2025 B2B sales benchmarks

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.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

What’s Next?

Measuring marketing’s effectiveness

The pressure to measure marketing’s success is on. So, how do marketing and analytics teams truly answer “what’s really working & what’s not?” This whitepaper solves the CMO imperative of proving profitability and measuring marketing effectiveness.

5 areas where CMOs struggle in measuring ROI and where to focus

Despite a progression of technology, methods, and practices, we see 5 key challenges for CMOs driving and measuring ROI over the next decade. Download the whitepaper for an in-depth review of these 5 challenges.

The next decade of Medicare Advantage: 2025 and beyond

Learn how the next decade will reward Medicare Advantage leaders who embrace agility, analytics, and a member-first approach.

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

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

Select insights

  • 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.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

Build a more effective and durable revenue engine through customer success

Build a more effective and durable revenue engine through customer success

Transform your customer success function into a powerful engine of growth

Customer Success (CS) has evolved from a reactive customer service role into a strategic imperative for B2B organizations. This marks a fundamental shift towards proactive engagement, focusing on developing enduring partnerships and driving mutual success.

That’s why we’ve developed an actionable approach to transform CS functions from cost centers into powerful engines of growth. By deeply integrating CS with strategic business objectives, companies enhance customer satisfaction and retention—as well as unlock new revenue opportunities through upselling, cross-selling, and strong customer advocacy.

Download the framework for all the details on transforming your CS function and get our checklist of six to-dos.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

Unlocking growth through the power of key account programs

Unlocking growth through the power of key account programs

Transform key account management programs into indispensable tools

For all the promises Key Account Management (KAM) programs make around developing strategic relationships and driving consistent, predictable revenue growth, almost half of key account programs fail or need to be rebuilt (Gartner). Unsurprisingly, this dynamic has left commercial leaders wondering if the benefits outweigh the headache. That’s why we’ve created an actionable approach to enable commercial leaders to build and transform KAM programs into indispensable tools for unlocking growth.

Download the framework for all the details on developing a KAM program and get our checklist of five to-dos.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

Measuring the impact of brand marketing on business growth

Measuring the impact of brand marketing on business growth

Making the case for brand marketing

Businesses with direct customer ties have a unique advantage in driving sales. However, they often struggle to measure the long-term benefits of brand and upper-funnel marketing—focusing instead on short-term gains. The detrimental effect?  This oversight can lead to a drop in market share. A deeper dive into data and historical studies reveals that strategic brand investments are pivotal for long-term growth.

 

Download the framework for methods and examples on decoding brand’s true impact.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

This framework unpacks the value of brand and how to measure its impact, including...

The Imperative of Upper Funnel Strategy

Drawing insights from Les Binet and Peter Field’s groundbreaking study, we highlight the crucial role of maintaining an ‘Extra share-of-voice’ (ESOV) for ensuring market growth and impacting long-run demand generation performance.

Modeling the Impact of Brand Health

To measure a brand’s impact, a multi-stage modeling approach can unveil how brand health drives response.

A Case Study Example

How better brand health resulted in more efficient performance marketing for a streaming services business. In addition, how these results drove top-down strategic and operational impact.

The state of marketing analytics

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

Select insights

  • 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

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

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

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

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

Evaluating lead generation campaigns for long-term success

Evaluating lead generation campaigns for long-term success

Four-step approach to combat lead generation decline and strategy drift

Growing competition and increasing internal pressure often push marketing teams to focus on short-term gains and incremental performance improvements above all else. However, best-in-class marketing teams know that long-term success is dependent on periodically assessing lead generation campaign performance holistically to intentionally evolve campaign strategy and measure effectiveness.

 
 
Download the framework for a detailed look at the four steps you must take to evaluate your lead generation campaigns.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

4 best practices for activating digital selling

4 best practices for activating digital selling

Defining and building an effective digital selling strategy

In five years, the term “digital selling” will be a thing of the past. It will be the way businesses operate, capture data, and provide the best customer experience. Just like brick-and-mortar shopping evolved into a more lucrative e-commerce avenue, by 2040, 95% of all B2B purchases will take place digitally. However, building organizational change around digital sales requires ownership and holistic acceptance to attain higher ROI and more efficient channel economics.

 
 
Download the framework to learn what digital selling is and the four steps it takes to build a best-in-class digital selling engine.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

10 steps for building foolproof customer segmentations

10 steps for building foolproof customer segmentations

Successful segmentation for greater organizational adoption

The right customer segmentation can help marketers and business leaders streamline their processes, drive better responses, and higher-quality customers. But “What does a successful segmentation look like?” A successful segmentation effort is first and foremost one that is adopted and actionable. Often, bad segmentations are built—ones that are hard to describe, unactionable in business processes, too broad or too specific—and become obsolete quickly.

Download the framework for 10 steps you must take to protect against your efforts ending with a thud (literally, the 100-page PowerPoint hitting the bottom of the shredder bin).

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl. 

Subscribe to Marketbridge Updates

Skip to content