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<\/a><\/p>\nWhile that sounds daunting, there are still serious buyers out there, and they\u2019re more educated and ready to buy<\/em> than ever before.<\/p>\n To see exactly how these shifts are playing out, we surveyed 1,000 global sales pros for HubSpot\u2019s 2025 State of Sales Report<\/span>. And, I didn\u2019t just look at the numbers. I also caught up with several sales experts to hear how these trends are showing up in their day-to-day work.<\/p>\n The results are clear: While the economy is putting pressure on sales teams, AI and new strategies are helping them stay resilient \u2014 and in many cases, even thrive.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Before we dig into the key themes that are leading, transforming, and impacting sales metrics, here are some sales benchmarks to help you get a sense of how your business stacks up in 2025:<\/p>\n Together, these numbers show that while macroeconomic uncertainty is still on everyone\u2019s mind, sales teams are holding steady and in many cases improving \u2014 across the metrics that matter most.<\/p>\n <\/a> <\/p>\n Unsurprisingly, sales pros are laser-focused on outcomes. In fact, 42% say annual recurring revenue (ARR)<\/strong> is the most important success metric.<\/p>\n Rounding out the top success benchmarks:<\/p>\n What\u2019s most striking is what doesn\u2019t<\/em> make the list.<\/p>\n Fewer than 5%<\/strong> of respondents said they prioritize pipeline coverage, lead scoring, or sales linearity. That marks a clear shift away from measuring activity for activity\u2019s sake and toward bottom-line impact.<\/p>\n Dylan Wickliffe<\/a>, VP of Growth at media junction<\/em>, agrees.<\/p>\n \u201cLeads have gotten better, thanks to stronger partner channels and a clearer ICP [ideal customer profile]. I\u2019ve gone from chasing every possible deal to focusing on fewer, higher-value opportunities, putting more energy into strategic conversations instead of volume-based outreach,\u201d Wickliffe says.<\/p>\n This trend signals a maturity in how sales organizations define success. Outcomes are a bigger focus than activity.<\/p>\n Sales today is all about proving value. The top two deal-killers come down to perception of value: no product fit (37%)<\/strong> and poor value for money (35%).<\/strong><\/p>\n Yet, it\u2019s clear sales teams have managed to adapt to these maturing buyer expectations, with 60% reporting they are meeting or exceeding their sales goals<\/strong>.<\/p>\n Some of those shifts include:<\/p>\n And if you\u2019re wondering about the other top upsell drivers, understanding customer goals (42%) and providing consistent value (39%) round out the top three.<\/p>\n Our experts concur that value is mission-critical in 2025. Kali Tucker, owner of The Waterworks<\/a>, says, \u201cReferrals and relationships are gold. In a crowded market, nothing cuts through like delivering value that gets people talking.\u201d<\/em><\/p>\n Hernandez <\/strong>shares that messaging is an important part of showing that value, noting that when it\u2019s spot on, it results in \u201c<\/em>a leaner pipeline, higher deal quality, and sales conversations that move faster because prospects already see themselves in the offer.\u201d<\/em><\/p>\n And while value remains the ultimate differentiator, sales reps are also leaning on new tools \u2014 especially AI \u2014 to deliver it more consistently.<\/p>\n So, what else feels different this year? AI isn\u2019t just a buzzword anymore. Last year, everyone was asking if<\/em> it would change sales. Now, the conversation is all about how<\/em> we use it to work smarter, move faster, and build stronger connections with buyers.<\/p>\n AI isn\u2019t hype. It\u2019s here, and it\u2019s producing results. Where last year the conversation was about how AI was gaining traction, this year, it\u2019s clear that people are using it to focus their time more effectively.<\/p>\n In fact, only 8% of the sales reps we surveyed reported not using AI at all. Here\u2019s what else they say:<\/p>\n But how<\/em> people are using it is fascinating. Everyone I spoke with uses it slightly differently.<\/p>\n For example, M. Shannon Hernandez<\/a>, founder and CEO of Joyful Business Revolution, reports using AI to cut admin: \u201cInstead of spending 2 hours consolidating notes into a proposal, AI now captures the key details live during my calls, which has cut my post-call time by 80%.\u201d<\/p>\n On the other hand, Wickliffe<\/a> calls AI his \u201csilent sales partner,\u201d noting that his AI tools handle research, prep, scoping, and follow-up so he can focus almost entirely on closing.<\/p>\n With AI tools like ChatGPT, buyers are better informed than ever. 74%<\/strong> of sales pros believe AI is making it easier for buyers to research products.<\/p>\n As a result, the seller\u2019s role is evolving from pitching to confidence building:<\/p>\n Matt Hall<\/a>, founder of Common People, sees this playing out with buyers spending more time to ensure they make the right decision.<\/p>\n \u201cThe buying cycle is a bit slower \u2026 buyers are spending more time exploring options,\u201d Hall says.<\/p>\n Tucker sees two primary factors in B2C sales trends this year.<\/p>\n \u201cEveryone wants that good deal, but they also want a real human connection,\u201d she says.<\/p>\n She has also noticed a change in how research affects the sale: \u201cPeople are making buying decisions in advance of physically coming into the showroom. Our role really becomes about building that relationship and connecting the dots to a deal.\u201d<\/p>\n Social selling has become the channel of choice. While awareness is important, response, lead quality, and revenue are factors that play a significant role in its success for salespeople.<\/p>\n Some of the experts I spoke with agree that social media is a valuable sales channel.<\/strong><\/p>\n \u201cOne LinkedIn post about a client\u2019s messaging shift led to a DM, then a $33K engagement. That\u2019s the power of thought leader positioning and a cohesive messaging strategy that shows prospects the results they want \u2014 before they ever reach out,\u201d shares Hernandez<\/a>.<\/p>\n Wickliffe<\/a> adds, \u201cPosting behind-the-scenes insights on LinkedIn has turned into an unexpected lead magnet, sparking conversations that move directly into the pipeline. People like people. Me posting about what I know about and what I\u2019m passionate about drives business and also drives referrals.\u201d<\/p>\n But not everyone agreed.<\/strong><\/p>\n For one, Tucker had a different take. \u201cWe\u2019ve found lead quality declining from paid social, but our greatest success has come from collaborations with other local businesses with ancillary products and services to our own. The resulting real, unfiltered behind-the-scenes content helps people get to know us as people, creates better visibility\u2014and in turn, creates more personal connections before people ever connect with our sales teams.\u201d<\/p>\n Hall<\/a> agreed with Tucker. For her, social selling hasn\u2019t been a big priority this year.<\/p>\n \u201cWithout human connection, the value of social platforms seems to be limited to entertainment or dopamine dependency \u2014 values that seem unsustainable in the long term. Those who can maintain real human connection right now seem to be doing okay,\u201d Tucker says.<\/p>\n What does all of this mean?<\/p>\n If you can use social media to help your customers feel connected with your brand or sales reps, you\u2019ll have a leg up on those who focus on it just for awareness.<\/p>\n It\u2019s impossible to have a conversation about any kind of sales without addressing the economic elephant in the room. Most of the biggest sales concerns relate directly to perceived economic instability:<\/p>\n What\u2019s striking is how high these numbers remain across the board, a reminder that economic anxiety is both global and persistent.<\/p>\n Yet the story doesn\u2019t end there. Resilience is the bigger story<\/strong>:<\/p>\n This also illustrates the importance of value (Trend #2) and how companies that deliver on value are well-positioned to thrive in the future.<\/p>\n And, that brings me directly to the next trend.<\/p>\n Here\u2019s the surprising twist: even with those economic fears, core sales metrics are holding steady \u2014 and in many cases, improving.<\/p>\n Key success benchmarks are holding steady or improving:<\/p>\n When it comes to team investment, the picture is equally encouraging:<\/p>\n\n
Sales Benchmarks<\/strong><\/h2>\n
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Top State of Sales Findings and Trends<\/h2>\n
Trend 1: Sales success is defined by revenue outcomes (not ops efficiency).<\/strong><\/h3>\n
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Trend 2: Value is the key to sales success.<\/strong><\/h3>\n
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<\/p>\nTrend 3: AI is a mainstay of the sales rep\u2019s tool belt.<\/strong><\/h3>\n
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<\/p>\nTrend 4: AI helps buyers research, but humans still close deals.<\/strong><\/h3>\n
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<\/p>\nTrend 5: Social media has permeated the entire sales journey.<\/strong><\/h3>\n
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<\/p>\nTrend 6: Macroeconomic anxiety is real \u2014 but so is adaptability.<\/strong><\/h3>\n
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<\/p>\nTrend 7: Despite turbulence, momentum & budgets remain strong.<\/strong><\/h3>\n
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