Top-performing companies aren’t thinking harder. They’re executing smarter. And it’s paying off. Bain’s 2025 Commercial Excellence and Revenue Growth Agenda confirms what many sales and revenue leaders already suspect: companies leading the pack consistently outperform by turning strategy into action and doing it at scale.
But even with strong market momentum, nearly one-third of B2B organisations missed their revenue goals last year. That’s because identifying the right growth levers is only half the equation.
According to Bain, B2B winners are focused on four key priorities:
- Harnessing AI, data, and tech to drive real outcomes
- Accelerating topline growth
- Preserving and expanding margin via intelligent pricing
- Increasing commercial productivity
In this blog, we explore how sales and revenue leaders are putting those priorities into practice and how Highspot’s unified, AI-powered enablement platform can help.
Harnessing AI, data, and tech to drive real outcomes
According to Bain’s 2025 B2B Growth Agenda, more than 90% of companies are experimenting with artificial intelligence (AI) and those deploying it at scale are meeting or exceeding their expectations. However, there’s room for improvement. Many organisations still treat AI as a standalone tool, rather than integrating it into key workflows like sales calls, content sharing, or coaching.
Modern sales enablement platforms like Highspot help solve that by embedding AI directly into reps’ daily tasks. With seller activity, buyer engagement, training progress, and CRM data in one place, you get a complete view of sales performance.
Say you notice a dip in win rates for commercial accounts. You could guess the cause—or use Highspot to pinpoint exactly where deals stall. Maybe your reps are getting stuck because they skipped objection-handling content. Or maybe they’re losing traction due to pricing misalignment.
Highspot Copilot can analyse calls, review pitches, and deliver timely coaching through personalised nudges. Before a meeting, your rep might get a reminder to share relevant content or proactively address pricing concerns. This kind of support pays off. Organisations that use AI in their coaching programs are 20% more likely to improve revenue outcomes.
And because Highspot tracks how buyers engage with content—what they view, how long they spend, and when they drop off—it surfaces personalised follow-ups that help reps stay relevant and move deals forward.
With insight like this, you know exactly what’s working and how to help your team win more often.
Accelerating topline growth
Bain’s Growth Agenda also found that 80% of organisations say they run sales plays, but only 20% see a meaningful return. The difference? Most sales plays aren’t built for scale. They’re buried in static documents, scattered tools, or forgotten email threads.
And that gap shows up in the numbers. Bain also discovered that companies running true sales plays grew 2.2x faster than their peers and were more likely to hit or exceed revenue targets. It’s clear that adopting a few best practices isn’t enough. Teams that embed sales plays into their daily workflows outperform those who don’t.
Too often, reps don’t know where to find the right materials or waste time patching together resources across platforms. Meanwhile, execution varies by team or region because there’s nothing to reinforce consistent adoption. And when plays underperform, broken feedback loops make it hard to know what went wrong.
Highspot changes this by making your sales plays easy to access, easy to follow, and built right into the way sellers work. Instead of guessing what to say or send, your reps get timely guidance, objection-handling tips, and approved messaging.
Imagine your team is launching a new product. With Highspot, reps across every region follow the same playbook, get trained on the same positioning, and share content tailored to each stage of the buyer journey. If a play isn’t landing, you can see exactly where reps or buyers disengage and then adjust content, timing, or messaging for better results. Behind the scenes, Highspot tracks which content reps use, which plays move deals forward, and how buyer engagement changes over time.
With this kind of visibility, you can scale what works, scrap what doesn’t, and build a more predictable pipeline.
Preserving and expanding margin via intelligent pricing
As inflation stabilises, your buyers are less willing to accept price increases. To protect your margins, your reps need more than pricing sheets. They need value stories that resonate.
Bain’s Growth Agenda found that companies confident in their ability to raise prices, despite lower inflation, expected significantly stronger margin performance than their peers. To make a strong case for premium pricing, leading organisations are investing in tools and training that help reps clearly communicate differentiated value.
Many reps default to discounting because they don’t have the content or confidence to push back. Highspot helps your teams win on value, not price. With battlecards, competitive positioning guides, and playbooks built right into workflows, your reps have the information they need to clearly explain value. And with scenario-based coaching, they can practice objection handling before it happens live.
Imagine one of your reps facing pushback during a renewal. Highspot surfaces a relevant case study, ROI calculator, or other proof point that highlights your solution’s value. Even better, these materials are tailored to the buyer’s industry or persona. Instead of scrambling to justify pricing, your rep has the information they need to respond with confidence and protect the deal.
AI plays a key role in making timely support possible. Highspot tracks deal progress and engagement signals to recommend the right content at the right time, whether it’s an objection-handling deck or a pricing comparison sheet. This real-time support helps your reps confidently respond and keep the conversation focused on value.
With smarter pricing enablement, you don’t just protect margin. You close stronger and build lasting credibility.
Improving commercial productivity
Leading B2B companies are increasing sales and marketing investments, but they’re not just hiring more people. They’re winning by finding smarter ways to invest in their teams and help them perform at a higher level.
Bain’s Growth Agenda found that winners are increasing sales and marketing spend 3x more than laggards, with a clear focus on AI and automation. These commercial leaders are also prioritising frontline coaching, customer segmentation, optimising marketing spend, and improved tech adoption.
Still, many sales orgs rely on scattered tools, disconnected systems, and manual processes. In fact, 29% of companies use disparate go-to-market tools, even as the industry moves toward consolidation. These inefficiencies slow teams down, drag out onboarding, and chip away at productivity. And all that waste hits the bottom line.
Highspot fixes that by replacing fragmented systems with one connected, AI-powered platform. Everything your reps need—content, training, coaching, and insights—lives in one place so they can stay focused and move faster.
Imagine you’re launching a new product. With Highspot, you can roll out clear messaging, share playbooks and content from a single source, and track what’s working as reps act. If your reps aren’t using a playbook or buyers aren’t responding to content, you’ll catch the issue early and fix it before the team loses momentum.
Learning is also built into reps’ workflows. New hires ramp faster with structured onboarding, while more experienced reps stay sharp with just-in-time reminders and feedback from Copilot. Whether they’re reviewing pitches or simulating calls, your reps get practical, personalised coaching right when they need it.
And because Highspot integrates with tools like Salesforce, Slack, and Outlook, your reps don’t waste time jumping between platforms. The guidance they need shows up when they need it so they spend more time selling and less time searching.
With enablement baked into every step of the sales cycle, your team gets more done without burning out.
Turn the growth agenda into a GTM advantage
The future of growth belongs to companies that turn strategy into action, consistently and at scale. Highspot helps sales and enablement leaders do just that, with connected tools that bring together content, coaching, and real-time insights into the flow of work.
Want to know more about how top teams are making it happen?
Read the executive brief for a practical look at how leading organisations are using AI-powered enablement to drive results and stay ahead.
