55 sales statistics and industry trends
Sales professionals, we hear you! Closing deals is the goal, but it’s only one part of a much bigger story.
Purchase cycles are never linear, with decision-makers taking longer to commit and buyers being more clued-up than ever.
The upshot? Relying on guesswork is no longer an option. We need a rock-solid understanding of the numbers behind every lead, conversation, pitch, follow-up email, win, and loss…along with an awareness of how industry shifts could impact us day-to-day.
Here, Sopro’s B2B sales prospecting experts share exclusive insights on the statistics and trends you can’t afford to ignore in 2025. We cover conversion benchmarks, channel performance, audience preferences, and more – giving you the data you need to turn your sales from so-so to pro.
On your marks, get set, sell.
Our top 10 B2B sales statistics for 2025
Want to get straight to it? Here are 10 standout sales stats from our team of experts:
- Over two-thirds of B2B buyers prefer emails as their method of contact. → Read more
- More than half of salespeople who use social media spend less than 10% of their time on it. → Read more
- More than nine in 10 buyers think calls from unknown numbers are fake. → Read more
- While 54% of B2C buyers prefer in-person shopping, 73% of B2B buyers purchase through digital channels. → Read more
- Businesses that use a CRM are almost nine times more likely to exceed their sales goals than those that don’t. → Read more
- Over 80% of sales teams using AI reported increased revenue → Read more
- Continuous training can lead to a 50% increase in sales for each employee. → Read more
- Four-fifths of successful sales take five or more follow-up calls. → Read more
- Almost three-quarters of sellers say 21% or more of their sales pipeline is generated from inbound leads → Read more
- 35% of B2B decision-makers are willing to spend over $500,000 through remote channels. → Read more
Sales statistics by channel
Sales email statistics
1. Almost two-thirds (64%) of B2B buyers open emails based on the subject line alone
In a crowded inbox, first impressions matter. So much so that 64% of buyers decide whether to open an email based purely on the subject line alone.
No matter how compelling your offer or well-crafted your pitch is, prospects simply won’t read your email if the subject line doesn’t grab their attention.
This makes it the most critical factor in email performance, so knowing how to craft a killer email subject line is non-negotiable if you want to see results.
2. Over 193 million business emails are estimated to be sent and received daily
With 193.5 million business emails sent and received daily, standing out requires more than just sending more emails. If you’re looking to churn out generic, mass-sent emails, then prepare to be ignored. Personalisation and relevance key.
You need to prioritise quality over quantity. Sending fewer, well-targeted emails tailored to your recipient’s role, pain points, and industry will produce better results than high-volume, impersonal outreach.
3. Three-quarters of B2B businesses say email prospecting returns “good to excellent” ROI
Sales prospecting statistics from Sopro show that 75% of B2B businesses report strong ROI, and only 3% of companies show negative ROI from email prospecting. Clearly, email remains one of the most cost-effective sales channels available.
It’s quite simple to see why. The ability to reach decision-makers directly, nurture leads over time, and drive conversions without a heavy advertising budget means it suits a wide variety of companies.
4. Nearly three-quarters (73%) of B2B buyers want vendors to contact them via email
It’s great that companies love emails, as customers do too. Despite the rise of AI-driven outreach, email remains the dominant communication channel for B2B buyers, with Sopro’s data showing 73% of them prefer it over any other form of outreach.
This may be because your email is less stressful for customers. Unlike cold calls or social media messages, email allows buyers to engage on their terms – reading and responding at a time that suits them.
5. Email-only campaign lead rates have fallen by 29% year-on-year
After the previous two statistics, we bet you’re shocked by this one.
While email is an essential sales tool, Sopro’s State of Prospecting 2025 report revealed that email-only campaigns are generating almost 30% fewer leads year-on-year. Relying on a single channel is no longer enough.
Email must be part of a broader multi-channel strategy, not the sole sales method. Integrating LinkedIn outreach, retargeting ads, and even well-timed phone follow-ups is now essential for success, sending engagement rates and ROI soaring.
If actioning all this seems like an impossible feat, don’t fret. That’s what the experts are for. Partnering with a leading B2B email marketing agency can help your team get its email campaigns delivering more SQLs, keeping pipelines full and revenue streams strong.
Social-selling statistics
1. Almost three in 10 B2B buyers prefer to hear from vendors via social media
We’ve found that email is still a critical outreach channel, but 28% of B2B buyers now prefer social media as their first touchpoint.
Introduce yourself on platforms like LinkedIn, Twitter, and even industry-specific online communities rather than sending an email straight off the bat.
Social media should not be an afterthought in your B2B sales outreach strategy. If a significant portion of buyers prefer to engage socially, businesses that aren’t on these platforms risk losing opportunities.
2. Over half of B2B marketers use LinkedIn or other social media platforms to identify prospects and source contact details
We’re telling you, social media is a treasure trove for sales prospects.
Data from Sopro shows that 53% of B2B marketers use social media for prospecting. The numbers make it clear that these platforms are becoming essential for any sales rep.
These networks provide data on prospects, from their job roles to recent company activity, allowing you to grab these and use them to personalise outreach and build more relevant connections. Unlike traditional cold prospecting, social media informs more context-driven prospecting, where you can interact with potential leads before initiating a conversation about sales.
3. More than half of salespeople who use social media spend less than 10% of their time on it
One of the biggest misconceptions about social selling is that it requires a lot of daily effort A.K.A hours scrolling through feeds hoping you’ll find the golden lead. In reality, 50.1% of salespeople using social media spend less than a tenth of their time on it.
Effective social selling isn’t about quantity. It’s about consistency and strategy.
If you’re hesitant to try social selling, this sales statistic should reassure you. Success doesn’t require an overwhelming time commitment. It’s about being in the right place and engaging with prospects strategically.
4. Over 50% of social sellers said audience reach was one of the benefits of social selling
Social selling means you’re talking to the many, not just the few.
While cold emails or phone calls are limited to direct outreach, social media can see you engage entire networks. A single post, comment, or shared insight can attract the attention of multiple prospects simultaneously, significantly increasing visibility and brand awareness.
Now…while this bigger reach is a good thing, it also means that you still have to put the hard work in to personalise your approach after you’ve identified these leads. Adapting to your customers is always going to be key.
Does this expanded reach sound interesting…yet slightly scary? No judgment here. An experienced B2B multi-channel marketing agency will be able to help you along the journey of using social selling.
Cold-calling sales statistics
1. Wednesday is the best day for cold-calling customers
Hump day is the best day for getting stuff done, who knew?
Timing plays a crucial role in cold-calling success, and research shows that Wednesdays offer the best response rates from your potential customers.
It makes sense, too. Midweek is typically when professionals are settled into their workflow, making them more receptive to external communication.
2. Mondays and Friday afternoons are the worst times for making cold calls
If you’ve ever struggled to get a response on a Monday morning or late Friday afternoon, there’s a reason for it. These are the worst times to make cold calls. Mondays are notorious for packed inboxes, catch-up meetings, and a general focus on internal priorities, leaving little room for sales conversations.
By Friday afternoon, most professionals are wrapping up the week, mentally checking out, or shifting focus to the weekend, making them less inclined to engage with sales outreach.
Rather than wasting valuable prospecting time on Mondays and late Fridays, you should use those periods for other activities such as research, email follow-ups, or polishing your pitch.
3. On average, it takes about one and a half hours of cold calling every day to book an appointment with a potential lead each week
Don’t be disheartened if you don’t secure a sale after the first call. Not many people do.
Cold calling is a numbers game; consistent effort is key to securing valuable sales meetings. Research shows that you must dedicate around 1.5 hours per day to cold calling to secure one booked appointment per week.
4. More than nine in 10 buyers think calls from unknown numbers are fake
One of the biggest challenges of cold calling today is overcoming this scepticism – 94% of consumers assume unknown calls are spam or fake. And with the number of scam calls flying about, it’s no wonder.
As a B2B seller, you need to establish trust before making contact. Use a recognisable phone number, have your caller ID display company details, and send over an email or LinkedIn message before calling to improve your answer rates.
5. B2B sellers only have up to 10 minutes to convince prospects during a cold call
In cold calling, every second counts. Research shows that sales reps have just five to 10 minutes, if lucky, to convince a prospect to stay on the call. A well-crafted, engaging opening is essential to keeping potential customers on the line long enough to explore their needs and propose solutions.
This means perfecting the cold-call opener is non-negotiable. The first few sentences should immediately convey relevance, demonstrate value, and spark curiosity.
In-person sales statistics
1. 38% of B2B buyers prefer in-person meetings as their first point of contact with vendors
Despite the rise of digital communication, Sopro data shows more than a third of B2B buyers still prefer to meet sellers face-to-face for their first interaction. Think industry events, office visits, or conferences.
Put yourself in their shoes. When buyers invest significant budgets into solutions, they want reassurance from direct, personal interactions.
2. Almost a third of sales leaders think virtual meetings can be as effective as in-person meetings
Alert: we have a slight disagreement.
While buyers may prefer in-person meetings, 63% of sales leaders believe virtual meetings are just as effective, if not more, than in-person interactions.
You need to work hard to convince your prospects that these meetings are useful. Compelling visuals, interactive demos, and clear takeaways can make all the difference in keeping your customers engaged.
3. Almost two-fifths of B2B businesses gather contact information from event registrations or trade shows
Don’t be afraid to get yourself out there. Industry events and trade shows remain potent sales tools, with Sopro finding 38% of B2B businesses using them to collect prospect contact details.
You need to maximise every opportunity at in-person events. Simply collecting business cards or scanning badges isn’t enough; follow-up is critical. Then, you can engage prospects with personalised messages referencing specific conversations soon after the event.
You have their business card, you’ve fired off a message, and they want to talk about your solutions. Yay! Now what? Use a B2B appointment setting agency to get these meetings booked and deals closed.
4. While 54% of B2C buyers prefer in-person shopping, 73% of B2B buyers purchase through digital channels
Unlike B2C consumers, who still value physical retail experiences, nearly three-quarters of B2B buyers prefer purchasing digitally.
There’s a growing trend in self-service purchasing, where decision-makers conduct extensive research, compare vendors, and finalise deals online rather than through traditional sales meetings.
Multi-channel sales statistics
1. Multi-channel campaigns achieved a 31% lower cost per lead than single-channel outreach
One of the biggest advantages of multi-channel prospecting is efficiency. You’re saving yourself time, effort, and potentially money.
Sopro found that campaigns integrating multiple channels generate leads at a 31% lower cost than single-channel outreach.
Buyers are active across multiple platforms, and a diverse strategy means you meet prospects where they are, increasing conversions while reducing costs.
Email, LinkedIn, paid ads, and phone calls. These all work together to nurture leads and keep them engaged throughout the buyer journey.
2. Three-quarters of B2B vendors say results are better when combining multiple prospecting channels
We’ll say it again: you shouldn’t just focus all of your sales efforts in one place.
75% of B2B vendors report improved results when combining multiple prospecting channels.
Want this? A well-structured, multi-channel approach means your prospects could see and interact with your brand multiple times, even before you’ve reached out.
3. B2B buyers pick an average of 2.5 channels when asked how they prefer to be contacted
Gone are the days when email alone could drive sales – B2B buyers now expect communication across multiple touchpoints, with the average buyer favouring 2.5 channels for vendor interactions. These include social selling, in-person meetings, calls, and through the post.
4. Multi-channel campaigns see a 31% uplift in leads compared to single-channel outreach
The numbers back it up. Multi-channel prospecting isn’t just a buzzword; it delivers the results you want. As revealed in Sopro’s proprietary research, businesses that adopt a diversified outreach strategy see a 31% increase in lead generation compared to those relying on a single channel.
Sales enablement statistics
CRM statistics
1. Over 50% of B2B marketers said their company increased investment in CRM solutions over the past 12 months
CRM (Customer Relationship Management) systems have become a must-have rather than a nice-to-have for sales teams, with over half of B2B marketers reporting increased investment in CRM solutions.
We’ve found that personalisation and timely follow-ups are crucial to securing those sales meetings, and businesses without a CRM to facilitate this risk falling behind.
2. Businesses that use a CRM are almost nine times more likely to exceed their sales goals than those that don’t
If there’s one tool that separates top-performing sales teams from struggling ones, it’s CRM. Businesses using a CRM are 86% more likely to exceed their sales goals – structured lead management and automation really do make a difference to your sales performance.
A CRM eliminates guesswork, meaning no lead slips through the cracks and follow-ups happen at the right time.
3. Most businesses saw their sales revenue increase up to 30% after implementing a CRM platform
Not just exceeding their sales goals, businesses that adopt CRM platforms typically see a 21–30% increase in sales revenue
Sales teams that use their CRM to its full potential – integrating it with email automation, AI-driven insights, and analytics – will see better lead nurturing, shorter B2B sales cycles, and stronger client relationships.
4. CRM software’s most significant benefits are increased sales revenue, improved customer satisfaction, and higher-quality customer service
While 57% of businesses report higher revenue, CRM adoption also enhances customer satisfaction (53%) and service quality (49%).
This proves that effective lead management isn’t just about closing those initial deals (although, it’s always a thrill when it does), it’s about building lasting relationships that lead to repeat business and referrals.
5. Over a third of businesses find that CRM systems shorten their average sales cycle by up to 14 days
Speed matters in sales – it’s a fact – and CRM systems help businesses close deals faster.
With 34% of companies reporting an 8–14 day reduction in their sales cycle, it’s clear that a well-structured CRM improves efficiency. Can you imagine closing deals two weeks quicker than you are now?
Statistics on AI in sales
1. Over four-fifths (81%) of sales teams say they use AI
There’s no getting away from artificial intelligence (AI) – it’s becoming a core component of modern sales strategies. 81% of sales teams now use AI in some capacity, while only 4% have no plans to explore the technology.
2. Over 80% of sales teams using AI reported increased revenue
Businesses embracing AI-driven sales processes are seeing the rewards in their profits. Four-fifths have said their revenue has increased, compared to 66% of teams reporting the same without AI.
As over four in five sales teams with AI saw revenue growth in the past year, it’s time to hop on the bandwagon if you haven’t already. Using AI in sales doesn’t just save time and effort; it can also improve B2B revenue growth.
3. 45% of business buyers don’t trust AI to be as accurate as humans
While AI looks like it improves sales processes, it still needs to be used with caution.
Buyers may still hesitate to trust AI-driven recommendations or interactions, especially regarding accuracy and relevance. When implementing AI tools, be careful to provide enough human oversight and validation to enhance buyer experience, while not risking their confidence in your brand.
4. A third of sales teams say insufficient employee training is an obstacle to implementing AI
For the companies not using AI, why?
Undertrained staff is a barrier to successfully integrating AI within sales teams, with a third citing this as an obstacle. People are unsure about AI’s full capabilities and how to use it effectively to improve sales performance.
If you do use AI, now’s the time to differentiate yourself and your brand in the marketplace by offering a more knowledgeable and AI-savvy sales team.
Sales training statistics
1. The ROI for sales training stands at 353%
For every dollar (80p) spent on sales coaching and training, businesses see a return of $4.53 (£3.64), translating to an ROI of 353%.
Pretty good deal, right?
For B2B companies, cutting back on sales training is a false economy. Businesses prioritising training and coaching will see their investment pay off through higher close rates, increased customer lifetime value, and greater team confidence.
2. More than a quarter of companies do not offer a sales onboarding programme
Despite the proven benefits of sales training, 27% of companies fail to offer a structured onboarding programme. This leaves new sales hires to navigate the learning curve alone, resulting in slower ramp-up times, inconsistent messaging, and lower productivity.
Without proper onboarding, new B2B sellers are more likely to struggle with product knowledge, sales techniques, and objection handling, leading to missed sales opportunities.
Remember your first day as a sales rep? Now, imagine that without any training whatsoever. Terrifying.
3. Continuous training can lead to a 50% increase in sales for each employee
Job-long training is worth its weight in gold. Companies that provide ongoing training see a 50% boost in net sales per employee, proving that regular coaching leads to stronger sales performance, higher close rates, and more confident reps.
4. Just under a third of sales professionals who receive weekly one-on-one coaching become top performers
Nearly 30% of sales professionals who receive weekly coaching rank among the highest achievers in their field. Regular feedback and mentorship can significantly improve a rep’s ability to close deals and build relationships.
Coaching should be a core part of any sales manager’s leadership approach. Rather than only stepping in when issues arise, managers should schedule consistent one-on-one sessions to refine techniques, address challenges, and develop action plans.
Sales funnel statistics
Sales follow-up statistics
1. A third of businesses experience leads going silent without an explanation
For B2B sellers, leads going silent without an explanation can represent missed opportunities and wasted resources. Sopro found that over a third of businesses have experienced ‘ghosting’ by their leads.
There are countless reasons why. Some could be down to you, some not. One thing you can control is if a lead doesn’t transition into a sale because you’ve failed to nurture these prospects effectively.
Writing a follow-up email or making a call is essential to re-engage leads and keep them in the pipeline. These check-ins allow for the prospect to communicate any reasons behind their hesitation and for you to address them.
2. Four-fifths of successful sales take five or more follow-up calls
Sales can be a thankless job at times, but you shouldn’t be discouraged after one or two attempts at follow-ups. In fact, 80% of sales come after more than four follow-up calls. Embrace that successful sales are typically built over time, with follow-ups critical in converting leads into customers.
3. Leaving leads between two and five days before sending a follow-up to a cold email gives the best results
The art of following up in sales is a balancing act. Sending reminders too soon can seem pushy, while waiting too long can cause people to lose interest or forget about the initial message.
Research shows that waiting two to five days before sending a follow-up email results in the highest response rates. Any more or any less could result in a lost sale.
Sales conversion rate statistics
1. For every 100 positive responses in a Sopro campaign, 50 leads convert through other channels
It can be difficult to pinpoint exactly what part of your marketing strategy has brought in a sale. Especially when leads convert through indirect channels after initial outreach. In Sopro’s campaigns, for every 100 positive responses, another 50 companies that were targeted convert later via alternative touchpoints.
This shows that multi-channel engagement works, even when responses aren’t immediate.
2. Of the leads that visit a vendor’s website, 40% convert within 30 days and 25% within seven days
After visiting your website, 65% of leads convert within 30 days or less.
To take advantage of this, provide quick, personalised responses to website visitors. Try not to lose momentum and capitalise on the leads that show strong intent in a short time frame.
Another 40% convert more than six months after visiting the website, showing that even if a lead is old, it still has good potential to convert into a sale.
3. The highest sales rates were observed at 11 AM on Thursdays
While cold-calling is best done on Wednesdays, Sopro’s data shows that 11 AM on Thursdays is the prime time to focus on converting sales.
This aligns with everyday work habits. By mid-morning, professionals have settled into their day and are more receptive to new conversations – they may even welcome your call.
4. Lead rates significantly drop after 2 PM, with the lowest performance between 3 PM and 5 PM
The window of opportunity is small, though. The ability to convert sales drops significantly after 2 PM, with the lowest performance between 3 and 5 PM.
By this time, professionals are often focused on wrapping up tasks, preparing for meetings, or winding down for the day. Or, to be more realistic, thinking about getting home.
Inbound sales statistics
1. Over two-thirds of B2B businesses say prospecting complements inbound marketing channels
Prospecting and inbound marketing. A love story of the ages.
More than 70% of B2B businesses say combining inbound efforts with proactive outreach leads has produced better results. While inbound marketing brings prospects into the pipeline through content, SEO, and social media, prospecting ensures that potential buyers don’t slip through the cracks.
2. Over three in 10 organisations expect their budget for sales enablement to increase
Sales enablement tools have become critical for modern sales teams, and 35% of organisations plan to increase their investment in this area.
As inbound sales efforts grow, companies need better training, content management, and automation tools to support reps in closing deals faster.
3. Almost three-quarters of sellers say 21% or more of their sales pipeline is generated from inbound leads
Inbound marketing plays a more significant role in driving sales opportunities, with 73% of companies stating that at least 21% of their pipeline comes from inbound leads. This shows how vital it is to build a visible, trustworthy, and memorable brand.
Creating valuable content and optimising lead nurturing strategies can boost inbound sales efforts. Not sure where to start? A B2B demand generation agency can attract these ideal buyers and fill your sales funnel up to the brim.
Outbound sales statistics
1. More than four in five B2B companies engage in some form of prospecting
Despite changes in buyer behaviour, prospecting remains a fundamental part of a successful sales strategy. Because of this, 81% of B2B companies actively engage in outbound lead generation efforts.
Whether through email, cold calling, LinkedIn outreach, or event networking, you need to be proactively engaging prospects to maintain a strong pipeline.
2. Over two-thirds of B2B companies regard prospecting as vital to their new business strategy
Our State of Prospecting 2025 report showed that new business growth depends on consistently finding and engaging the right prospects. And 70% of B2B companies said prospecting is integral to their success.
While inbound marketing demonstrates awareness of your brand, outbound prospecting builds it, allowing your business to proactively reach decision-makers at the right time.
3. 80% of B2B buyers want to hear from vendors when researching and evaluating their options
Despite fears that you may be “too pushy,” most B2B buyers (80%) want to hear from you during their decision-making process. Hop on the phone or shoot off an email to prospects. Even if you’re just introducing yourself and giving them a person who can answer any and every question they have.
This challenges the idea that buyers want to research in isolation. They value relevant, well-timed outreach that helps them make informed decisions.
4. 35% of B2B decision-makers are willing to spend over $500,000 through remote channels
High-value B2B transactions are increasingly happening online, with 35% of decision-makers comfortable making $500,000+ (just over £400,000) purchases remotely.
This marks a significant shift from traditional in-person deal-making, proving that buyers now trust digital sales interactions more than ever before.
Emerging sales trends
1. Multi-channel prospecting is necessary, as declining single-channel effectiveness requires diversified outreach strategies
Multi-channel prospecting is now the standard.
With traditional email-only campaigns seeing a 29% decline in effectiveness, businesses must engage prospects through email, LinkedIn, phone calls, and digital ads.
B2B sellers need to expand their prospecting repertoire. A prospect might ignore an email but respond on LinkedIn or engage with an ad before responding to an outreach call. The key is ensuring prospects encounter a brand across multiple touchpoints.
2. Larger buying committees mean sales teams must engage multiple stakeholders per account, increasing internal conversations and deal closures
At Sopro, we’re increasingly seeing that a single person no longer makes B2B purchasing decisions. Buying committees are growing, requiring sales teams to engage multiple stakeholders.
This means selling a solution to one contact isn’t enough – you need to be prepared to navigate complex decision-making processes, address concerns across departments, and build internal advocates.
Account-based marketing (ABM) strategies are more important than ever – more on this (and our other 2025 sales predictions) below.
Implementing ABM strategies and engaging multiple stakeholders can be complex, but a B2B account-based marketing agency can provide helpful expertise and guide you through achieving sales results.
3. Digital sales rooms (DSRs) are emerging as key tools for helping businesses engage multiple stakeholders with tailored content
DSRs are becoming a required tool for B2B sellers, especially as the sales process becomes more complex and involves multiple decision-makers.
DSRs allow sellers to create a centralised platform for engaging all stakeholders, offering tailored content and solutions that speak to their needs and concerns.
Using these platforms effectively can streamline communication, improve engagement, and ultimately accelerate your sales cycle.
Sopro’s 2025 sales predictions
1. The most successful sales strategies will combine AI, personalisation, and multi-channel engagement
As we approach 2025, AI-driven sales strategies will continue to reshape the way businesses engage prospects. And here’s a bold prediction: By 2026, we’ll be shocked to think we ever worked without AI.
From AI-generated email content to predictive lead scoring, technology is enabling smarter, more efficient prospecting. Companies that blend AI insights with highly personalised outreach and multi-channel engagement will have a significant advantage.
2. ABM adoption will increase as businesses refine their targeting efforts to engage entire decision-making units
As businesses refine their targeting strategies, ABM will allow them to focus on engaging entire decision-making units rather than individual buyers. In 2025, we predict you’ll be shocked when you have a buyer made up of just one decision-maker.
For you B2B sellers out there, this means adapting to a more strategic, collaborative approach that involves multiple stakeholders across various departments.
3. Intent data will be a game-changer, allowing companies to act on real-time buyer signals
The rise of intent data will present an unmissable opportunity for B2B sellers. Intent data helps sellers identify when a prospect is actively researching or showing interest in their products or services. This kind of data will help businesses act on real-time signals and engage with leads at the perfect moment.
In B2B sales, intent data can lead to more timely and relevant outreach, meaning you connect with prospects when they are most likely to convert.
Methodology and sources
Sopro conducted proprietary research as part of The State of Prospecting 2025 report. Insights and findings related to B2B sales from that research have been compiled here, along with data from other sources, to form a complete collection of sales statistics.
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