A new global study conducted by Bain & Company among over 1,200 sales executives from 18 industries reveals that 70% of companies are struggling to effectively integrate their sales strategies with technologies that support revenue growth. With low inflation putting pressure on profit margins, businesses are also becoming increasingly cautious about maintaining profitability. The most optimistic sectors for improved sales performance in 2025 include medical technology, machinery, information services, logistics, and telecommunications.
The report, titled Commercial Excellence and Revenue Growth Agenda 2025, is based on a survey of over 1,200 senior sales leaders at large enterprises across various industries worldwide. While more than 80% of respondents claim to have structured, repeatable sales and marketing practices, 70% still fail to integrate these efforts with supporting technologies. As a result, only about 20% of these companies have unlocked the full potential of their commercial initiatives.
Among the key challenges cited by B2B companies for 2025 are the implementation of go-to-market technologies, managing pricing pressure, and boosting the effectiveness of sales teams.
“Most B2B sales executives we surveyed expect their revenues to grow year-over-year in 2025,” said Patryk Rudnicki, Managing Partner at Bain & Company’s Warsaw office. “However, there remains a significant gap between sales strategies and the effective use of technology. Many companies still underutilize available tools like AI and modern CRM systems. Those that integrate cutting-edge technologies into their sales approach will be in the best position to grow rapidly and achieve better results.”
AI Gains Ground in Sales – But Skills Are Still Lacking
The report highlights that nearly all surveyed companies have begun incorporating artificial intelligence into their go-to-market strategies, though usage varies by industry. When asked for specific use cases, 30% of respondents reported deploying AI in one or two areas, while 62% had implemented it across more than two functions.
Nearly all companies reported that AI met their expectations, and 57% said the outcomes exceeded what they had anticipated. However, more than half of sales organizations still face fundamental challenges such as poor data quality and suboptimal systems, which prevent them from fully capitalizing on AI’s capabilities.
“Real progress requires a systematic and measurable approach to AI implementation,” said Rudnicki. “Top performers are those who invest more in sales and marketing technologies and see tangible results from those investments. Broad adoption of AI has become the norm among leading B2B firms seeking long-term success. Their growth prospects depend heavily on deploying AI to increase efficiency and respond more precisely to customer needs.”
Low Inflation Hinders Pricing Strategies and Margin Growth
In addition to technology adoption, pricing pressure remains one of the top concerns for B2B firms. Compared to 2024, more companies this year expect to offset rising costs through price increases. Still, many are concerned about continuing to implement margin-boosting pricing strategies now that high inflation can no longer be used as a default justification for price hikes.
The greatest obstacle to such strategies, cited by 67% of respondents, is competitive pressure, followed by customer resistance. Other key barriers include a lack of quality data or analytical tools to support pricing decisions and a shortage of in-house pricing expertise.
Most Companies Hope to Improve Sales Team Performance
Improving salesforce productivity is another top priority for B2B leaders. More than half of the executives surveyed believe they will be able to improve their sales efficiency in 2025, although expectations vary by industry.
According to Bain experts, companies aiming to boost productivity next year will focus on three strategic priorities:
- Providing better sales training and coaching,
- Enhancing customer segmentation,
- Optimizing marketing spend.
As businesses navigate a competitive and increasingly tech-driven landscape, those that close the gap between strategy and digital execution are likely to emerge as market leaders.
Source: CEO.com.pl
