Summary
Heading into 2026, sales leaders must accept that volatility will be the rule and embrace it as an opportunity to change legacy processes, sales motions, and sales tech stacks that can no longer keep up with changing buyer expectations. Leaders must focus on new technologies that make sellers more efficient or eliminate friction points in buyer/seller interactions and new sales processes that make B2B buying feel more like consumer buying models. In this year’s planning guide, we share our advice on where to invest, divest, and experiment to help B2B sales, partner ecosystem, and enablement leaders make the right call.
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