B2B Companies Struggle with Narrative Coherence According to New Study

A new benchmark from kompeld, a company that specializes in narrative systems for B2B technology firms, reveals that many companies are failing to effectively communicate their value propositions. The study, which evaluated 150 B2B technology company narratives, found that only a handful of firms are successfully making a strong case and providing proof of their solutions.

The Narrative Coherence Benchmark, released today, provides a quantitative measure for evaluating the clarity and effectiveness of B2B company stories. According to the report, half of the companies scored average or below on a 5-point coherence scale. Companies that scored higher on the benchmark experienced significantly faster growth, with those achieving a 4.0 score seeing a median 12-month headcount growth rate of 26%.

Ryan Morel, CEO of kompeld, emphasized the importance of narrative coherence in driving business growth. "This benchmark demonstrates that narrative doesn't have to be a matter of taste. It's a measurable, revenue-driving asset."

The study found that while 75% of companies can clearly describe what their product does, only 43% make a strong case for why a buyer should care. Companies that both make a strong case and provide proof of their solutions experienced the highest growth rates, with a median 38.5% increase in headcount over 12 months. Those with a strong case but unproven solutions grew at a median rate of 14.5%, while those with strong proof behind a weak case grew at 6%.

Mike Galgon, co-founder of aQuantive and Pioneer Square Labs, and CEO of Global Partnerships, highlighted the significance of the benchmark.

The benchmark evaluates narratives across six components in two sections: Narrative Premise, which assesses the case a company makes for change, and Narrative Resolution, which measures the company's solution and the proof behind it. The data exposes a wide execution gap across the industry, with fewer than 15% of companies scoring above 4.0 on the 5-point scale.

As audiences expand and purchases come under more scrutiny, B2B narrative coherence matters more than ever. Gartner reports that buying committees now contain up to 16 people, and 94% of business buyers use AI during the purchase process. Every buyer and AI engine interprets the same public story, and narrative gaps can lead to buying committee disagreements and project delays.

The Narrative Coherence Benchmark updates regularly and will continue to evolve as new companies join, existing companies update, and kompeld refines its scoring rubrics. The full H2 2026 Narrative Coherence Benchmark is available for review.

This study underscores the critical role of clear and compelling narratives in the B2B technology sector. Companies that can effectively communicate their value propositions and provide proof of their solutions are more likely to see significant growth.