Insights
Insights
Thinking from our consultants
Practical articles on B2B strategy, pricing, key accounts, capability and AI, written by the consultants who do the work. Articles open on the current mkt-edge.com site.
Point of view
What we are seeing in 2026
Short, answer-first pieces on the market shifts our clients ask about, first shared with the Market Edge Alumni Network on LinkedIn.
AI and commercial teams · October 2026
How do you know AI has actually been adopted in your commercial team?
AI has been adopted only when the decisions that matter change, not when usage rates go up.
Read →Procurement and pricing · August 2026
What does AI-driven procurement mean for B2B differentiation and price premiums?
As buyers automate supplier comparison and technical evaluation, they remove many of the human touchpoints where B2B differentiation is created and explained.
Read →Agriculture · September 2026
What does record farm debt mean for agricultural input suppliers?
US net farm income is down about 16% from its 2022 peak while farm sector debt has reached a record, so growers are optimizing return per acre and cutting input costs.
Read →Market analysis · July 2026
Is a falling price a sign of efficiency or oversupply?
A price drop from genuine cost efficiency and a price drop from overcapacity look identical on a chart, but only one is structural.
Read →Volatile markets · April 2026
Why do purchase criteria shift in volatile markets?
In volatile, uncertain markets, supply assurance and lead time can quickly become the criteria that decide a purchase, and share and price move with them.
Read →Value and differentiation · April 2026
Which purchase criteria actually drive B2B buying decisions?
Most technical performance criteria in B2B applications are table stakes: every credible supplier meets them.
Read →Capability · October 2026
Is your marketing team capable of delivering the 2027 plan?
Budgets for next year usually expect both top- and bottom-line growth, but few companies check whether marketing has the capability to deliver them.
Read →Customer experience · July 2026
Can packaging and delivery be the differentiation?
Yes.
Read →The Advisor
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Marketing Capability & Commercial Excellence
Marketing Capability & Commercial Excellence expertise →Building the Commercial Excellence BlueprintMarketing Capability & Commercial Excellence · [Author] · Aug 2026Assessing and Developing the Marketing Capability Required to WinMarketing Capability & Commercial Excellence · [Author] · Jul 2024
[New] The Commercial Capability Maturity Model for 2026, Including AI LiteracyTo write
Sales Excellence & Key Account Management
Sales Excellence & Key Account Management expertise →Account Based MarketingSales Excellence & Key Account Management · [Author] · Mar 2025Navigating Price Hikes: Lessons for Key Account ManagersSales Excellence & Key Account Management · [Author] · Apr 2024It's Time to Update Key Account PlansSales Excellence & Key Account Management · [Author] · Feb 2024Key Account Management: Two Relationships in ParallelSales Excellence & Key Account Management · [Author] · Jul 2020
[New] KAM with AI Account Intelligence: What the Key Account Manager Still OwnsTo write
Strategic Marketing & Growth
Strategic Marketing & Growth expertise →Supply Assurance as Competitive AdvantageStrategic Marketing & Growth · [Author] · Jun 2026Build the Strategic Marketing Logic for GrowthStrategic Marketing & Growth · [Author] · Jan 2026Value Chain: The Missing InsightStrategic Marketing & Growth · [Author] · Nov 2025Purchase Criteria Insights Lead to a New Go-to-Market ModelStrategic Marketing & Growth · [Author] · Aug 2025VUCA in B2B MarketsStrategic Marketing & Growth · [Author] · Feb 2025Right to WinStrategic Marketing & Growth · [Author] · Nov 2022
[New] Segmentation in 2026: From Data Clusters to Needs-Based SegmentsTo write
Pricing & Value
Pricing & Value expertise →Pricing Confidence in Uncertain MarketsPricing & Value · [Author] · Mar 2026Understanding the Value of a Unique OfferPricing & Value · [Author] · Oct 2025Analysis of Transactional Data Powers Profitable B2B GrowthPricing & Value · [Author] · May 2024Ensure Price Changes Do Not Erode Your Value PropositionPricing & Value · [Author] · Jun 2023
[New] AI Pricing Tools: What They Get Right and Where Humans Must DecideTo write
Innovation, Portfolio & Customer Insight
Innovation, Portfolio & Customer Insight expertise →Surveys Generate Data That Produce Actionable InsightsInnovation, Portfolio & Customer Insight · [Author] · Jul 2023Customer Experience in the EV MarketInnovation, Portfolio & Customer Insight · [Author] · Jun 2021Product Improvement and Innovation in the Gum AisleInnovation, Portfolio & Customer Insight · [Author] · Jan 2020
[New] Synthetic Respondents vs Real Customers: When AI Research Is EnoughTo write
AI & Commercial Teams
AI & Commercial Teams expertise →Strong SEO, Invisible Brand: Why It's Time to Rethink SearchAI & Commercial Teams · [Author] · Jun 2025Can AI Replace Strategic and Tactical Marketing Roles?AI & Commercial Teams · [Author] · Mar 2023
[New] AI Agents in B2B Buying: What Suppliers Must ChangeTo write