Walker Sands

What began as experimentation with generative AI tools has quickly become embedded into everyday B2B marketing workflows. As buyer journeys grow longer and more complex, AI now supports content creation, personalization and search optimization across the

AI is transforming how marketing and sales teams work, but an equally important shift is happening on the buyer side. Buying journeys are becoming longer and less linear as buyers favor anonymous, self-directed research. The shift is weakening traditional

For years, one of the clearest signs of a mature B2B content operation was its ability to produce more. More content. Across more formats. For more audiences and channels. That made sense when content production itself was a constraint. But now, AI is cha

B2B revenue teams have more technology and data at their disposal than ever. Yet for many enterprise organizations, increased resources aren't delivering predictable business growth. A large part of the problem is go-to-market (GTM) waste. When sales, mar

B2B leaders know the goal: more predictable growth that's easier to scale. The challenge is turning ambition into coordinated action across teams, systems and measurement. That gap is the focus of Walker Sands' new 2026 B2B Growth Maturity Assessment. Bas