The 2026 Growth Reset for Tech Companies

A Strategic Checklist for Aligning Growth Strategy With Today’s B2B Buyer

The start of a new year is one of the few moments when tech leaders can pause before execution accelerates. January is when growth strategies are tested against reality - before habits lock in and momentum compounds.

For B2B tech companies, the most important question to ask early is not “What should we do more of?” but:

Is our growth strategy aligned with how buyers actually make decisions today?

Research from McKinsey shows that companies that regularly reassess growth strategy outperform peers that rely on incremental optimization alone. Growth stalls most often when strategy lags market behavior - not when teams lack effort.

A January Growth Strategy Checklist for Tech Leaders

1. Is Your Growth Strategy Aligned to Modern Buyer Behavior?

Gartner research shows B2B buying committees are larger, more independent, and more digitally driven than ever. If your GTM approach assumes linear funnels or single decision-makers, conversion will suffer.

2. Are You Scaling What Works - or What’s Familiar?

Harvard Business Review has documented how organizations often double down on familiar tactics even as effectiveness declines. January is the right time to challenge assumptions-not reinforce them.

3. Is Growth Ownership Clearly Defined?

Bain research highlights that high-performing companies assign ownership across the full go-to-market lifecycle - marketing, sales, enablement, and revenue operations -not in silos.

4. Is Efficiency Built Into the Growth Model?

In 2026, efficient growth matters as much as absolute growth. Investors increasingly favor tech companies that can scale revenue without proportional increases in spend or headcount.

January Takeaway

Before adding campaigns, tools, or hires, alignment is the highest-ROI activity in January. Clear growth strategy sets the foundation for predictable execution.

Brightrose works with tech companies to realign growth strategy early - connecting positioning, demand generation, and execution around measurable outcomes. 

👉 Book a meeting with Brightrose to start the year with clarity.