Recent B2B research highlights a critical shift in the commercial landscape. Gartner’s latest Future of Sales data reveals that 83% of B2B buyers now prefer digital self-service for gathering information over speaking directly to a sales representative. Combine this with the fact that standard sales cycles have compressed to 10 months as buyer research accelerates, and commercial teams are facing a distinct reality check: buyers are moving further down the funnel before ever initiating a sales conversation.
These findings broadly parallel many of the key trends that surfaced in the 2026 State of Sales Report, published by The Growth Hub.
The Alignment Imperative: Boardroom executives ranked aligning sales objectives with broader business strategy as their top priority (4.6 out of 5). With buyers demanding self-service options, strategic positioning must be unified across every touchpoint.
The Enablement Paradox: Whilst 59% of organisations established formal sales enablement functions in 2026, marketing and sales alignment remained the single largest operational friction point (2.9 out of 5).
Re-evaluating AI: AI adoption surged to 63% in 2026, but actual impact revealed a sharp divide. Leaders found AI highly effective for customer intelligence (6.6/10), but far less successful at replacing human SDRs (2.7/10) or driving accurate forecasting (3.9/10).
What Will 2027 Bring?
As we look ahead to 2027, the central challenge for sales leaders is shifting from adoption to impact. How will commercial teams rebuild buyer trust when prospect self-service dominates? Where will enablement budgets yield the highest return? And how are high-performing organisations balancing automated workflows with high-value human interaction?
To uncover these answers, we need your perspective.
We Want Your Insight
Whether you are driving revenue strategy from the boardroom, leading enablement teams, or operating on the commercial front line, your daily experience holds the key to understanding where the market is headed.
By taking part in the 2027 State of Sales Survey, you will help shape the UK’s most comprehensive benchmark for commercial strategy.
It takes under five minutes to complete, and all contributors will receive exclusive early access to the full 2027 report before general release.
