Market Snapshot
The Anonymous Committee: How Enterprise Tech Decisions Get Made Before Sales Engages
Q4, 2026
Enterprise technology decisions are made by a buying committee that marketing never sees. Finance, IT, security and the business line each evaluate the solution on their own terms. They stay anonymous until the shortlist is set. Their signals scatter across product usage, intent data, CRM records, and web behavior, and none of those systems talk to each other. By the time sales engages, the decision is largely made.
The Anonymous Committee, created in partnership with Adobe and AWS, explores why lead-based brands arrive late to their own deals. Drawing on Incisiv and Adobe research with high-tech B2B firms, it outlines four imperatives for building an account intelligence layer that makes the buying group visible. These span the unified account record, a content engine built for AI-driven discovery, real-time orchestration, and account-level measurement. Together, they put the brand back in the deal before the window closes.
FOUR KEY B2C COMMERCE IMPERATIVES
Incisiv
Here’s a preview of the report. The full report is available for free download via the form below.
As consumers continue to reshape their expectations,
enterprises must contend with a uniquely challenging landscape.
The consumer technology landscape is forever changing.
From Pinterest to TikTok, WeChat to Instagram, new experiences can rapidly gain consumer adoption and relevance.
From augmented reality to voice, smartwatches to chatbots, consumers are constantly embracing new interaction paradigms.
Commoditized convenience is eroding loyalty and margin.
Consumers expect convenience. If you can't deliver it, they'll go elsewhere - e.g. next day shipping becoming the new standard.
Walmart will reportedly lose USD 1 billion on eCommerce revenue of USD 21 billion this year as it faces challenges in its bid to complete against Amazon – from trouble integrating its DNVB acquisitions to impact on margin from its next-day delivery operations.
Consumers value experiences that are curated to fit their lives better.
They want to engage, be served, and transact at their time, their pace, their place. They have little patience, infinite choice and the freedom to swipe left at the slightest hint of friction.
