White paper, CBS × FutureSalesGlobal, September 2026

The 4.0x Alignment Gap

Based on 1,400 B2B leaders surveyed in 2025, this whitepaper puts a number on that gap: the top 20% of B2B companies grow revenue from existing customers 4.0x more often than the rest. What separates them is alignment — in both directions, top-down and bottom-up — not budget.