1、2023 Sales Trends Report+UK Spotlight Strategies,Data,+Insights for Global LeadersXSales organizations at leading companies around the world are committed to growing better and today,that means focusing more on how you sell than what you sell.The highest performing sales teams prioritize building ra

2、pport with prospects,listening to their challenges,and developing meaningful relationships.The fundamentals have remained the same;like Zig Ziglar said,“Stop selling.Start helping.”But the way that we do this has changed quite a bit.In a competitive and rapidly changing environment,how you engage wi

3、th prospects and customers is why you win or lose business.Businesses with cobbled tech platforms are experiencing a“crisis of disconnection,”and seeking out new ways to align teams,data,and the customer experience.Buyers are committed to sharing their experiences and learning from their peers exper

4、iences,and third-party analyses like those from G2 and Gartner are becoming increasingly more integral to the buyers journey.At HubSpot,were honored to have been identified as Leaders in the 2022 Gartner Magic Quadrant for Marketing Automation Platforms and the G2 Grid for the Best CRM Software in 2

5、022.This recognition is compelling to our audiences because its based on their reviews and experiences with our tools.Over the past 10+years weve been listening to our customers and building our platform to help them grow better,and their successes have,in turn,helped us grow and scale.Christian Kin

6、nearChief Sales Officer,HubSpotForeword2023 Sales Trends Report2The deepest and most durable relationships take time and commitment,thats why delighting customers is more important than closing the initial deal and moving on.Weve learned that the customer journey starts with the sale,and companies t

7、hat deliver better customer experiences at every phase create brand promoters who fuel the Flywheel.Find ways to beautifully blend technology into your marketing and sales processes to answer questions,guide the user,and provide resources.But make it extremely easy to get in touch with a human being

8、,and the right human being,or risk losing a prospect or a paying customer.Digital technology is necessary for a top-notch customer experience,since customer expectations for personalization and an intuitive user experience are higher than ever.With brand new data from over 1,000 sales leaders across

9、 different countries,markets,and audiences,weve put together a comprehensive analysis of sales trends and strategies to help you succeed in the year ahead.Weve also gathered insights from trusted sales leaders to show how to put the data into practice and see measurable results.I hope the data and t

10、akeaways from this report help you lead your team confidently in 2023.2023 Sales Trends Report3ForewordIntroductionCHAPTER 1:Top 6 Sales Goals for 2023 CHAPTER 2:Top Sales Challenges(and Tips to Solve Them)CHAPTER 3:How to Get the Most Value from Phone Calls as a Sales Channel with AircallCHAPTER 4:

11、Sales Metrics to Track in 2023Table of ContentsCHAPTER 5:Lead Generation StrategyCHAPTER 6:Year-Over-Year Comparison of Sales Performance in 2021 vs.2022CHAPTER 7:Sales CultureCHAPTER 8:Trends from Effective SalespeopleCHAPTER 9:UK Sales Trends+OpportunitiesClosing258 2538414348 515557662023 Sales T

12、rends Report4The Evolving Hybrid Sales LandscapeSales has evolved over the past several years.All industries have seen a shift from in-person selling and networking to virtual and hybrid strategies.Automation and technology have redefined sales efficiency,and new sales intelligence apps join the mar

13、ketplace weekly.During a time of economic uncertainty,efficiency is top of mind for sales leaders,who are experiencing budget cuts and tighter margins.Today,weve seen that sales managers measure productivity based on CRM usage.With longer sales cycles and more relationship-building prior to closing

14、deals,CRMs have proven critical to keeping track of prospects and meeting their needs at scale,while keeping operational costs down.Younger generations are gaining decision-making power and growing in the sales force,and they communicate much differently than previous generations.Theyve grown up as

15、digital natives,and many have never worked in an office environment.Fundamental sales strategies remain effective,but with new tweaks to fit into todays tech stack.New Survey Data+Insights from 1,000+Sales ProfessionalsHubSpot partnered with Aircall to survey 1,000+global sales professionals around

16、the world to learn what sales channels and strategies are working,how sales teams can hit their targets in 2023,where to find qualified leads,and more.The data revealed that the buyers journey continues to grow and change,and top sellers have adapted to meet new(higher)customer expectations.Introduc

17、tion2023 Sales Trends Report5Consumers expect hyper-localized content,targeted communication via a variety of multimedia touchpoints and channels,and strategic consultation at every stage.And with an exponential rise in the volume of virtual messaging,the top challenge in sales in 2022 is standing o

18、ut from the competition.With a looming recession,budgets and headcounts are shrinking across departments buyers want to see how every decision they make will impact revenue,and want to feel confident that they will have dedicated support once they sign on with a new solution.In this report,well revi

19、ew high-level trends in B2B and B2C sales,provide executive insights from leaders at top companies,and cover the strategies and tools that sales leaders can use in 2023 to reach their goals.Report MethodologyHubSpot surveyed 1,000+sales professionals via online survey in July-August 2022 from B2B an

20、d B2C organizations in the U.S.,UK,Japan,Canda,Australia,France,and Germany.2023 Sales Trends Report6Tools,data,and automation that help eliminate friction from the selling process.Powerful all-in-one CRM and sales software for teams Find new opportunities to connect with prospects Build trust and e

21、stablish lasting relationships Automate administrative tasks,giving reps time to connect Access detailed revenue analytics and forecasting Boost sales team productivity Integrate with HubSpot and other leading CRMs Track sales performance Onboard new teammates more effectivelyFoster productiveyet pe

22、rsonalizedselling,at scale.The phone solution for savvy sales teamsGet a Sales DemoTry Aircall for Sales2023 Sales Trends Report72021 was a surprising year for sales following the pandemic,a global shutdown,and a complete transformation in the way that we work and live,42%of sales professionals stil

23、l managed to exceed their goals.In 2022,41%report exceeding their goals,despite challenges like a crowded solutions landscape,fewer high-quality leads,and difficulty finding and reaching qualified prospects.For the year ahead,the main sales goal leaders hope to achieve builds off of the momentum of

24、the past few years 45%of sales leaders want to exceed sales targets and quotas.But they plan to reach these goals in new ways.Sales teams are leveraging technology,focusing on demonstrating value,and building their own marketing and media channels to increase market share.One in four sales leaders i

25、dentified their main goal for 2023 as up-selling or cross-selling existing customers.Selling to existing customers has lower acquisition costs,and happy customers can drive significant business growth when they become brand promoters.Chapter 1:Top 6 Sales Goals for 20232023 Sales Trends Report8Other

26、 high priority goals in 2023 include making the sales process more efficient,leveraging CRMs to their full potential,improving sales and marketing alignment,and winning more market share in a competitive online space.Todays sellers need to build trust in new ways,and its harder to reach executives a

27、nd decision makers with the growing majority of leaders working remotely.Technology like CRM platforms and sales intelligence tools are helping uncover new opportunities and guide more effective conversations.Goal 1:Exceeding Sales Targets and QuotasThe top sales goal across B2B and B2C teams is to

28、exceed sales targets and monthly or yearly quotas.Whats changing in this area is the strategies that are successful in converting leads into customers.In 2023,expect sales tactics to become even more specialized by audience,niche,phase of the buyers research journey,and sales intelligence informatio

29、n.For B2B sellers,the most effective sales strategies for winning new customers are setting up face-to-face meetings,highlighting solutions to customer problems,and establishing competitive advantages in the market.2023 Sales Trends Report9On the B2C side,sellers have found success establishing rapp

30、ort during the sales process,offering discounts and promotions,creating membership rewards programs,and optimizing their e-commerce sites.“Prospects are less interested in seeing how it works and more interested in making sure you understand their needs,have a comprehensive idea of their requirement

31、s,and that the product will work.”Dan Tyre,Sales Director,HubSpot“2023 Sales Trends Report10Goal 2:Making the Sales Process More EfficientAs customer expectations rise,sales representatives have to add even more to their discovery checklists,which adds time and administrative tasks to their daily sc

32、hedule.Almost one third(29%)of sales professionals top goal for 2023 is to make their sales process more efficient.And the most popular tools to improve sales efficiency are Troops,Zoho,LeadIQ,LinkedIn Sales Navigator,and the HubSpot CRM.More than one in five sales professionals reports that the top

33、 reason prospects back out of deals is the length of the sales process,so any steps to speed up approvals and timelines helps you stand out and increases the likelihood of closing the deal.Almost one-third of sales professionals top goal for 2023 is to make their sales process more efficient.“Things

34、 like email templates,call recording functionality,and calendar management links are new features that are taking sales productivity to the next level.”Dean Moothart,Director of Client Solutions,LeadG2“2023 Sales Trends Report11Goal 3:Prioritizing Existing CustomersMore than three-quarters of sales

35、professionals(76%)report that 10%+of their company revenue comes from upselling.And 68%say that 10%+of total company revenue comes from cross-selling.Prioritizing existing customers impacts both direct revenue on upsells and cross-sells,and also influenced revenue.The three most effective opportunit

36、ies for up-selling existing customers are:After successfully meeting your clients goal01When youve identified issues with your clients strategy that your service or product can help solve02When you are setting goals with your client032023 Sales Trends Report12Upselling and Cross-Selling Strategies f

37、or Existing CustomersUpselling and cross-selling requires a deep understanding of your customers,their goals,and their actions.People give business to people they trust and enjoy working with,and they have more choices than ever before.In the LinkedIn Global State of Sales Report,almost half(46%)of

38、sales representatives said their biggest challenge was incomplete data.Upselling and cross-selling rely on accurate data and automation,which support an exceptional customer experience.Without a foundation of a solid relationship with your customers,discounts and promotions,which are the most effect

39、ive sales strategy for existing B2B and B2C customers,will only go so far and last so long.2023 Sales Trends Report13“When it comes to B2B sales,there are multiple decision makers at the table.And these decision makers have done their research online before ever jumping onto that first demo.Competit

40、ive intelligence solutions are enabling sales teams and giving them insights in real time so they can confidently know when to say,“Only with my solution can you get”And thats what wins more deals,”says John Judge,SVP of Sales at Crayon.“Using sales intelligence tools,understanding industry trends a

41、nd nuances,and providing thoughtful suggestions to help customers hit their goals are some of the top ways sales teams are adding value and successfully selling to current B2B and B2C customers.2023 Sales Trends Report14Goal 4:Winning More Market ShareSix in 10 sales leaders feel that having dedicat

42、ed sales enablement support is very important or extremely important to making sales.And salespeople at companies with dedicated enablement teams perform better and are more likely to exceed their goals.When sales enablement and marketing teams establish a wider presence in the market,it makes it ea

43、sier for sales teams to close deals and focus on customer challenges,rather than having to start from square one with laying a foundation of trust and brand recognition.In 2023,sales enablement teams should focus on creating and generating:Product demos based on use cases Up-to-date customer testimo

44、nials and case studies Reviews Current market research reports Shareable social media content2023 Sales Trends Report15Other ways that sales teams are winning more market share are offering discounts and promotions with industry partners,and down-selling to capture leads at an earlier growth stage t

45、han the ideal target audience.Take the HubSpot Academy Sales Enablement Training Course+Get Certified in Sales Enablement2023 Sales Trends Report16Goal 5:Improving Sales+Marketing Alignment When sales and marketing teams are misaligned,it leads to missed sales and revenue,lost qualified leads,and a

46、poor impression of the company as a whole.More than half of sales leaders(52%)say that misaligned sales and marketing teams have cost them revenue,and more than one-third(36%)report that it prevents both teams from succeeding.A third of sales leaders(33%)also find that when sales and marketing arent

47、 aligned it wastes marketing budget.In 2022,one in five sales professionals feels that sales and marketing teams arent very aligned,or not aligned at all.2023 Sales Trends Report17When sales and marketing teams are aligned,it a)increases revenue,b)improves the customer experience,c)increases lead qu

48、ality,and d)helps teams close more deals,along with more benefits to both teams.How Sales and Marketing Teams Can Work Better,Together When marketing and sales teams arent on the same page,it wastes budget,and creates frustration for both sides.For example,if marketing spends a quarter of their budg

49、et on a campaign that generates low-quality leads,everyone suffers sales representatives spend time calling unqualified prospects,the marketing team sees low engagement,and no one hits their targets.2023 Sales Trends Report18When these teams work together,they can help each other grow better.The big

50、gest barriers to sales and marketing alignment,from a sales perspective,are:The first step towards bringing sales and marketing together is establishing one source of truth in terms of contact profiles and data.When teams can accurately track the success of marketing initiatives all the way down to

51、sales and brand ambassadors,they can more confidently report on ROI and make informed decisions about marketing campaigns.Lack of effective communication between teams(38%)Lack of input from sales on marketing content(27%)Lack of alignment on goals/strategies(30%)Sales and marketing teams use differ

52、ent tools(26%)Difficulty sharing data between sales and marketing teams(26%)01030204052023 Sales Trends Report19Sales Enablement Content to Create+Generate in 2023 Market research reports Customer testimonials+case studies Reviews Email templates Social media content Product demos Competitor analyse

53、s010203040506072023 Sales Trends Report20Goal 6:Leveraging Your CRM to Its Fullest PotentialTwo of the top five obstacles to sales and marketing alignment are a)having different tools,and 2)difficulty sharing data between teams.For teams hoping to better leverage their CRM,the first step is to make

54、sure its connected to your marketing and revenue optimization tools.The more teams using a shared data source and contact management system,the more connected the user experience isAnother underrated consideration is supporting the tools your teams actually use.Regularly analyze user data in the sal

55、es tools that you invest in to find out what the top performers use the most and which tools are connected to the highest revenue customers.Survey sales teams to learn what tools they are using to help them find new prospects,do research,conduct outreach,follow up with leads,and manage their pipelin

56、e and if any of these tools are outside of your teams tech stack,find a replacement that integrates with your systems.40%of sales professionals feel that their CRM is very effective or extremely effective at improving sales+marketing alignment.2023 Sales Trends Report21“To get the full benefit of yo

57、ur tech stack,it has to feel natural to lean on it.If half of your marketing,sales,and service teams dont leverage these tools,then the data isnt accurate and the ROI cant be properly measured.”Tracey Quinn,Associate Inbound Growth Specialist,HubSpot“2023 Sales Trends Report22In 2022,the top sales c

58、hallenge is standing out from the competition.Other top challenges include meeting quotas,getting in touch with decision makers,and lead quality.For sales managers,consider your team quotas for 2023,and how frequently you revisit them.Due to market shifts,the same expectations from previous years ma

59、y be harder to hit this year.To address sales challenges like finding quality leads,getting in touch with decision makers,keeping prospects engaged,and building rapport,salespeople should consider building out a personal branding strategy.The#1 channel for getting in touch with decision makers is Li

60、nkedIn,making it a great place to share useful content about the industry.Video content is one of the most popular forms of marketing,and sees incredible engagement on LinkedIn,Facebook,and YouTube.When prospects develop a relationship with you via social media first,theyre more likely to feel ready

61、 to purchase from you when the time is right.Chapter 2:Top Sales Challenges(and Tips to Solve Them)2023 Sales Trends Report23Challenge 1:Standing Out From the CompetitionTo stand out against the competition,prepare to exceed prospects expectations at every interaction.The standard for software and t

62、ech companies today is personalized email marketing,educational content and events,and experienced reps available for in-depth exploratory calls.So in order to rise above the crowd,you need to be one step ahead of the already high standards in helpful,inbound selling.Read user guides or use tutorial

63、s to learn your CRM and sales software inside and out.Gather sales enablement materials like industry-specific demos,case studies,reviews,testimonials,and analytics tools or reports.Keep up with industry news,trends,and reports to help prospects guide strategy and show the potential ROI to their sup

64、ervisors or other decision makers.Set up alerts and automation to help you follow up with prospects at the right time and provide valuable resources.01020304“With the sheer number of competitors offering any specific SaaS solution,running a strong sales process is more important than ever.When sales

65、 reps push for a close,without having executive buy-in and a clear ROI,more deals will be lost to no decision and timelines will push.”Jayme Manos,Senior Manager,Enterprise Sales,HubSpot“2023 Sales Trends Report24Challenge 2:Meeting Quotas Setting and meeting sales quotas in 2023 will both be harder

66、 than in previous years.Nearly three-quarters of major advertisers report that the economic downturn is impacting their 2023 budget decisions,and 30%are cutting ad budgets.Using this as a preview of the marketing space at large,salespeople should expect prospects to be careful with their spend and d

67、eeply consider purchases in the coming year.To meet quotas and convert leads,the most effective strategy sales representatives can use is making phone calls both for those selling remotely,and overall.Two thirds of salespeople also use discounts and promotions,and more than half report that they inc

68、rease sales.The most popular promotion among sellers is bundling a suite of products,followed by free trials.Hear from Sales Leaders“To make sure I meet and exceed my monthly quota,I take the time to understand the prospects timeline and if there are any hidden parts of the process(this usually incl

69、udes the legal team or other stakeholders),so I can plan and get ahead of it.Beyond that,I always make sure my calendar is as open as possible so Im available to hop on calls and can reply to client emails as quickly as possible so they have the answers they need to make decisions.Finally,I make sur

70、e to only take meetings with prospects and clients that I think are most likely to find value from Aircall.”Elizabeth Beggs,Strategic Account Executive,Aircall“2023 Sales Trends Report25 Leadership tip:16%of salespeople believe that unrealistic quotas are one of the top reasons for turnover in sales

71、 roles.Regularly evaluate your team quotas and check in with reps on how theyre feeling ahead of the end of month or end of quarter.“A solid sales trend I see in 2022 is the utilization of a multi-touch connection process that absolutely includes a warm call on the telephone that can be a first step

72、 in starting a sales conversation.”Dan Tyre,Sales Director,HubSpot“2023 Sales Trends Report26Challenge 3:Getting in Direct Contact with Decision-Makers In 2023,67%of sales representatives will work under a hybrid or fully remote basis,and globally,almost 70%of professionals work remotely.Industry ev

73、ents have largely shifted to virtual and hybrid formats,and many leaders and decision makers have physically moved to new locations farther away from their HQ.If theyre not already,salespeople need to get comfortable with virtual networking and establishing their own presence on social media.Almost

74、three quarters of sales professionals say that LinkedIn is the most effective platform for researching prospects.Hear from Sales Leaders“When it comes to getting to the right decision maker,get straight to the point.In my experience,a simple,direct question leads to a simple,direct answer.Of course,

75、sometimes that answer is no,but asking things in a long convoluted way might cause confusion or distrust about intentions on the prospects side.Overall I have seen a lot more success with one or two-line emails than with essays.”Louise Ryan,Business Development Representative,Aircall“2023 Sales Tren

76、ds Report27Challenge 4:Lack of High-Quality Leads To address lead quality issues,the first place to look is sales and marketing alignment.Its important for sales and marketing teams to share the same understanding of the ideal customer profile or buyer persona,and regularly review what this means.De

77、velop and update these assets based on sales data,lifetime value,and which customers turn into promoters.After the target customer has been identified,sales teams use tools like LinkedIn Sales Navigator,HubSpot Sales Hub,LeadIQ,and others to find and engage with prospects at the right time.2023 Sale

78、s Trends Report28Hear from Sales Leaders“I see it as an opportunity to get more creative with my outreach strategy.Believe it or not,there are warm leads everywhere.Whether it be on LinkedIn,review sites,etc.,you just have to find them.Having that hunting mentality is critical because there is alway

79、s a business out there that needs your product/service but youre going to have to put in that little extra work to find them when warm leads lack.”Chris Butera,Business Development Representative,Aircall“2023 Sales Trends Report29Challenge 5:Keeping Prospects Engaged Throughout the Sales Process To

80、maintain a prospects interest throughout the sales process,which can be lengthy depending on the scale of the software package or service,you need to understand your buyer in terms of the bigger picture context.What are their goals?What is their busy season?How has their industry been impacted by th

81、e staffing shortage?Are companies in their industry going through layoffs?How do they prefer to communicate?What metrics do they report to their manager?During the B2B and B2C sales processes,sales representatives most frequently communicate with prospects two to seven separate times,which adds up w

82、hen you consider that most have dozens of prospects theyre working with at a given time.Using automated sales management tools and a CRM that adds lead intelligence and logs communications with prospects(like phone calls,emails,and actions)can help sales teams manage the hundreds of data points they

83、 need to use to successfully bring in new customers.2023 Sales Trends Report30Hear from Sales Leaders“I keep my prospects engaged throughout the sales process by making sure I make it all about them.I like to ask questions to really understand where they are as a business and what theyre hoping to a

84、ccomplish with solutions like Aircall and HubSpot,and then I assure them that Im here to help.I always inform them that Im working off of their timeline given the information that they share with me.”Christell Cherenfant,Account Executive,Aircall“2023 Sales Trends Report31Challenge 6:Difficulty Gett

85、ing Meetings With Prospects Timing is everything.Reach out at the wrong time,youre a nuisance.Reach out at the right time,and youre the answer to a prayer.Its well known in the industry that the best salespeople spend most of their time on calls with prospects listening.“Keeping prospects engaged th

86、roughout the sales process can be challenging for a sales executive.The key here is really understanding your prospect;their business model,growth goals,challenges,and KPIs.This will help you tailor and personalise your communications.Keep bringing relevant new insights,valuable articles,and high-va

87、lue CTAs.By sharing regular,tailored and insightful content,youll ensure a prospect thats motivated to stay engaged throughout the buyer journey.”Crevan OMalley,Senior Director of EMEA Sales,HubSpot“2023 Sales Trends Report32“As an Outbound BDR,one of the biggest challenges I face is holding the att

88、ention of a prospect if they arent ready to commit at that initial conversation.Something Ive found to contribute to my success is not only to follow up but also to make notes pertaining to that prospects specific circumstances.That way,every prospect feels like they are the only one youre talking t

89、o,allowing for that great customer experience right from the get-go.”Olivia Smith,Business Development Representative,Aircall“Getting in front of the right people can be incredibly challenging for sales executives.The first key way to secure a meeting is to understand your prospect and make sure you

90、re adding value in each of your communications.By understanding their challenges and goals,youll be able to tailor your messaging and make yourself a useful contact.Also,dont be afraid to stand out from the crowd by testing new channels like video or voice notes to make your contact more personable.

91、”Alan Slevin,Manager,Business Development UKI,HubSpot“Hear from Sales Leaders2023 Sales Trends Report33In order to secure meetings with qualified prospects,the best strategy is to listen.And to make it easy to meet with you.When listening for signals that a prospect is ready to meet,use these questi

92、ons as a guide:Has the prospect viewed the pricing page?Have they requested additional pricing information?Did they recently download a case study?Have they used the chat feature on your website?Did they attend an event with your company or a partner?Have they asked for recommendations for new produ

93、cts on social media?Social selling requires a combination of social media savvy and sales tools that can automatically flag key readiness indicators and send automatic alerts.Get the Sales Playbook to Social SellingWhy Prospects Back Out of Deals The number one reason prospects back out of deals is

94、that they arent ready to purchase.Remember timing is everything.Other key reasons like prospects not being convinced that the product or service is right for them,or that it doesnt solve their problems largely signal a disconnect between the prospect,the messaging,and the solution.Collect data on wh

95、y prospects are backing out of deals to find out where the breakdown is happening.Look at the entire process,from initial outreach,to nurturing,to customer mavrketing and retention.Align sales and marketing teams around the same buyer persona and make sure its easy for everyone to access up-to-date

96、sales enablement materials.2023 Sales Trends Report34Reasons Prospects Back Out of DealsTips to Solve Prospect Challenges“Im not ready to make a purchase.”“I dont think your product/service is worth the price.”Ask about budget cycles and the decision-making process Use data to guide the right time t

97、o send contracts Incorporate decision-makers earlier in the sales process Provide case studies for similar sized businesses with ROI details Down-sell to a freemium version or a trial and let the product sell itself Use a comparison matrix with competitors2023 Sales Trends Report35“I dont think your

98、 product/service is right for us.”“I cant get approval from my supervisor.”“The sales process is taking too long.”“Your product/service isnt solving the right problem.”“I dont trust you enough to commit yet.”Send case studies from the same industry or use case with data and testimonials Offer an ext

99、ended free trial Show the prospect how your product/service works with their existing tech stack Adjust buyer personas to leadership and decision makers Bring decision makers in earlier Automate follow-up tasks and reminders Bring decision makers in early Use digital proposal apps that integrate wit

100、h your CRM Offer an extended product demo Offer an extended free trial Offer an extended free trial Send case studies or testimonials Suggest a more flexible pricing plan2023 Sales Trends Report36Its no secret that phone is one of the most successful sales channels,ranking right below in-person meet

101、ings and right above social media and email.Its direct,personal,and effective,leading to positive outcomes as you build rapport with prospects and customers alike.Lets break down a couple of ways you can leverage voice to reach your business goals.Chapter 3:How to Get the Most Value from Phone Calls

102、 as a Sales Channel with Aircall2023 Sales Trends Report37Use Phone Calls to Keep Track of Customer Data From a data standpoint,phones can provide essential context to help you keep track of leads throughout the customer journey,especially when you connect your business phone to key business tools l

103、ike your CRM or help desk.By connecting these tools,youll be able to quickly access order info,customer details like their name and contact information,and see their interaction history so you can get a sense for the problems theyre navigating and how you can help.For Aircall customer Humanitix,they

104、 integrate voice with HubSpot to coach team members and improve their customer experience.“All recordings are brought into Hubspot,which is really helpful,so when we do need to listen to a call,we can quickly pull up the contact and listen.If were doing a call feedback session,well jump into the cal

105、l recording within Aircall itself,”said Michael Shaskey,Humanitixs Head of Growth.Beyond call recording,integrations make it easier to focus on what matters most.“Whether tracking communications or linking updates to specific contacts,our work is seamless,”said Bree Wright,Head of Client Acquisition

106、s at The Photo Studio.2023 Sales Trends Report38Sell Anywhere with Modern Cloud-Based Phone Solutions Another benefit of investing in a modern business phone is being able to sell no matter where youre located.When it comes to remote selling,44%of survey respondents ranked phone calls as the most ef

107、fective way to close deals(21%of respondents preferred email and 18%preferred video chats)since they allow for you to really build relationships with prospects and create a positive and memorable experience.When you leverage cloud-based phone features like international and local numbers,youre able

108、to expand your global reach and speak to prospects wherever they are(and see major cost savings on international calling in the process).2023 Sales Trends Report39For Superscript,having the ability to easily scale a remote-friendly phone system was key to their growth.“Aircall just really took a lot

109、 of stress out of the situation itself.It allowed us not only to execute a remote working option for all members of staff,but it allowed us to then continue with a really solid hybrid policy across the business,”says Daniel Prescott,Head of Customer Operations at Superscript.“Not having to worry abo

110、ut the telephony system as we expanded into European marketsand allowing people to always feel connectedis so great.No one feels like theyre a million miles away from a colleague.For all they know,they could be sitting right next to them.”“2023 Sales Trends Report40Among 1,000+global sales professio

111、nals,the sales metric deemed the most important to track in 2023 is average profit margin,followed closely by year-over-year growth and conversion rates.Customer acquisition cost(CAC)used to be a top metric for sales,but it can be hard to measure and has lost popularity in recent years.Chapter 4:Sal

112、es Metrics to Track in 20232023 Sales Trends Report41Salespeople are most likely to track average profit margin and their own productivity metrics,along with year-over-year growth.For sales leaders,when asked what they do track,they say CRM usage,calls made,emails sent,and conversations.They want to

113、 know whats happening at the moment and keep a close eye on overall progress and productivity.But when asked whats most important to track,leaders are looking for calls made,follow-ups on high-quality leads,CRM usage,and proposals sent.In 2022,CRM usage is the most important indicator of productivit

114、y in sales.2023 Sales Trends Report42One of the top challenges for salespeople is a lack of high-quality leads.But 41%say that they do receive quality leads from their marketing teams.Wheres the disconnect?In 2022,salespeople find that the best quality leads come from referrals,followed in a distant

115、 second by social media,tradeshows and events,telemarketing,inbound marketing,and digital marketing efforts like website,blog,and SEO.What“quality”leads means has changed over the past few years,largely due to changes in consumer behavior.Chapter 5:Lead Generation StrategyAccording to sales teams,th

116、e best quality leads come from referrals.Finding High-Quality Leads In 2021,the top marketing channels for lead generation were social media,SEO,and account-based marketing.In 2022,influencer marketing and short-form video became priority channels for marketing growth,along with virtual events and m

117、obile-focused web strategy.More than half(56%)of sales representatives feel that lead quality has stayed the same or gotten worse from 2021 to 2022,which could be attributed to marketing and sales strategies needing to catch up with the times and pivot more quickly than they needed to in the past.Th

118、e ways that people engage online and do research have changed drastically,and today sales and marketing teams should focus on referral programs,social media and encouraging user-generated content,and virtual events.2023 Sales Trends Report43Using Social Media for Lead Generation In 2023,B2B sales re

119、ps plan to use LinkedIn,Facebook,and Instagram to find new prospects and leads.B2C sales reps are more likely to use Facebook and Instagram,and more than half are also on LinkedIn.YouTube and TikTok are growing as channels for both B2B and B2C sales and marketing,with short-form video on the rise in

120、 the professional space.2023 Sales Trends Report44Sales Pipeline Averages Sales leaders need ways to benchmark their teams performance and understand what a healthy sales pipeline looks like in a given quarter in the context of the regional and global economy.In 2023,sales leaders can estimate that

121、in order to see sustainable growth,sales representatives should get 1-40 leads per week.And 78%of salespeople have anywhere from 1-40 prospects moving through the sales process at a given time.As an additional point of reference,the average SaaS sales cycle is 84 days.2023 Sales Trends Report45Chapt

122、er 6:Year-Over-Year Comparison of Sales Performance in 2021 vs.2022Eighty-five percent of sales representatives reported meeting or exceeding their sales goals in 2021.That number dropped slightly in 2022 to 82%.The biggest changes to the sales process in 2022 were:More demand for establishing trust

123、 and rapport with prospectsNeeding to use even more personalization to close deals.Using solution-based sales pitches rather than product or service-based pitches0103022023 Sales Trends Report46Another major change noted was a new focus on prioritizing existing customers over new ones.Upselling and

124、cross-selling require different strategies,tools,and expectations from sales managers,so sales teams should identify these goals ahead of time and only pivot after analyzing performance from each quarter.When asked if selling remotely has an impact on sales performance,one in five(21%)salespeople fe

125、el that its harder,but more than one third(36%)find that its easier to sell virtually.This could be due to the fact that all the information they need is right in front of them,or because some salespeople feel more comfortable and confident in their own homes.For hybrid sales representatives,however

126、,46%feel that selling remotely is less effective.2023 Sales Trends Report47“2023 is going to be a different year for salespeople as the sales landscape has changed so much.Before this year,sales reps could go onsite to build trust and demonstrate why their product was superior to their competition,a

127、nd theyre no longer able to do that.Most companies I am working with are still not going into the office,so they have to figure out a way to build this trust virtually.”Chris Moore,Strategic Channel Account Manager,HubSpot“Overall,sales win rates,deal sizes,and close rates have stayed the same or in

128、creased since 2021,showing promise for the year ahead.2023 Sales Trends Report48Sales culture is shifting,and leaders now understand what encourages happy employees,and what leads to burnout.Prioritizing a strong sales culture improves employee satisfaction,prevents turnover,and helps employees do t

129、heir best work.Chapter 7:Sales Culture“What happens when you work for an employer that celebrates your diversity,empowers you to take ownership,and promotes values that align with your own?You are inspired to do your best work,you grow phenomenally,you deliver spectacular results.”Radwa Khorshid,Sen

130、ior Manager,EMEA BDR,HubSpot“2023 Sales Trends Report49“I hypothesize that the hierarchical nature of sales organizations will flatten and accelerate over the next five years.More people are working from home leading to more focus on the output of work,the leveraging of technology to get that output

131、,and cleaner communication.We must simplify things,and therefore,processes.I think well see a shift of more doers and less menagers on sales teams.”Stuart Blake,VP of Sales,Help Scout“Clear goals and expectationsTrust between sales repsTrust between reps and leadershipWith 67%of sales teams operatin

132、g under a remote or hybrid model in 2023,leaders will need to invest in virtual teambuilding and collaboration tools,and consider a more flexible org structure than in the past.The top three most important aspects of internal sales culture that help sales teams succeed are:2023 Sales Trends Report50

133、Retaining Talent+Fostering Success on Sales Teams Experienced salespeople are in high demand and will continue to have their choice of companies and teams into the year ahead.For leaders looking to avoid turnover and support their teams in hitting their goals here are some dos and donts.2023 Sales T

134、rends Report51DosDontsGreat Sales Leadership in 2023Watch for signs of burnout and stressFacilitate team bonding and mentorshipRecognize team members for their achievementsEncourage work-life balanceProvide thorough feedback and actionable tipsPush teams without checking inSilo employees in their ow

135、n workFoster too much competition between reps and create a toxic environmentSet unrealistic goals and expectationsWait until yearly evaluations to give feedback2023 Sales Trends Report52High performing sales representatives have a few things in common most importantly,they say sales and marketing a

136、t their company are strongly aligned(more than in the past),and beyond that,they use their CRM and analytics heavily during the sales process.Successful sales teams are more likely to have a dedicated sales enablement team,use social media for sales,and use sales tools for productivity,forecasting,a

137、nd sales management.Chapter 8:Trends from Effective Salespeople2023 Sales Trends Report53“For so long I thought sales was about Closing The Sale.What Ive realized is how much more enjoyable selling can be when you focus on GIVING value.Not only does it help facilitate a better sales process with mor

138、e meaning and better discovery,it feels a lot better,too.The best sellers and leaders Ive interviewed focus on how they can be the best in the world at giving.”Jordan Benjamin,Principal Partner Sales Manager,HubSpot“The most important traits for sales leaders in 2023 are:Good listening skillsAdaptab

139、ilityAbility to motivate their teams2023 Sales Trends Report54The UK and Europe as a whole have been experiencing steady growth over the last decade,and its only picking up even more in the past few years.Companies are growing globally and localising their sales and marketing efforts for new and eme

140、rging markets.And entrepreneurs in Europe are rapidly bringing new businesses to unicorn status.“The European market is built by many small SMBs who are much more technologically savvy these days.And they are willing to use new technologies to grow.”Sales teams in the UK report that the biggest chan

141、ge going into 2023 is turning the focus onto existing customers,and upselling and cross-selling to their current audience.Other trends in sales and marketing include:in-person meetings making a comeback,social media growing as a prospecting tool,and messaging apps opening up a huge opportunity for r

142、eaching the UK market.Chapter 9:UK Sales Trends+Opportunities“European businesses are growing incredibly fast.And in fact,European funds have outperformed U.S.funds for the last couple of years.Its not a coincidence that many U.S.funds are looking to invest in European markets.These success stories

143、and unicorns have created a big pool of talent who know how to build businesses using the growth mindset,”Itxaso del Palacio,a Partner at Notion Capital shared on the European Startup Show podcast.“2023 Sales Trends Report55We surveyed 100+salespeople across large and small businesses in the UK who

144、use a mix of sales models to find out what trends will be important in 2023 and what theyre seeing in the market today.Here are the top sales trends and opportunities for the UK market.UK Sales Teams are Focusing on Cross-Selling and Upselling Existing Customers The#1 change that UK sales reps saw i

145、n the field from 2021 to 2022 was a shift towards selling to existing customers over finding new customers.In the UK,teams are prioritising upselling and cross-selling initiatives and improving sales and marketing alignment more so than the global average.Half of the UK companies surveyed report tha

146、t existing customers represent over 50%of their revenue.And since more than one third(38%)of salespeople say that making sales has become harder in the past year,sales and marketing teams need to find ways to re-engage their customer base and turn happy customers into brand promoters.Marketing teams

147、 may need to create new sales enablement content like market reports and case studies to sell new product features,use cases,or packages.Find out how the Flywheel Model drives business growth and customer delight.2023 Sales Trends Report56The best ways that UK sales teams have found to convert exist

148、ing customers include:1)Establishing rapport2)Offering discounts/promotions3)Running retargeting programs4)Optimising your site5)Partnering with influencers on social media2023 Sales Trends Report57Recent data from Bizzabo showed 724%growth in in-person events in 2022,and events like INBOUND returne

149、d to convention centres for the first time this year since before the pandemic.Leaders need to ensure their teams are equipped to network effectively in-person,especially younger team members who may not have ever worked in an office or attended a conference before.In-Person Selling is Making a Come

150、back in the UKSales representatives in the UK are more likely to follow an in-person sales model(35.5%)in 2023 versus the global trend(32%).And,the most effective sales channel worldwide is in-person meetings,which aligns with the UK.2023 Sales Trends Report58Email and Video Calls are Scalable+Effec

151、tive for SalesThe top sales channel in the UK is email,but globally,phone calls are ranked higher.Additionally,video chat is more popular for remote selling and overall in the UK versus the global trends.Both email and video calls are low-cost,sustainable channels for selling locally and internation

152、ally.Plus,most CRMs integrate with email marketing and video call solutions,so everything is automatically recorded and added to the contact record,reducing the amount of manual work it takes to be a great salesperson.2023 Sales Trends Report592023 Sales Trends Report60Post-Pandemic,New Sales and Ma

153、rketing Channels are Emerging in the UKSocial media is considered one of the top five most effective sales channels among UK sales teams.More than half(58%)of UK teams say they use social media to find new prospects,compared to 50%globally.The most effective social media platforms to find new prospe

154、cts in the UK are:1)LinkedIn,2)Facebook,3)YouTube,4)Reddit,and 5)Instagram.One in five(21%)salespeople in the UK say they use text messaging for remote selling,but none report that its effective,which is surprising,seeing as 75%of adults in the UK use WhatsApp.Sales and marketing teams should work t

155、ogether to find a WhatsApp messaging sales strategy that works for their audience to boost conversions.2023 Sales Trends Report61UK Sales Teams Are Doing Something RightUK sales teams consider win rate one of the top three most important metrics to track in 2023,which differs from the global favorit

156、e of year over year growth.How are sales leaders in the UK setting up their goals for the new year,and how do they compare to global sales metrics and benchmarks?Sales conversion rates are higher in the UK than the global average,so perhaps there is a higher priority on qualified leads,and managers

157、want to see them close.Sales teams who report sales conversion rates higher than 10%Global=34.5%UK=46.7%2023 Sales Trends Report62In 2023,UK sales teams should embrace in-person events and networking opportunities,refine their messaging strategy,develop an upselling and cross-selling plan,and analys

158、e email and video performance.2023 Sales Trends Report63ClosingConsumer trends and the global economic market will continue to shift over the coming months sales teams need to be ready to pivot their strategies and showcase exactly why they stand out from the competition.Sales leaders should priorit

159、ize sales and marketing alignment and create an environment of support among sales reps on the team not one of competition.As companies expand internationally and begin selling in new markets,they can learn from local analyses and prepare new sales teams with localized sales enablement content like

160、market research reports,testimonials and case studies,reviews,and email templates.The biggest takeaways for sales teams as they plan their goals and strategies for the year ahead are to align data and tools between customer-facing teams,create personalized content,establish trust and build rapport,a

161、nd leverage their CRM and automation.When you join HubSpot,you gain access to:or get 20%off HubSpot software todaySign up for free Educational resources and tailored trainings to help you grow your business Thousands of integrations that fit in with your existing tech stack 24/7 customer support and

162、 an active community of usersWith Aircall,you can:Try Aircall for Free Access customer information at your fingertips as soon as the phone rings Automatically log call activity in HubSpot to boost productivity Activate HubSpot workflows using your call activity to follow up with customersCompanies that align sales and marketing scale faster and see more conversions connect your teams in our combined ecosystem.HubSpot and Aircall customers grow better together.2023 Sales Trends Report64