Challenges for Sales and Marketing in 2026 and How to Prepare Teams
1. Introduction: 2026 will be the year in which the opportunities will be as great as the challenges
Digital transformation propels sales and marketing to a new level. AI is embedded in virtually every process, but It's not enough to have technology — you need to know how to use it correctly. Many initiatives fail not because of a lack of tools, but because of a lack of organizational preparation, reliable data, or appropriate skills.
Winning companies will be those that anticipate not only trends, but also challenges - and prepare their teams to overcome them.
2. Challenge 1 — AI skills and training gaps
Despite the explosion of AI tools, a significant part of professionals still do not know how to use these technologies strategically:
- 70% of professionals don't receive AI training on the part of their companies.
- 43% of professionals say they don't know how to extract full value from AI.
This gap translates into teams using AI only for basic tasks, instead of applying it as a competitive advantage.
How to prepare teams
- Invest in ongoing training, with a practical focus on the use and governance of AI.
- Offer internal certifications in tools, methodologies, and frameworks.
- Create knowledge sharing routines between teams.
3. Challenge 2 — Data quality and integration
As highlighted in research, Bad data impedes AI's success — from prospecting failures to inaccurate forecasting.
Common situations:
- outdated bases
- fragmented data across systems
- lack of data governance
How to prepare teams
- Establish clear data governance processes.
- Invest in integration and data synchronization tools.
- Educate teams about the importance of first-party data and continuous hygiene.
4. Challenge 3 — Ethical Barriers and Privacy
AI creates value — but it also raises ethical and privacy issues, from embedded biases to the misuse of personal data.
Companies that neglect these issues may face:
- loss of customer trust
- regulatory sanctions
- reputation crises
How to prepare teams
- Create clear internal policies about the use of AI and privacy.
- Train teams in “ethical AI”.
- Regularly monitor models to identify biases or problems.
5. Challenge 4 — Survival in a fast-paced competitive landscape
With increasing adoption of AI, the line between those who grow and those who will be left behind narrows. Companies that don't modernize their sales and marketing processes with AI in 2026 will face:
- Decrease in productivity
- loss of relevance
- fragmented funnels
- less engaged customers
- unpredictable pipelines
How to prepare teams
- Map operations and identify bottlenecks that AI can solve.
- Prioritize initiatives that bring value faster.
- Create squads or innovation cells focused on AI.
6. Challenge 5 — Change Management and Organizational Culture
Technology alone doesn't guarantee results. Adopting AI requires profound changes in organizational culture and work processes.
Mismanagement of change can result in:
- internal resistance
- lack of alignment between sectors
- inconsistent use of technology
How to prepare teams
- Communicate vision and purpose clearly.
- Involve leaders as agents of change.
- Encourage fast drivers with clear metrics.
7. Challenge 6 — Expectations versus reality
Many companies start AI projects with inflated expectations—expecting immediate results—but without considering:
- integration cost
- data quality
- technical expertise
- Adoption time
How to prepare teams
- Establish realistic metrics
- Plan implementation phases
- Monitor ROI with rigor
- Adjust strategies according to usage data
8. Challenge 7 — Hybrid Competencies and New Professional Roles
The adoption of AI redefines functions. Sellers and marketers need to develop hybrid competencies:
- analyze data in depth
- understand AI models and prompts
- interpret insights and translate them into actions
- combine human empathy with AI-generated outputs
According to industry reports, the professionals who best collaborate with AI - combining Prompt Engineering, strategic capacity and empathy — will be the most valued in 2026.
How to prepare teams
- Update hiring criteria focusing on hybrid competencies.
- Provide training in data interpretation and AI.
- Promote a culture of collaboration between humans and AI.
9. Challenge 8 — Transparency and customer trust
With AI generating personalized insights and messages, customers expect transparency and clarity about how their data is used.
Trust issues can lead to:
- Abandonment of working days
- complaints
- retraction of engagement
How to prepare teams
- Create transparent communication policies with leads and customers.
- Explain how AI helps personalize experiences without violating privacy.
- Provide mechanisms for choosing and controlling your own data.
10. Conclusion: The Challenges of 2026 are real - but surmountable with strategy and preparation
The sales and marketing landscape in 2026 presents great opportunities and simultaneous challenges. AI is at the core of this transformation, but technology is only effective when combined with:
- Data-driven strategies
- Clear processes
- Qualified teams
- Adaptive culture
- Ethical governance
To navigate successfully, companies need to anticipate challenges, train teams, and build internal structures that enable AI as part of the core of operations - not as a complement.
A Nuvia, with its platform of AI Agents ALLBOUND and integrated Data Intelligence, puts companies at an advantage, helping to overcome not only trends, but also the obstacles that 2026 presents.
