Companies struggle to translate data, digital tools, and AI into meanigful growth: report
Companies are investing in data, digital tools, and AI, but many are still struggling to translate that investment into meaningful growth, according to the 2026 Sales + Marketing Trend Report released this week by DeanHouston.
The company said the report offers a comprehensive look at how B2B organizations are navigating an increasingly complex commercial landscape.
Data and insights were culled from sales, marketing and C-suite leaders across industrial and technical markets — including oil and gas, pharmaceutical, food and beverage, automotive, and other manufacturing sectors.
“We’re seeing a consistent pattern across industries,” said Colton Stombaugh, executive vice president of products and services at DeanHouston. “Organizations have more tools, more data and more access than ever before, but there’s a disconnect between what they have and how they’re actually using it to drive decisions and revenue.”
The 2026 Sales + Marketing Trend Report uncovers several critical challenges facing B2B companies today:
- A persistent gap between revenue projections and actual performance
- High confidence in data paired with low utilization in decisions-making
- Misalignment between sales and marketing teams that slows momentum
- Uneven adoption of AI, with uncertainty around where it creates real value
In addition to surfacing key trends, the report delivers practical takeaways that help organizations better use data to guide strategy, strengthen alignment between commercial teams, identify where digital tools and AI can drive the greatest impact, and build more consistent, predictable paths to growth.
“The report gives leaders a clear view of where their organizations stand today while equipping them with the insight and direction needed to make smarter, more confident decisions and drive growth moving forward,” added Stombaugh.
The 2026 Sales + Marketing Trend Report is now available for download here: deanhouston.com/voice-of-the-industry-study-report-2026.
INDUSTRIAL SUPPLY MAGAZINE
The May/June issue of Industrial Supply magazine features an in-depth cover story about GHX Industrial. Plus, we're featuring articles by contributing writers Dr. Bharani Nagarathnam and Frank Hurtte, as well as interviews with numerous product and distribution industry experts.
