What We Learned About B2B Growth in 2024

Hard-won lessons from 2024 reveal that sustainable B2B growth is a function of systems, not individual effort or silver bullets.

Key Observations

• Relationship Models Broke: Scalability hit a wall when growth was solely dependent on founder social capital.
• Expansion Nuance: Firms learned that Dubai playbooks don't automatically work in Riyadh.
• AI Realism: AI's value shifted from "replacement" to automating the admin friction that stalls sales teams.

AI did not replace salespeople. It replaced the 50% of their job that wasn't selling.

The Takeaway

Sustainable growth is a function of systems. Don't repeat the same mistakes in 2025; build a repeatable engine to complement your relationships.