The shifts shaping B2B growth in 2025
Your prospects are more informed, more selective and more resistant to generic outreach than ever before. That comes through strongly in all seven reports. Below are three of the most impactful findings.
1. Personalisation is now a performance driver
One of the clearest sales and marketing insights is how strongly personalisation correlates with revenue.
HubSpot’s report shows that tailored experiences directly increase sales – but most organisations still treat personalisation as “nice to have,” not a competitive advantage.
The report highlights a gap between intention and execution: buyers expect relevance at every stage, but many teams are still sending the same message to everyone. The full guide breaks down why that gap exists – and where leaders are investing to fix it.
2. Data is the biggest blocker to progress
Across the seven reports, one theme kept surfacing: AI can only perform as well as the data underneath it.
Salesforce’s findings show how few marketing teams feel confident in their customer data – and how that lack of confidence slows down everything from campaign performance to forecasting accuracy.
In our full report, we explore how this gap affects commercial teams and why improving data foundations has become a 2025 priority across top-performing B2B organisations.
3. Coaching is the hidden performance lever
A surprising insight from the year’s research: coaching is still the most undervalued driver of sales performance.
MySalesCoach × Aircall found that a large percentage of reps rarely receive meaningful coaching, even though it directly impacts quota attainment, morale and retention.
This raises an important question for 2025: are businesses over-investing in tech and under-investing in people?
The report covers this in more depth – including how high-performing teams are approaching coaching differently.
What does this mean for 2026?
- The gap between high-performing and average teams will widen in 2026.
- AI adoption won’t be a differentiator – AI execution will.
- Trust, relevance and experience will matter more than reach.
- Enablement will become a revenue engine, not a support function.
- And the biggest wins will come from businesses that start fixing data, personalisation and coaching today.
Dive deeper into how these findings connect – and why the most successful teams will be the ones who take aligned, data-informed action early. Get the complete view of the 2025 sales and marketing insights, including:
Download the report
