B2B buying groups are becoming larger, more complex and harder to influence as AI reshapes how buyers discover and evaluate vendors. Meanwhile, disconnected data, fragmented sales and marketing teams and outdated go-to-market (GTM) strategies make it harder to engage decision-makers and drive growth. This report explores how organisations can better understand buyer groups, align their GTM efforts and turn increased activity into measurable commercial results.

Based on research involving 200 senior GTM leaders, the 2026 Buyer Group Index, commissioned by Pretzl in partnership with the Association of National Advertisers (ANA) and conducted by NewtonX, benchmarks 28 best practices against key commercial outcomes. It reveals where organisations are performing well, where critical gaps remain and how connected data, integrated planning and buyer-focused engagement can improve pipeline performance, efficiency and growth.

In this report, you'll learn how to:

• Understand and engage complex B2B buying groups
• Align sales and marketing for stronger GTM performance
• Connect customer data and technology systems
• Improve buyer engagement and influence purchasing decisions
• Benchmark GTM maturity and prioritise improvements
• Accelerate pipeline growth and commercial performance