40+ Marketing, Customer Success, and Sales Statistics (2022)

Are you looking for the latest business statistics to drive your go-to-market decision-making? I put together this article to capture my favorite, up-to-date, sales, marketing, customer success, operations, support, and sales enablement statistics — and share them with you.

If you find yourself hunting for a statistic, and cannot find it here, let me know, I’ll track it down.

Customer Experience Matters

According to research:

  • 55% of customers will pay more for good customer experience
  • 72% of these people will tell at least 6 friends if they have good customer experiences.
  • 13% will tell at least 15 people when they have a negative experience.

You can’t afford to deliver negative experiences.

Experiential Marketing Statistics

  1. According to Statista, only 7% of consumers prefer TV ads to live events.
  2. Also, from Statista, 79% drive sales from events (a form of experiential marketing).
  3. 78% of millennials, according to Harris Group, want to spend money on experiences and events vs. other types of purchases.
  4. Hubspot notes that 65% of brands that use experiential marketing see a boost in sales.
  5. According to SEMRush, brands delivering positive experiences receive three times the word-of-mouth awareness of those that fail to do so.
  6. Big Eye Agency noted that 85% of consumers are more likely to buy from a business after participating in an event or experience, and 70% become repeat customers. (source, event marketer)
  7. Marketing Week notes that 48% of buyers are more likely to purchase if they can try a product first.
  8. Per Salesforce, 92% of consumers expect personalized experiences — you are falling behind if you don’t deliver.
  9. According to Bizzabo, virtual events are working, at least somewhat, with 58% of attendees attending the entire event.

Advertising Stats

Cold Calling Stats

Consider these statistics as you consider your cadences:

  • Per Pipeline – The average voicemail response rate for cold calls comes in just under 5%
  • Per SalesHacker – the statistics look better, sitting at 11%, 22%, and 33% for your first, second, and third attempts respectively.
  • Per The Brevet Group, it takes 8 cold calls to reach a prospect.

Churn Rate Stats

What’s an acceptable churn rate?

16Ventures uses 5-7% as an acceptable annual churn rate.  How do you compare?

Focusing on existing customers is rewarding

According to research from McKinsey, companies that focus on existing customers as much as acquiring new ones, see a median net retention rate of 20%.  In other words, they grow 20% per year without acquiring any new customers.

Overall Impact of Sales Enablement

According to G2, here are a couple key sales enablement benefits that should help you understand why is sales enablement important.

  • Sales enablement’s presence correlates with a 31% improvement in supporting changes in sales messaging and a 15% improvement in improving low-performing salespeople.
  • Organizations with sales enablement achieve a 49% win rate on forecasted deals, compared to 42.5% for those without.

These statistics are a great reminder of the sales enablement benefits when it is deployed in a formal and mature manner.

Sales Productivity

Sales performance is about being prepared and having time, training, and content to support the process. Let’s examine a few stats about sales productivity and performance.

Percentage of sales time spent actively selling

Pick your favorite study and you will see that reps only spend about 33% of their time selling. The rest is spent on:

  • Administrative tasks (CRM updates)
  • Creating and searching for content
  • Email, non-customer meetings

Various studies come from Salesforce, CSO Insights (no longer in existence), and others typically all come back with the same results.

Note that, in an interview with Enablement at Microsoft we found teams spending less than 30% of their time in sales meetings.

 

This time, based upon the ROI analysis of our team at The Best Tools, gave us the following typical time-spent breakdown for your sales reps

  • 5% of time searching for content.
  • 25% of time creating content.
  • 37% of the time performing administrative tasks.
  • 33% of time spent on selling.

Enablement activities that give sellers as much time as possible to sell will pay off.

What is Enablement

 

Sales Training Statistics

Review the Surrounded Learner Technique to maximize your investment in Sales Training. Otherwise, you really are wasting time and money.

Sales training can be a critical investment or a waste of time. The Surrounded Learner Technique is the key to your team's success.

Sales training has a demonstrable ROI (sometimes)

Accenture’s Return on Learning: Training for High Performance at Accenture calculated the company reaped a 353% return on its learning investment. This study occurred in 2006.

This sales training statistic is used far too often and is misleading. Sales training, unless done with the full coverage model of the Surrounded Learner Technique will never achieve these results en masse.

New hire onboarding doesn’t happen everywhere

In one Chorus study, nearly 35% of sales leaders indicated that new team members receive little to no sales training.

Whether you have a dedicated sales enablement team or not, it pays to formalize your onboarding program.

Insight on Training from Salesforce

These are excellent sales training statistics from Salesforce’s state of sales 4th edition:

  • 64% of sales leaders are reskilling existing employees to meet changing business needs.
  • 62% of companies are using sales training and coaching tools, up from 55% in 2018.
  • Sales Teams’ Top-Ranked Tactics for Success over the Next 12 Months, sitting in 7th place for sales leaders, is revised sales staff training. Sales Training is also the 7th ranked priority for outside and inside sellers and sales operations.
The Ebbinghaus Forgetting Curve

People lose 80 to 90% of what they learn after one month. Research about memory consistently demonstrates the Ebbinghaus Forgetting Curve’s accuracy; training humans can be a lot like pouring water into a pail filled with holes.

The Ebbinghaus Forgetting Curve

To maximize the value of training, you must provide regular reinforcement at specific intervals after the initial training, or the value of the activity itself is minimal.

This is one of the most important enablement statistics to keep in mind.

Sales Coaching Statistics

Focus your coaching on the average performers

The impact of Sales Coaching is compelling.  Harvard Business Review noted, several years ago, that “The real payoff from good coaching lies among the middle 60% — your core performers. For this group, the best-quality coaching can improve performance up to 19%.”

The article went so far as to note that coaching your top performers and worse performers is generally not effective. The benefits come from focusing on this middle group.

Coaching is the most powerful tactic

CSO Insights had reported in its series on the state of sales enablement that Sales Coaching, when formalized, had the most significant impact, creating higher win rates and quota attainment.

On the other hand, CSO Insights also noted that random sales coaching led to lower win rates. If you are going to do it, do it properly.

Put in the time to get the benefits

Dave Kurlan shared that sales managers who devote at least 50% of their time to coaching have salespeople who score 13% better in Qualifying and 24% better in closing than the salespeople whose sales managers rarely coach.

Sales coaching statistics are consistently stating one thing clearly – invest in coaching.

Sales Content

One of the sales enablement benefits most often discuss is that it becomes easier for sales teams to find content and for your team to create the right content in the first place.

Your organization likely invests a lot of money in developing content for your sales teams, but are you sure you are building the right content for sales needs?

Taking it further, is that content easy to find to use at the right time during the buying journey?

In many organizations, product marketing, content marketers, other salespeople, and those across the business create so much content to help the sales department that you often find they are drowning under the weight of all this help.

Not sure that matters?

Let’s dig into some of my favorite enablement statistics around sales content.

They can’t find the content they need

According to Upland Software, 65% of content developed for sales is never used; they can’t find it. Your content marketing efforts are often being wasted.

And, according to the 2018 B2B Content Marketing Report, companies spend, on average, 26% of their marketing budget on content (with the most successful spending more than 40%).

Deals are closed when content is provided at each stage of the buying journey.

Hubspot notes that 95% of buyers purchase from the seller, giving them content at every stage of their buying process.

Organizational Alignment and Cross-Functional Collaboration

Sales and Marketing Alignment pays off

Hubspot reported 208% higher marketing revenue for well-aligned sales and marketing teams

Aberdeen notes 41% better growth towards quota goals when issues with marketing misalignment are corrected.

Overall organization misalignment has an even greater costs

Research has demonstrated that the cost is both measurable, and significant:

Sales Enablement Discipline and Metrics

What you measure is what you impact

According to research from PROLIFIQ, 47% of sales enablement teams don’t measure the ROI of their efforts.

The 55/38/7 communication rule states “55% of communication is body language, 38% is the tone of voice, and 7% is the actual words spoken.”

 

Employee Retention

1 in every 3 sellers will exit your business every year

Studies vary, but the seller turnover rate is in the range of 25-35%. This article from Harvard Business Review shows 27% in one study, and I’ve seen studies showing 33% and higher.

What does turnover rate mean to you in reality? For every ten sellers in your sales organizations, 3 of them will be gone within the next 12 months.

When reps leave, you are going to pay dearly

Data from SiriusDecisions estimates that the cost of seller turnover is around $200,000, between lost opportunity cost, retraining, hiring, and so forth.

Awareness – Based upon search volume and trends

For this part of the analysis, we are using our favorite SEO tool, ahrefs.

Enablement Awareness

Sales Enablement has risen to around 6000 searches a month. The growth in search volume aligns well with the growing interest in the profession.

Revenue Enablement, on the other hand, continues to hover at around 150 searches a month.

What does this mean?

While we are seeing many more people discuss Revenue Enablement, and use the job title, most content available today continues to refer to Sales Enablement.

Operations Awareness

Revenue Operations is winning the terms race over Sales Operations, but it’s very close. We expect to see Revenue Operations continue to grow in popularity and these numbers are likely to change significantly over the next couple of years.

If we combine searches for Revenue Operations and RevOps we see a combined search volume of over 3100 a month. The rate of growth is impressive, with Revenue Operations being the more popular search term.

Revenue Operations Search Volume – Trending
RevOps Search Volume – Trending

Note, in comparison, that Sales Operations search volume is flat at around 2100 searches a month and salesops is only searched around 50 times per month.

Jobs – Titles and Openings

Does any of the above translate into employment?

Heck, yeah!

Enablement Jobs

Using LinkedIn Sales Navigator and searching for profiles with the term “Sales Enablement”, “Revenue Enablement, or “Growth Enablement” in their job title currently comes in with just over 15,000+ people.

That is 2000+ more than we found in July of 2021.

Operations Jobs

Using both Revenue and Sales Operations for this analysis, we find more than 160,000 people with these job titles on LinkedIn!

What did we leave out?

Why is sales enablement important?

Hopefully you have a better sense now than you did at the beginning of this article.

What metrics should we have included?

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