B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
19%
19% -- story alignment rate for B2B companies (2026)
In the average B2B company, story alignment across internal teams sits at around 19%.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
19%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
25
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Product Marketing Alliance / Elliott Rayner
Primary
Tier B
https://virtual.productmarketingalliance.com/speaker/elliottrayner ↗
Source Article
Elliott Rayner | Positioning, Messaging & Storytelling Summit | Online
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Elliott
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Elliott Rayner has spent over a decade working in the sports industry, creating products for the FIFA World Cup and the Summer Olympics while working for Adida…
Original Research
Product Marketing Alliance / Elliott Rayner
· Original study ↗
Methodology
Based on State of Storytelling 2026 report analyzing 25 job descriptions across 23 companies and 21 industries
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B companies: 19% story alignment rate. Source: Product Marketing Alliance / Elliott Rayner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-story-alignment-19-percent-2026
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<blockquote cite="https://lighthousedata.io/data/b2b-story-alignment-19-percent-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>19%</strong> -- story alignment rate for B2B companies<br><small>Source: Product Marketing Alliance / Elliott Rayner (2026) · <a href="https://lighthousedata.io/data/b2b-story-alignment-19-percent-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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