Today, executive priorities have shifted under market pressure. The emergence of AI and digital technologies, a shortage of critical skills, and a competitive marketplace have created an urgent imperative for leadership. As a result, leadership is demanding that GBS do more to support revenue and growth.
The findings from SSON Research & Analytics' latest survey show that the industry clearly recognizes this shift, with many GBS leaders now asking themselves the question: How do we reposition GBS from an organization that protects enterprise value through efficiencies to one that actively creates value through capabilities?
Published September 2026
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