Impact Reports

State of Sales Report 2025

The 2025 State of Sales Study examines the state of the UK sales profession and the main challenges facing UK sales organisations, with a particular focus on AI, talent, and incentives. During 2025, the Sales Excellence Hub ran three practitioner events with sales leaders from a wide range of UK organisations to identify the most pressing issues in practice and shape the research questions for this year’s study.

Drawing on insights from these events, the Sales Excellence Hub designed the 2025 State of Sales Survey to connect sales research and sales practice. The survey results provide an updated view of how the profession is perceived, where sales organisations are struggling, how AI and technology are being used, and what is happening in recruitment, development, retention and incentive design. The report offers practical implications for professionalising sales and improving the way UK sales organisations respond to these challenges.

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State of Sales Report 2024

The State of Sales Study explores the State of the UK Sales Profession and Challenges for UK Sales Organisation. The Sales Excellence Hub conducted five events throughout 2024 to identify key topics and challenges of the UK sales profession and UK sales organisations. Around 70 sales leaders from leading UK sales organisations participated in these events to connect sales research and sales practice. Based on the events, the Sales Excellence Hub designed the State of Sales Study. 125 sales leaders participated in the State of Sales Study. The findings from the State of Sales Study provide an overview of the State of the UK Sales Profession and the challenges that it is facing, while providing implications on improving and professionalising the sales industry, and best practices on mastering the challenges of UK sales organisations.

Please sign up here to receive a copy of the State of Sales Report 2024