#1 - Win Rates Fell By 18% in 2023  📉

More data is coming out to quantify 2023’s down year in B2B Sales.

According to the 2024 B2B Sales Benchmarks report from Pavilion and Ebsta, average win rates across the industry dropped by 18%. There was also a 16% increase in sales cycle time, and a -21% drop in deal values.

The big question is - will these numbers bounce back, or should these new benchmarks inform our assumptions moving forward?

End of Q1 will be an important moment to check back in on sales efficiency numbers.

Story #2 - Only 1/4 Teams Are Using AI 🤖

AI is a hot topic in many arenas right now, but how many teams actually use it to sell?

According to Gong, only 26% of Sales teams use some form of AI in their process today.

That feels low given the buzz, but another 26% indicated they plan to start soon. With the avalanche of recent product updates and new vendors, I think the gap to 100% closes quickly.

My guess it that AI will change GTM execution dramatically, and it is noteworthy that industry veterans like Jason M. Lemkin are already saying to the Sales world that ‘AI is coming for your job.'