95% Of Sales Reps Missing Quotas; Despite Leaders’ Confidence In Coaching: New Research

Sales development representatives (SDRs) remain nearly indispensable in B2B sales, as 74% of organizations employ at least 21 SDRs, new research revealed. “Sales 2024: A Revenue Data Analysis” — released by the newly formed Outreach Insights Group, the research division of sales execution platform Outreach — offered a deep dive into the current trends, challenges and opportunities shaping the sales landscape.

Among the report’s key findings is that 61% of respondents cited budget and economic uncertainty as the top challenge to revenue growth, with competitive pressures a close second at 58%. The survey also showed that lengthy sales cycles are plaguing teams, with the median cycle at 120 days, ballooning to 408 days for $250M-$1B companies that target mid-market and commercial accounts.

Other key findings include:

• 26% of respondents expect SDRs to generate 31% to 40% of pipeline and, amongst $250M–$1B companies, 38% expect SDRs to generate 41% to 50% of pipeline;
• 64% of C-level executives said account executives were responsible for pipeline generation, but only 29% of “sales staff” said the same; and
• While leaders believe their coaching is effective (46%) or highly effective (37%), 95% of sales reps are not meeting their quotas.

“This report provides a window into how sales teams are operating, addressing challenges and dealing with new market dynamics,” said Manny Medina, CEO and Co-founder of Outreach, in a statement. “By understanding these trends and challenges, sales organizations can better equip their teams to navigate the complexities of today’s market. We’re also proud to announce the launch of the Outreach Insights Group. By analyzing millions of interactions and market trends, the group will arm sellers around the globe with valuable data and research. Our goal is to continue to share the insights we’ve gathered to help every sales professional expand their knowledge base and achieve excellence.”