European B2B marketers are heading into the new year with optimism — and a reality check. The market is volatile, buyer behaviors are shifting, and technology is rewriting the rules faster than most teams can adapt. The question isn’t whether to change but how to do it without losing focus.

The real story isn’t about bigger budgets. Yes, more than 80% of European marketing leaders expect to spend more this year. But the winners won’t be those who simply throw money at the problem. The winners will be those who align their teams, data, and partner ecosystems to move in lockstep toward growth.

Here’s what’s keeping CMOs up at night:

  • Partner ecosystems are under strain. Nearly a quarter of decision-makers say they’re struggling to engage and enable partners, even as indirect channels drive a majority of revenue.
  • Data is everywhere, but insight is scarce. Poor data quality, fragmented access, and a lack of integrated technology are slowing decisions and muddying campaign execution.
  • Internal silos and misaligned goals are costing marketers time and impact. Coordinating across agencies, field teams, and local markets is a daily battle.

So what’s the playbook for 2026? It’s not about chasing every trend but about getting the fundamentals right.

Here are three moves for marketers who want to win:

  • Make partner ecosystems a priority. If partners drive your revenue, treat ecosystem management as a core marketing function. Build dedicated capabilities, integrate partner data, and make engagement a boardroom topic — not an afterthought.
  • Turn data into decisions. Don’t settle for fragmented dashboards. Invest in technology that unifies data sources and enables real-time insight. Collaborate with CIOs to break down barriers and empower teams to act on what matters.
  • Align teams around customer value. The best campaigns start with clear objectives and end with measurable impact. Streamline processes, clarify roles, and ensure that every team — from sales to product — is rowing in the same direction. When marketing, sales, and product leaders share KPIs, growth follows.

European marketers are also doubling down on brand equity and productivity, but here’s the twist: The most successful organizations know that every country is different. Growth strategies that work in Germany may flop in Spain. The smartest CMOs limit their approach to two or three strategies per market, balancing regional synergies with local realities.

The bottom line? In a year defined by complexity, alignment is your growth engine. The leaders who get it right will turn volatility into opportunity, leaving their competitors scrambling to catch up.

Ready to see how your peers are tackling these challenges? Read the full report, European B2B Marketing In 2025: Challenges, Priorities, And Growth Strategies, for actionable insights, practical guidance, and a deep dive into country-specific perspectives across Europe. Want to discuss how these findings apply to your organization or market? Book a meeting with me to explore your next steps.