Navigating the 2026 B2B Reality
Danish B2B companies are in the midst of a transition that, on the surface, resembles yet another cyclical shift, but in practice is far more fundamental.
Economic uncertainty, geopolitical instability, accelerating technological development, and significantly changed buying behavior have together altered the conditions for how growth is created and sustained.
This presentation is based on a study of 169 Danish sales and marketing leaders from medium-sized and large B2B companies. The data points unequivocally to one conclusion: the challenge is not a lack of ambition, but an inability to turn insight into action.
Companies are well aware that the interplay between marketing and sales is critical—but few have actually succeeded in establishing it. They expect customer buying behavior to become more complex – yet only a minority systematically invest in understanding it. They see AI as a decisive driver of future competitiveness but only a few have concrete implementation plans. And at the same time as resources are under pressure, many choose to insource more tasks and further increase complexity.
This presentation argues that the next phase of the B2B market will not be won through more tactical initiatives, more tools, or higher activity levels. It will be won through clearer strategic choices, stronger leadership direction, and a more coherent commercial system in which marketing, sales, technology, and brand work toward the same goal.