Research - Marketbridge

2025 B2B sales benchmarks

High-growth sales teams don’t just execute better—they think differently

What drives B2B SaaS sales teams to outpace their peers and achieve 20%+ YoY revenue growth? They’re not just working harder—they’re approaching sales with smarter strategies and tighter alignment. This first edition of our annual survey uncovers the mindset, tactics, and structures that set these high-growth leaders apart. Designed for sales leaders and CROs, it provides a clear roadmap to evaluate and activate growth opportunities with precision.

This report covers

Key differences between sales team archetypes: Steady Builders, Market Contenders, and Growth Leaders
Essential attributes of high-performing sales organizations
Building blocks to advance to the next level of growth
Five priority actions for sales leaders heading into 2025

Select insights

33% of high-growth companies set targets based on opportunity potential rather than existing revenue.
Growth leaders employ documented, long-term growth plans and segment-specific strategies while aligning closely with marketing teams
Leading sales teams operate with an average of three customer segments compared to two or fewer for lower performers.
Industry-specific targeting and account ownership strategies drive greater efficiency, with single account ownership boosting ACVs by 40% compared to hunter-farmer models.
Growth leaders align sales compensation with strategy, ensuring motivation and clarity of focus.

Whether you’re looking to optimize sales operations, align your team with strategic goals, or unlock the next level of performance, this report offers the clarity and direction needed to succeed in an increasingly competitive B2B SaaS landscape.

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2025 B2B sales benchmarks

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The impact of AI on go-to-market strategies, programs, and investments

Research and insights from high tech market leaders

Generative AI (GenAI) is beginning to revolutionize sales and marketing by enabling highly personalized customer interactions, automating complex processes, and providing deep data-driven insights. To explore this further, we surveyed high tech market leaders. The resulting insights can help inform the future of marketing and sales motions—and where to place investments to deliver more effective and efficient Go-to-Market (GTM) strategies—in the age of AI.

This report covers

Top areas of expected AI disruption
Timeframe for adapting new GTM models
Most promising areas for GTM disruption
Reimagining jobs to be done within marketing, sales, and strategy
Key inputs needed to optimize GTM performance in the AI era
Delivering on the promise—top areas of investment needed

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60% of respondents believe changing “Competitive Landscape” is the top area of expected disruption.
Over 54% of respondents recognize the urgency to explore new growth opportunities and fund these initiatives more swiftly due to the rapid pace of AI innovation.
58% of respondents predict the most significant change in selecting channels and routes to market.
While all leaders recognized the need for substantial investment requirements, not all agreed on where.

Whether you’re navigating the impact of AI on customer personalization, content development, or strategic agility, this report provides the insights needed to stay ahead of the curve.

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The state of marketing analytics

Where marketing analytics teams stand on the path to advanced analytics

While marketing analytics has grown exponentially over the last decade, it still struggles to provide value in many organizations. And with a recession uncertain, budgets face scrutiny for teams that cannot show substantial value.

We have developed a framework to assess maturity in marketing analytics. To understand the current state of marketing analytics across industries, we conducted a comprehensive benchmark study to assess a performance baseline and prioritize improvement areas. Within these pages, we hope to help marketing analytics leaders get a sense of where they stand and the improvement areas that matter.

This report covers

Direct-from-the-source challenges and priorities heard from marketing analytics leaders
Key insights on how organizations are maintaining, running, and growing their analytic functions
Go-forward actions for marketing analytics teams to improve processes and advance analytics

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67% of benchmarked organizations said that adding data to a centralized data lake requires centralized IT support and takes significant time to accomplish
38% said that no version control system is in place; code is saved locally or on network drives
More than 50% said they had limited to no data scientists or engineers
33% said they had no process to ensure campaigns, tactics, and cells were appropriately tagged

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A CRO’s guide to transforming the channel for XaaS success

Research and insights on optimizing channel strategy to outperform the competition

In facing an uncertain economic climate ahead, technology businesses are rethinking already complex routes-to-market and partner channels. Coupling uncertainty with the rapid progression to XaaS selling models, CROs are faced with a burning question,“How do I transform and future-proof my partner channels to drive efficient revenue growth in the subscription economy?”

Our analysis

In conducting both quantitative benchmarks and interviews with today’s fastest-growing technology leaders, we set out to highlight the challenges and priorities in 2023 and beyond. In addition, we present a clear path forward for CROs to transform their partner channels for XaaS success.

This report covers

The need for change accelerated by the uncertain economic climate
The value pivot occurring in the channel
Direct-from-the-source challenges and priorities heard from tech executives
Four steps to building a modern partner model

Select insights

Modern partners (MSPs, CSPs, SIs, ISVs) are 2X more likely to ‘Significantly Increase’ XaaS revenues in the next 5 years
Only 35% of respondents on average were ‘very satisfied’ with partner performance outside of initial opportunity identification
Executives are 3X more likely than managers to believe they are behind the competition in quantifying the right number/mix of partners to deliver target revenues

Thank you for Downloading

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High-growth sales teams don’t just execute better—they think differently

This report covers

Select insights

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s Next?

The next decade of Medicare Advantage: 2025 and beyond

2025 B2B sales benchmarks

Enabling marketing innovation in highly regulated industries

Research and insights from high tech market leaders

This report covers

Select insights

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s Next?

The next decade of Medicare Advantage: 2025 and beyond

2025 B2B sales benchmarks

Enabling marketing innovation in highly regulated industries

Where marketing analytics teams stand on the path to advanced analytics

This report covers

Select insights

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s Next?

The next decade of Medicare Advantage: 2025 and beyond

2025 B2B sales benchmarks

Enabling marketing innovation in highly regulated industries

Research and insights on optimizing channel strategy to outperform the competition

Our analysis

This report covers

Select insights

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s Next?

The next decade of Medicare Advantage: 2025 and beyond

2025 B2B sales benchmarks

Enabling marketing innovation in highly regulated industries

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