About the Survey

Our Value Management Survey asked program owners to respond to 28 questions covering three key areas of VM program management:

VM Program Structure
VM Program Operations
Business Impact

Profile of Respondents

As in previous years, the 2026 survey grouped results by company size, grouping participants into three revenue categories.

Less than $1 billion
$1 billion to $10 billion
$10 billion or more

Our respondents included many segments within high tech—from traditional hardware and software providers to cybersecurity and cloud/SaaS companies to BPO organizations. As we look to expand on participation in our research next year, we will look to capture more B2B data from companies outside of high tech. The majority of companies operate both customer success and value management programs.

Most respondents are headquartered in the U.S. and Europe. Participation increased notably this year, with a broader mix of company sizes—including expanded representation from small and mid-market organizations. Companies surveyed range in annual revenues from under $100 million to over $50 billion.

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Executive summary

Value management (VM) continues to gain momentum and become a key part of leading organizations’ go-to-market strategy. This survey provides a snapshot of the current state of the value management industry, equipping sponsors with valuable data to support future program growth and innovation. Conducted in the summer of 2025, the survey gathered insights from participants across a broad spectrum of industries worldwide. We are excited to see expanded participation in this year’s survey and a broader view of the state of the industry with the inclusion of many new programs.

AI transformation

The transformative role of AI represents the most significant development in the value management landscape. An overwhelming 86% of programs now use AI for research activities, 57% for content creation, and 14% for business case support. Combining AI with modern VM tools can eliminate current barriers to revenue and customer growth and revolutionize how teams conduct customer research, generate insights, and deliver personalized value propositions at scale—fundamentally shifting value management from a resource-intensive expert function to an agile, scalable competitive advantage that can reach far more customers and deals than ever before possible.

See tabs on the right for more information.

Executive summary

Value management (VM) continues to gain momentum and become a key part of leading organizations’ go-to-market strategy. This survey provides a snapshot of the current state of the value management industry, equipping sponsors with valuable data to support future program growth and innovation. Conducted in the summer of 2025, the survey gathered insights from participants across a broad spectrum of industries worldwide. We are excited to see expanded participation in this year’s survey and a broader view of the state of the industry with the inclusion of many new programs.

Challenges and opportunities

However, significant challenges remain. Despite proven ROI, 86% of programs still deliver business cases for less than half of their deals, and tool adoption among sales teams averages only 34%. These gaps underscore the need for more scalable, user-friendly solutions that integrate seamlessly into the sales process.

See tabs on the right for more information.

Executive summary

Value management (VM) continues to gain momentum and become a key part of leading organizations’ go-to-market strategy. This survey provides a snapshot of the current state of the value management industry, equipping sponsors with valuable data to support future program growth and innovation. Conducted in the summer of 2025, the survey gathered insights from participants across a broad spectrum of industries worldwide. We are excited to see expanded participation in this year’s survey and a broader view of the state of the industry with the inclusion of many new programs.

Key trends

The survey highlights several important trends shaping the industry's evolution. Strategic offshoring has emerged as a critical enabler, with 45% of programs now leveraging offshore resources—up dramatically from 13% in 2024—allowing teams to expand capabilities without proportional budget increases. Most programs (68%) now operate as dedicated functions within sales organizations, reflecting value management's growing recognition as a revenue driver rather than a support function.

See tabs on the right for more information.