Saul Marquez breaks down why one number in a new agentic AI survey matters more than the ones ranked above it. Thirty-one percent of B2B go-to-market leaders name change management friction as a barrier, and it hides inside almost every other problem on the list. In healthcare, where cycles are long and systems are fragmented, that friction is where revenue quietly leaks out.
Key takeaways:
31% of UK and US B2B GTM leaders name change management friction as a barrier to agentic AI adoption (Revsure, State of Agentic AI in B2B GTM)
Higher-ranked barriers: security and privacy (54%), accuracy and reliability (47%), data integration (44%), lack of in-house expertise (32%)
Change management rarely appears on its own. It hides inside data integration, expertise gaps, and distrust of AI outputs
Healthcare multiplies the friction: long sales cycles, multiple decision-makers, compliance, fragmented systems, competing versions of the truth
Revenue leaks when marketing goes data-driven but sales trusts its own notes, or when comp still rewards siloed behavior
The teams that win treat change management as a commercial discipline: define the behavior, align incentives, reduce friction, and check whether the work actually changed
Do this today:
Pick one rep and have them walk you through how they actually worked a recent deal. Compare it to how you told them to work six months ago.
Define one specific behavior change for one team, and tie it to how that team is measured.
Links:
Read the full newsletter for the complete breakdown: https://www.linkedin.com/pulse/change-management-hidden-revenue-killer-healthcare-gtm-marquez-bx95e/?trackingId=pIQ%2BpSavRrOH9SvkaN6qUA%3D%3D
Full report: The 2026 State of B2B Go-To-Market (GTM): From Activity Engine to Revenue Discipline: https://www.outcomesrocket.com/blogs/the-2026-state-of-b2b-go-to-market-gtm-strategy-from-activity-engine-to-revenue-discipline