B2B State of Martech & Revenue Operations 2026

The 2026 gap: why most B2B revenue teams are investing more and executing less.

The B2B State of Martech & Revenue Operations 2026 report surveys 201 senior marketing, sales, and revenue operations leaders at enterprise B2B organizations (2,500+ employees) to map where the real execution gaps lie, and what to do about them.

Discover what enterprise B2B revenue leaders told us about:

• Navigating a more complex buying environment: 53% say their technology buying committee has grown in the last 12 months — meaning longer cycles, more stakeholders, and higher operational demands on revenue teams.
• Closing the execution gap: Process & Operations is the lowest-scoring pillar in LXA's maturity framework for the third consecutive year, with 47% citing manual processes that cannot scale as their top lead management failure.
• Deploying AI where it counts: AI adoption is near-universal in intent but concentrated in low-risk use cases. The closer to pipeline, the lower the adoption — and only 50% are confident they can govern AI safely at scale.
• Fixing lead management before it breaks pipeline: Only 26% of organizations have SLA enforcement on lead routing, and more than 1 in 3 cannot confirm that every lead reaches the right person at the right time.
• Benchmarking against peers: Four years of LXA's 5Ps maturity data shows where enterprise revenue operations is improving fastest — and where progress has flatlined.
• Acting on six clear imperatives: From strengthening operational discipline before scaling AI, to improving cross-functional governance and simplifying platform fragmentation before the gap between prepared and unprepared organizations widens further.