The gap nobody is closing

Introduction

For the third consecutive year, LeadFabric has partnered with 6sense to bring the Buyer Experience Study to B2B commercial teams.

Kerry Cunningham and the 6sense research team do the hard work of collecting and interpreting the data. Our job is to answer the question the data leaves open. Every year, the same thing happens. Leaders read the study. They nod enthusiastically. They share it with their teams. And then the next quarter looks exactly like the last one.

The problem is not the research. The problem is the gap between knowing and doing. Between a finding that makes sense in a meeting room and a decision that changes how you spend your budget, brief your agency, or run your next campaign.

This report is not a summary of the 2026 findings. Read the full 6sense report for that. This is a guide to what you should do differently because of them. Seven recommendations, grounded in the 2026 data, each with a direct implication for how you go to market in 2027.

Who This Is For

CMOs who get the study but are struggling to get their teams to act on it. CMOs who understand the theory but cannot see the path from insight to execution. Demand generation leaders who want to build programs that move pipeline, not just produce reports. Marketing leaders who know the playbook is broken but are not sure what to replace it with. Sales leaders who know exactly how buyers behave and want marketing to finally keep up.