Gong’s latest report highlights how revenue teams are navigating a dynamic business landscape and positioning for success in 2025. Here are the critical takeaways and their importance for Sales and Marketing leaders.
Customer-Centric Growth
Upselling and cross-selling existing customers emerged as the top growth strategies, with 65% of leaders prioritizing them for 2025. This focus reflects the growing need for revenue teams to deepen customer relationships rather than solely chasing new opportunities. Leaders must equip their teams with actionable customer insights to capitalize on this trend.
AI as a Revenue Driver
Nearly half of revenue teams are already leveraging AI, with 24% planning adoption in 2025. AI’s ability to automate tasks, enhance data insights, and optimize decision-making is revolutionizing sales processes. Early adopters reported 54% higher growth compared to peers relying on legacy CRM systems. To stay competitive, leaders should prioritize AI readiness, including data quality and employee upskilling.
Sales Velocity Gains
Revenue teams improved efficiency by increasing deal sizes and rep capacity while maintaining stable sales cycles. Enterprise sellers, in particular, saw a 25% improvement in closing large deals. These gains underline the importance of process optimization and technology investments in accelerating revenue.
Challenges with CRM
Only 10% of leaders believe their CRM systems provide a comprehensive view of customer behavior. The reliance on outdated tools creates gaps in understanding customer needs, necessitating shifts to more intelligent, AI-powered platforms.
Efficiency Over Expansion
A shift from “growth-at-all-costs” to sustainable strategies marks a significant change. Leaders now prioritize operational efficiency and long-term profitability, with metrics like the Magic Number becoming key indicators of success.
Why This Matters
Sales and Marketing leaders must embrace these trends to future-proof their organizations. By leveraging AI, focusing on customer-led growth, and optimizing operational efficiency, businesses can achieve sustainable revenue growth in an increasingly competitive and complex market.
Research Gong on Tenbound here.
Photo by Manja Vitolic on Unsplash
