Stats Every Sales Leader Should Know for 2022

These days we are all driven by stats. It’s the only way to analyze sales performance, strategies for the future, and learn which tactics to drop if they aren’t working.

Over the past two years, the sales profession has evolved significantly. Learning from the most recent stats is essential to stay ahead of the game. So, we’ve done the work for you and collected the top Sales Stats for 2022.

Buying Groups are Growing

  • 63% of purchases have more than four people involved — vs. just 47% in 2017 — and they can include different buyer roles — champions, influencers, decision-makers, users, or ratifiers — from multiple departments. (Forrester)
  • In a firm with 100-500 employees, an average of 7 people are involved in most buying decisions. (Gartner Group)
  • 75% of deals now have Executives as decision-makers (versus just 58% prior), and 51% have Finance as decision-makers (versus 35% previous). (Forrester)

Digital Buying Journey is Expanding

  • 27% of buyers’ time was spent on independent research online. (Gartner)
  • B2B buyers are 57%-70% through buying research before contacting sales. (Worldwide Business Research)
  • 38% of respondents said the in-person sales meeting has decreased in value. (Forrester)
  • 80% of B2B sales interactions between suppliers and buyers will occur in digital channels by 2025. (Gartner)

Digital Content Matters

  • The vast majority — or 87% — say that thought-leadership content can be both intellectually rigorous and fun to consume. (Edelman)
  • 9 out of 10 B2B buyers say online content has a moderate to major effect on purchasing decisions. (CMO Council)
  • 67% of respondents said they rely even more on content than they did the year prior to research and inform purchase decisions. (Demand Gen Report)
  • 75 percent of business-to-business buyers use social media to make buying decisions. (LinkedIn)

Millennials are Here to Stay

  • Millennial buyers are 2X more likely than older generations to discover a product by searching online. (Trust Radius)
  • Over 45% of B2B technology buyers are 25- to 34-year-olds, making them the single largest demographic, followed by 30% in the 35- to 44-year-old age group. (TrustRadius)
  • 44% of millennials, even more, say they prefer a pure digital engagement. (Gartner)
  • 73% of B2B sales transactions involved Millennial decision-makers. (UC Merced SBDC)

It is Essential that Sales and Marketing Work Together

  • On average, marketing automation drives a 14.5% increase in sales productivity. (LinkedIn)
  • 46% of marketers reported that inbound marketing gave a higher ROI, while only 12% said outbound did. (Hubspot)
  • 94% of the top sales performers surveyed in a LinkedIn study called the marketing leads they receive either “excellent” or “good.” (Hubspot)
  • 68% of content teams create content for specific stages of the buyer’s journey. (Content Marketing Institute)
  • B2B buyers are typically 57% of the way to a buying decision before actively engaging with sales. This underscores the importance of marketing to pave the path at every step of the journey for consumers to learn about and engage with your brand. (Gartner)
  • Only 2% of cold calls result in an appointment—all the more reason to expand your marketing effort. (Salesforce)

Investing in Sales Enablement Helps Revenue Growth

  • Only 5% of B2B companies have fully mature sales enablement practices. (Forrester)
  • Only 55% have rolled out SEA, the most mature of these tools. (Forrester)
  • Only 9% of B2B organizations say they are optimized around placing buyers at the center of their sales enablement strategies. (Forrester)
  • With a return on investment (ROI) of 666%, modern sales enablement tools make great fiscal sense. (Forrester)
  • Sellers surveyed said content development (71%) and custom messaging (69%) are the most important sales enablement functions to prioritize in 2021. (MarketBridge)

Sales Coaching Shows an Increase in Win Rates

  • A company can improve win rates by as much as 29% with effective sales coaching. (Vantage Point)
  • By coaching sales reps, you can get a minimal 5% increase in performance amongst your middle 80% of employees, generating up to 70% more revenue. (Revegy/Mentor Group)
  • Companies that provide decent sales coaching increased revenue by 8.4% year-over-year, a 95% improvement over companies that do not offer this coaching. (Aberdeen)
  • ⅓ of high-performing companies have ongoing sales coaching programs. (Value Selling Associates)
  • Over half of companies with formal coaching programs in place for 3+ years experience high growth. (Value Selling Associates)

It’s Time to Use Sales Tech

  • 68% of organizations are inventorying their sales enablement tech every year. (Gartner)
  • 47% of sales professionals claim that they use technology in sales at least once a day. (LinkedIn)
  • Nearly three-quarters (71%) of sellers told us that they use sales technology at least once a week. (LinkedIn)
  • Sales enablement tech tool usage is up 567%. (Art & Science of Complex Sales)
  • 97% of sales professionals consider sales technology “very important” or “important.” (LinkedIn)

It’s clear from these numbers that the buying process is becoming more complex. Buying groups are getting larger, buyers want more content and fewer sales calls, and technology to support this evolution is table stakes.

If you’re looking for the research to back new investments to manage it all, you’ve found it. Use these stats to show your executive group what you need and why. And when looking at technology, we strongly recommend Revegy.

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