State of Sales Study
State of Sales Annual Barometer Study
What is the State of Sales Study?
The Sales Excellence Hub (SEH) at Warwick Business School aims to strengthen connections between sales practice and academic research to improve the sales profession in the United Kingdom. One of the key ways we do this is through the State of Sales Study, an annual research initiative designed to act as a barometer of the sales profession and sales organisations in the UK. Launched in 2024, the State of Sales Study surveys practitioners to gain a clearer view of the challenges, trends, and opportunities facing sales professionals. It is built to:
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Provide relevant, research-based insights to sales leaders and practitioners
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Help the profession navigate emerging challenges
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Highlight areas where research can have the most practical impact
Our goal is to equip the UK sales community with data and insight to support stronger decision-making and the advancement of sales excellence across industries.
The State of Sales Study Report
Read the first State of Sales Study 2024 report here.Link opens in a new window
What we explore in the study
The annual study identifies and monitors priority areas, such as:- Professional development: Are there enough growth opportunities for salespeople today?
- Incentive structures: How are organisations rewarding sales performance?
- Artificial Intelligence: What role is AI playing in the sales function today, and what are its risks and potentials?
This Year: Take part in the 2025 Study
We have now launched the 2025 edition of the State of Sales Study and are calling on sales professionals, leaders, and stakeholders to share their perspectives.By taking part, you help shape the national conversation on sales and contribute to research that supports better performance, strategy, and learning in the profession.[Take the UK State of Sales Survey 2025]
[Apply to attend the 2025 State of Sales Conference – 1 December, The Shard, London.]📥 Participants will receive early access to the full 2025 report.
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Last Year: 2024 Study Results
Our first study, completed in November 2024, was a great success. It laid the foundation for this ongoing effort to build an evidence-based understanding of UK sales.
Key findings focused on:
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Limited pathways for structured professional development
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Challenges around incentive models and motivation
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Early-stage but growing adoption of AI in sales processes
The results were presented at the State of Sales Conference 2024 and are available in our full report:
Download the 2024 State of Sales Report
The findings from the 2024 study were presented at the inaugural State of Sales Conference 2024 and helped shape this year’s research agenda.
Questions?
If you have any questions about the study, the conference, or SEH’s work, please get in touch:
📧 Email: salesexcellencehub@wbs.ac.uk
👤 Dr Roland Kassemeier – roland.kassemeier@wbs.ac.uk
👤 Professor Nick Lee – nick.lee@wbs.ac.uk