new segments.

Enhance every stage of the customer journey, from acquisition through to advocacy, to drive retention, cross-sell and ROI.

Transform your operating model, leverage data and AI, and drive alignment and efficiency across all functions seamlessly end to end.

Our leaders

Alisha Lyndon

Managing Director – B2B Customer Growth lead, Accenture Song UK and Ireland

LinkedIn

Meta Karagianni

Managing Director – B2B Customer Growth, Accenture Song UK and Ireland

LinkedIn

Sarah DeFreitas

Managing Director – B2B Customer Growth, Accenture Song North America

LinkedIn

Sai Tulluri

Managing Director – B2B Sales and Commerce, Accenture Song UK and Ireland

LinkedIn

1,2,3 Client Buying Index

Drawing on fresh input from more than 350 enterprise decision-makers responsible for consulting and technology investments over $500,000—combined with decades of longitudinal data—this year’s Client Buying Index study examines how B2B purchasing behavior is evolving. The research uncovers shifts in buying roles and group dynamics, emerging decision-making patterns, and the growing influence of generative AI on high-value consulting and technology spend. The quantitative fieldwork was conducted in March-April 2025.