Sales teams are growing revenue, but the job has never been harder.
Customer expectations are rising, competition is intensifying, and productivity remains a persistent challenge. At the same time, sales organizations are navigating rapid change driven by artificial intelligence, shifting revenue models, and evolving workforce dynamics. Despite these pressures, many teams are finding ways to grow by rethinking how they sell, enable reps, and use technology.
This global research report from Salesforce is based on a survey of 5,500 sales professionals across 27 countries and six continents. The sixth edition of the State of Sales report explores how sales teams are responding to new pressures while driving revenue growth and improving performance.
The findings reveal what separates high-performing sales organizations from the rest and where leaders are investing to stay competitive.
You will learn how:
- 79 percent of sales teams increased revenue over the past 12 months
- Salesforce research shows changing customer expectations are the top sales challenge
- Only 30 percent of a rep’s workweek is spent actively selling
- Partner selling is now used by nearly 90 percent of sales teams
- Recurring revenue has overtaken one-off sales as the top revenue source
- 81 percent of sales teams are investing in artificial intelligence
- Sales teams using AI are more likely to report revenue growth
- Data quality and trust are critical barriers to successful AI adoption
- Improving sales enablement is the number one growth tactic for leaders
- Employee retention is improving but remains vulnerable to pay and advancement
The report shows a clear shift toward efficiency and enablement. While revenue growth has returned for many organizations, most sellers are still weighed down by administrative work, manual data entry, and long sales cycles. As a result, sales leaders are investing heavily in training, enablement, and technology to help reps sell more effectively.
AI adoption has surged across sales organizations. Four out of five teams are experimenting with or have fully implemented AI to improve productivity, personalization, forecasting accuracy, and customer communication. Teams using AI are significantly more likely to report revenue growth compared to those that have not adopted it. However, the report highlights critical gaps in data readiness, training, and trust that must be addressed for AI to deliver its full value.
Enablement emerges as the most important growth lever. Three in four sales reps say enablement programs help them meet quota, and leaders rank improving enablement and training as their top tactic for growth. AI is increasingly used to enhance enablement through real-time selling guidance, personalized coaching, and call analysis.
The report also examines workforce trends. Sales employee retention has improved compared to previous years, with turnover declining from 25 percent to 18 percent. However, retention remains fragile. Nearly two-thirds of sales professionals say they would leave their current role for better pay, and career advancement opportunities are the top reason sellers consider changing jobs.
Looking ahead, sales leaders plan to focus on enablement, expansion into new markets, and better use of technology to address customer scrutiny and competitive pressure. Organizations that unify data, invest in trusted AI, and simplify selling are best positioned to sustain growth.
This whitepaper is designed for sales leaders, revenue executives, sales operations teams, enablement professionals, and executives seeking research-backed insight into the future of sales performance.
Download the report from Salesforce to understand how sales teams worldwide are using enablement, AI, and data to drive growth in a more demanding sales environment.
