Sales Leader Compass

October 2024 Navigating the Path to Future Ready

We teamed up with Ipsos and LinkedIn Insights to explore sales trends and strategies for the future. Here’s what we found.
Intro

Navigating the Path to Future Ready in the AI-Powered Era of B2B Sales

We are at a pivotal moment that will primarily due to difficulties and We are all navigating this path together
determine the winners and losers in the complexities with AI integration and and LinkedIn is here to help you every
new AI-driven B2B sales landscape. It’s the pressing demand for sellers to have step of the way.
all about laying the groundwork today so stronger human and AI skills.
that your organization is ready for what’s We partnered with Ipsos, a leading
next. Being future ready—in this AI- AI matters because it has the potential global market research firm, and also
powered era—involves being equipped to revolutionize sales by automating gleaned LinkedIn Insights data, to
with the technologies and the skills, and administrative tasks, increasing discover the current state of sales, future
the best practices, so that your team can productivity and efficiency while trends, and actionable strategies to help
have the right conversations with people freeing up valuable time for selling and you prepare for what’s next. Here’s what
who matter and achieve profitable, relationship building. we found.
sustainable, and exponential growth.
Of course, just having the right
But, only one quarter (28%) of sales technologies—and a team that knows
executives are highly confident about how to use them—isn’t enough. Your
being future ready. sellers actually have to use AI solutions
in the right way to realize a meaningful
It’s tougher than it sounds. Being impact on revenue. By infusing proven
future ready involves a complex set sales best practices with AI-technologies,
of challenges to solve. To that point, you can empower your team to have
nearly three-quarters of executives lack higher-quality conversations with buyers
confidence in their future readiness, and crush their quotas.

01 | Sales Leader Compass | Oct. 2024 Introduction |

Executive Summary of Key Findings

If this feels like a wake up call, it is

Most Executives Are
Not Future Ready There are three elements to being future ready in this AI-powered era.

Only one quarter (28%) of sales It’s about having the technologies, the skills, and the best practices, so that your
executives are highly confident team can have the right conversations with people that matter to achieve profitable,
about being future ready. sustainable, and exponential growth.

AI Best Practices

AI Technologies
AI Skills
Sellers are
Double Selling incorporating AI
It’s Time to Hire for into Proven Best
Time AI Skills
AI Can Double Your Team’s Selling
Practices
AI Literacy is The Most Critical Skill to Be
Time: AI can offload administrative Assisted by AI, Proven Sales Best
Future Ready, But You’re Yet Not Hiring For
tasks and double every salesperson’s Practices Can Increase Productivity and
It: According to LinkedIn data, less than 1% of
average selling time from 10 to 20+ Help Sellers Show Up Prepared: Over
sales roles demand AI expertise.
hours per week. 50% of sales teams are already using
AI to perform tasks such as researching
accounts and multithreading.

In this edition of Sales We share new market research data and exclusive LinkedIn insights gleaned from over
1 billion members globally to help you navigate your path to future ready.
Leader Compass…

02 | Sales Leader Compass | Oct. 2024 Synopsis |

 Sales Executives Face Top 3 Reasons Why Sales
Executives Don’t Feel
Urgent Challenges
Future Ready
That Are Blocking the
Path to Future Ready
#1 Navigating the role
of AI
In today’s rapidly evolving business
landscape, sales executives are
increasingly finding themselves #2 Keeping up with new
technologies and
unprepared for the future. According tools
to Ipsos data, the top three challenges
they face include navigating the
complexities of AI, staying current with #3 Having the right
technology and
emerging technologies and tools, and human skills to be
balancing the acquisition of both tech successful
and human skills.
Base Executive n=117. Q. You mentioned you are unsure or
not confident about your future-readiness. What are some
of the specific areas where you feel less prepared?

Chapter 1

Future Ready
Only About a Quarter of Sales Executives Globally AI-ifying Best Practices
Are Future Ready. Here’s Why is a Game Changer
Earlier this year, we published the
83%
Ask yourself, “Are you future ready?” If you’re not there yet, Deep Sales Playbook, which identified
10 best practices that top performers
then you’re not alone. We found that nearly three-quarters do that increase their chances of
(72%) of sales executives are not highly confident about being exceeding their quota by nearly 2x of sellers believe that the more that
they invest in creating and nurturing
future ready. vs. the sellers who do few or none of
as many buyer relationships as
these best practices.
possible, the more successful they
Here’s why being future ready matters. Executives who are By augmenting these proven best will be.
highly confident about being future ready are nearly 2x more practices with AI technologies, sellers Base Sellers n=1000. Q. Thinking about the tasks and
can find and engage buyers more responsibilities of your B2B sales role, please indicate how
likely to exceed quota. quickly and in a more informed way. much you agree with the following statements. I believe
that the more that I invest in creating/nurturing as many
It can also elevate buyer relationships buyer relationships as possible, the more successful I
will be.
by helping sellers show up prepared
for every conversation—which over
80% of sellers agree is the key to
success.

03 | Sales Leader Compass | Oct. 2024 Future Ready |

Navigating the AI Technologies and Potential AI and Technology Skill Top three skills identified as
Role of AI Can Be Data Quality Issues Have Building is Critical vital by sellers globally in the
Executives Concerned next 1-2 years are
Overwhelming tech-focused:
As sales executives navigate the
Navigating the role of AI in sales has Roughly half evolving landscape of B2B sales, they
(51%) of sales recognize the crucial need to enhance
become a formidable challenge
for many sales executives, who can 51% executives think
that their current
their teams’ AI skills, in addition to
strengthening their human skills. When
#1 Understanding and
leveraging AI tools
sometimes view it as an added and insights
burden rather than a seamless sales stack is too we asked sellers globally about the
cumbersome or skills that they need to succeed in the
integration into their existing
responsibilities. hard to use. future—from a list representing both
human and technology options—the
#2 Adapting to new
technologies
top three were all technology-focused.
The sheer volume of AI-powered
technologies available makes it difficult Over half (53%) of
sales executives
#3 In-depth product
knowledge and
for sales leaders to discern which technical proficiency
tools will deliver the most significant
impact and return on investment. This
53% also say that they
are overwhelmed Base Sellers n=1000. Q. As the B2B sales landscape
confusion and frustration contribute by the number of evolves as a result of AI technologies, what skills do you
anticipate will be essential for success in the next 1 to 2
to a widespread sense of being AI technologies years?
unprepared for the future. available

Over 4 in 10 (43%)
sales executives
43% think that AI
technologies are
Next Steps
confusing and
don’t know where
To help you and your team travel farther along the path to
to begin. future ready, here are three approaches we recommend.

1 Simplify and Streamline AI Technology: Address the overwhelming

#1
The number one complexity of your current tech stack by selecting and implementing AI
challenge that solutions that are user-friendly and effectively supported by high-quality data.
executives are We’re biased, but we believe that future-ready selling starts with LinkedIn Sales
concerned about Navigator.
is having high
quality data to 2 Strengthen AI Skills On Your Team: Invest in comprehensive AI training
train AI models
programs for your team so that they can effectively use the AI-technologies you
invest in.
Base Executive n=528. Q. Thinking about the tasks and responsibilities of your B2B sales role, please indicate how much you
agree with the following statements. I feel our current tech stack is too cumbersome/hard to use 3 Review the Deep Sales Playbook: Familiarize yourself with the 3 habits, or
Base Executive n=528. Q. Now please rate your level of agreement with the following statements on AI in relation to your role. I
feel overwhelmed by the number of AI technology options available to me 10 best practices, that top performers follow to exceed their quotas and
Base Executive n=528. Q. Now please rate your level of agreement with the following statements on AI in relation to your role.
AI technologies are confusing and I don’t know where to begin explore ways AI can help augment or assist each of these to transform every
Base Executive n=528. Q. In your opinion, what are the biggest challenges for sales teams when incorporating AI into existing one of your sellers into top performers.
sales processes and workflows?

04 | Sales Leader Compass | Oct. 2024 Future Ready |

 Your Team Only
Spends 10 Hours a
Week Selling
Last year, we asked over 2,000 6 Activities that Sellers
sellers globally how they spend their Dedicate Time To Every Week*
time during an average week and
asked them to assign percentages
of time they spend on 6 activities: 13%
selling, training, internal meetings, 6 hrs 24%
researching customers and prospects, 10 hrs
administrative tasks, and updating 15%
their CRM. The list was randomized 6 hrs
and respondents were required to
Chapter 2 account for a full 40 hour week. 13%

AI Technologies Surprisingly, we found that sellers

typically only spend 24%—or about
18%
7 hrs
5 hrs

16%
10 hours a week—of their time 6 hrs
actually selling. This time includes
AI Can Offload Administrative Tasks and Free customer meetings, negotiation
Up Over 10 Hours a Week, Doubling Every activities, and other communications
Selling Product/Service
with buyers.
Salesperson’s Average Selling Time From 10 Hours Trainings
Based on this data, we determined
to Over 20 Hours Per Week that three of these activities are
Internal Meetings

uniquely human and would be difficult Researching Customers /

Doesn’t this sound dreamy? You lead a transformative for AI technologies to replace: selling Prospects
a product or service, sales training, Administrative Tasks
shift where AI is fully integrated into your team’s processes, and internal meetings.
enabling them to offload mundane tasks and redirect their Updating your CRM
focus towards relationship building and strategic selling. However, we do believe that AI
*Assumes 40 hour work week
can assist with the three remaining Base Sellers n=2187. Q. Think about how you use
categories including researching your time during an average week. What percent of
the time do you spend doing each of the following
customers and prospects, updating activities? This should total 100%.
a CRM, and various other
administrative tasks.

05 | Sales Leader Compass | Oct. 2024 AI Technologies |

Administrative Tasks Unlocking More
Are Time Consuming Selling Time is THE Extra hours a
and Diverting Precious 53% New Competitive 11.5 week of selling
time unlocked.
Time Away from Selling Advantage
Here’s a reality check: A majority of sales teams say that these The LinkedIn Economic Graph team
of sales teams are swamped mundane tasks are robbing them of
From 10
found that a staggering 59% of sales
with administrative tasks that are crucial time that could otherwise be skills can be augmented by AI including
distracting sellers from the most invested in nurturing and developing cold calling, inside sales, and sales

to 21.5 hrs
important job that they have— buyer relationships. processes.
having conversations and building
relationships with buyers. By leveraging AI to streamline crucial
functions like researching customers
This administrative time sink not and prospects, updating CRM systems, of selling time a week now
only hinders their efficiency, but also
directly impacts the team’s ability to
60% and managing administrative work,
sales teams can potentially reclaim an
available for every member
of your sales team.
drive growth. additional 29% of their time.

This shift could free up approximately

of sales teams report being Base Sellers n=2187. Q. Think about how you use your time
11.5 hours per week, doubling their during an average week. What percent of the time do you
(stats to right) Base Sellers n=472. Q. Thinking about the overwhelmed by the sheer volume of spend doing each of the following activities? This should
tasks and responsibilities of your B2B sales role, please selling time from 10 hours a week to
administrative work. total 100%.
indicate how much you agree with the following statements. over 20 hours a week.
I feel overwhelmed by the number of administrative tasks I
need to complete.
Base Sellers n=472. Q. Thinking about the tasks and
responsibilities of your B2B sales role, please indicate how
In LinkedIn lingo, we call that a huge
much you agree with the following statements. I don’t have “unlock.”
enough time to invest in building buyer relationships because
mundane “administrative” tasks take too much time.

06 | Sales Leader Compass | Oct. 2024 AI Technologies |

Here’s How We Got % of Time
6 Activities That % of Time AI
There, Because We Sellers Dedicate
Sellers Spend
Can Potentially Assumptions About AI Time Savings
Potential Time Saved by
on Each AI-Assisted Tasks
Know You’re All About Time to Every Week
Activity
Save

the Numbers Selling Product/ 24% / 10 hours 0% Human Activity

Service
We estimated how much time
could be saved based on current Trainings 13% / 5 hours 0% Human Activity
AI-capabilities and made some Internal Meetings 16%/ 6 hours 0% Human Activity
reasonable assumptions about
potential time saved. Based on our Researching 18%/ 7 hours 85% AI-assisted technologies, such as AccountIQ 15%
analysis, we estimate that when Customers/ in Sales Navigator, can deliver research in 6 hours
AI-assisted technologies are applied Prospects seconds, but sellers still need time to read
to administrative tasks, they have and absorb it.
the potential to free up an additional
29% of a sellers’ week—that’s 11.5 Administrative Tasks 15%/ 6 hours 50% Some administrative tasks cannot yet be 7.50%
hours—that they can then redirect to fully AI-assisted like expense reports, internal 3 hours
relationship building and selling time. processes, etc.

Updating Your CRM 13%/ 6 hours 50% Although AI-assisted CRM integrations can 6.50%
make updating CRM data faster and easier 2.5 hours
than ever before, we assume that there will
still be some manual work required.

Total 99+% / 29% or 11.5 hours of

40 hours additional selling time a
week
Base Sellers n=2187. Q. Think about how you use your time during an average week. What percent of the time do you spend doing each of the following activities? This should total 100%.

Next Steps 1 Automate Administrative Tasks 2 Conduct a Time Audit and AI 3 Bonus Points—Use AI to
with AI: Implement AI solutions to Strategy Session: Regularly Enhance Seller Satisfaction:
handle repetitive administrative assess how your team spends their By offloading tedious tasks, you
Here are three ways to
tasks such as data entry, CRM time and identify opportunities not only improve productivity, but
help you transform your AI updates, and report generation. where AI can augment their also boost morale. Salespeople
investments into stronger processes. Develop a strategic who spend less time on
plan to integrate AI into high- administrative work and more
sales performance—fast
impact areas, ensuring your team time on strategic selling activities
and at scale. can shift focus from routine tasks report higher levels of job
to building relationships and satisfaction.
closing deals.

07 | Sales Leader Compass | Oct. 2024 AI Technologies |

 Sales Remains Top 10 Skills Required in
Sales Jobs, Last 24 Months
Fundamentally
Human-Centric 1 Sales
2 Communication
It should come as no surprise that
the top ten skills identified in job 3 Sales Processes
descriptions for sales roles globally are 4 Customer Relationship
exclusively human-focused. After all, Management (CRM)
skills such as relationship development,
communication, and negotiation are 5 Account Management
crucial to establishing buyer trust, 6 Business Development
engaging in meaningful conversations,
7 Negotiation
nurturing relationships, and closing
deals. Interestingly, AI was not even 8 Sales Management
Chapter 3
close to entering the top 10 list.
AI Skills
9 Relationship Development

The demand for these core human 10 Customer Service

skills in sales globally has actually
LinkedIn Insights, Sep 2024
increased compared to the demand
Human Skills Remain Paramount, But AI Literacy is for these skills in 2022. According
to LinkedIn skills data, relationship
The Most Critical Skill Required to Be Future Ready: development and customer
Your Team is Ramping Up Their AI Skills, But Less satisfaction are the top two skills with Top 5 Skills Needed to
the largest increase in demand. More
Than 1% Sales Roles Demand AI Expertise specifically, roles requiring relationship Succeed Today, According
development have increased 45x and to Sellers
roles requiring customer satisfaction
At LinkedIn, we embrace the mantra #AlwaysBeLearning. have increased 3x in the last two years. 1 Client empathy
Sales professionals, known for their innate curiosity and 2 Negotiation
competitive nature, dedicate about 13% of their time—or just Salespeople understand this deeply.
When provided a list of top skills to 3 In-depth product knowledge
over 5 hours a week—to training and skill development to help choose from—a mix of both human 4 Storytelling
them achieve greater levels of success. It turns out that while and AI skills—the top 5 skills that sellers
5 Active listening
continuing to uplevel their human skills is critical, sellers are globally identified as critical for success
today are all human.
getting up-to-speed on their AI skills—formally and informally. Base Sellers n=1,000. Q. What are the top 3 skills you
believe are most critical for success in your B2B sales role
today?

08 | Sales Leader Compass | Oct. 2024 AI Skills |

Over Two-Thirds of Sellers Are Proactively Here’s Your AI Hiring
Upskilling Themselves on AI
Sellers Have Received Talent Wakeup Call
Formal AI Training, But of sellers say
While certain sales roles, particularly
.4%
They Are Still Hungry that they took
those in “hunter” and “sales executive”
for More 67% formal AI training
from their
positions, are starting to require
AI skills, the overall demand for AI
organizations. of sales positions currently list AI
expertise for sales roles generally,
AI represents a significant opportunity skills as a requirement, compared to
remains extremely low.
for sales professionals, with the predominant skill of “selling”
understanding and leveraging AI tools After analyzing job descriptions for
of sellers are LinkedIn Insights, Sep 2024
and insights being identified as the #1 sales roles listed on LinkedIn, we found
taking online
most critical skill for future success. that less than 1% of sales positions
47% courses on AI and
experimenting currently list AI skills as a requirement,
Considering that the AI revolution is when compared to the predominant
with AI tools on
just over a year old, it’s remarkable that skill of “selling.”
their own.
over two-thirds of sellers report that
they have received formal AI training This reveals a significant opportunity
from their employers, but sellers want *items asked among those knowledgeable of AI
for organizations to hire sellers
Base Sellers n=884. Q. How did you develop your skills and
more. Nearly half of sellers globally are knowledge of AI for sales? Select all that apply that already know how to use AI
independently pursuing additional technologies and ramp them faster
learning—either taking online courses into roles that require them to use
on AI or proactively playing around AI-powered solutions.
with AI tools on their own.

In terms of what sales leaders and

teams are learning on LinkedIn, both
are taking a mix of human and AI
skills, but we wanted to share two
courses that made both groups’ top
10 list: What is Generative AI? and
Introduction to Artificial Intelligence,
both of which are free and unlocked
for you and your team to get up to
speed on AI basics.

09 | Sales Leader Compass | Oct. 2024 AI Skills |

Next Steps
1 Embrace and Integrate AI 2 Align Job Requirements with 3 Balance Human and AI Skill
In a world where you can either buy skills—
Training: Sales executives should Future Skills: There is a notable Building: While AI is becoming
hire for them—or build them—train for them. ensure their training programs discrepancy between the skills increasingly important, sales
There’s work to do for sales executives to do are comprehensive and up-to- sales professionals are pursuing remains a fundamentally human-
on both fronts to ensure that your team not date, covering both foundational and the skills currently required centric field. Sales executives
and advanced AI skills to fully by employers. Sales executives should foster a balanced
only understands how to use AI to automate leverage the potential of these should include AI competencies approach, ensuring that while
administrative tasks and carve out more time technologies. in job descriptions and their teams develop AI expertise,
for uplevelling their relationship building skills. performance metrics. they also continue to hone
essential human skills.
Here are three actionable takeaways
to consider:

10 | Sales Leader Compass | Oct. 2024 AI Skills |

 2x
Top Performers Who
Do These 10 Best
Practices Are Nearly
2x More Likely to Beat Top performers, or deep sellers,
who consistently do these 10
Their Quotas best practices to help create and
nurture buyer relationships have
Having top-notch AI technologies and nearly 2x the chance of beating
skills is a great start, but where the their quotas vs. poor performers, or
rubber really meets the road is when shallow sellers.
salespeople integrate AI usage into
their daily activities, particularly into
proven sales best practices.

Earlier this year, we launched the

Deep Sales Playbook, which identified

83%
3 habits, consisting of 10 behaviors or
best practices, that were most highly
correlated to exceeding quota. In fact,
we found that sellers who consistently
integrate these behaviors into their
daily routines were nearly 2x more of sellers believe that the more
likely to beat their numbers vs. poor that they invest in creating
performers, or those that do only a few and nurturing as many buyer
Chapter 4 or none of these behaviors. relationships as possible, the more
AI Best Practices All of these best practices—that
successful they will be.

range from conducting research to

Deep Sales Playbook
multithreading—are all steps that Base Sellers n=1,000. Q. Thinking about the tasks and
When Proven Sales Best Practices are AI-Powered, help sellers have conversations with responsibilities of your B2B sales role, please indicate how
much you agree with the following statements. I believe
people that matter and strengthen
Sellers Can Have More Time to Have High-Quality
that the more that I invest in creating/nurturing as many
buyer relationships—the heart of buyer relationships as possible, the more successful I
will be.
successful selling. In fact, over 80% of
Conversations with People That Matter sellers believe that the more that they
invest in creating and nurturing as
many buyer relationships as possible,
the more successful they will be.

The question we asked is, “What if

we applied AI-powered technologies
into these best practices and what is
potential impact?

11 | Sales Leader Compass | Oct. 2024 AI Best Practices |

AI Can Help Your Team Case in Point #1: Case in Point #2:
Find the Right People, Identifying Buyers—With Buying Researching Customers and
Engage With Them Committees Growing, A Majority Prospects—AI Can Not Only
Effectively, and Elevate of Salespeople Are Still Not Using Save Time, But Sellers Can Also
Every Conversation by AI to Multithread Show Up More Prepared for Every
Being Prepared Conversation
Our research shows that the number of people involved
in buying decisions is increasing. There are generally One of the best practices we identified was researching
Imagine having an AI tool that not up to 11 people involved in a buying decision. But that
only helps sellers pinpoint the key a customer or prospect’s company and industry before
number seems to be growing with nearly three-quarters connecting with them.
decision-makers in each account, but of sellers reporting that the total number of buyers has
also engages with them effectively increased over the last two years. This signals that the
and in an informed way. This tool In the pursuit of building strong, trust-based relationships,
multithreading imperative is only becoming more urgent sales teams currently spend an average of 2.5 hours
would provide tailored content and and critical to growth.
context, leading to more productive researching each buyer and their business before every
and meaningful conversations with meeting. This substantial time investment reflects the belief
While roughly one third of sellers are using AI in some that in-depth knowledge of a buyer’s needs and industry is
buyers. capacity to identify decision-makers and others in the crucial for establishing credibility.
buying group, half of sales teams believe they will identify
AI can do all of that, but not all tools decision-makers or buying committees without AI in the
are created equal. Enabled by Using AI technologies—such as AccountIQ functionality
next 1-2 years, which very often leads to missed buyers within LinkedIn Sales Navigator—sellers can swiftly gener-
trusted data from LinkedIn, the world’s and potentially missed opportunities.
largest professional network with an ate comprehensive research dossiers with just a few clicks,
activated, engaged community of transforming a 2.5 hour activity into a 30 minute one.
Sales Navigator can not only identify the right people
over 1 billion members globally, and within an account, but also alert sellers to past customers,

2.5
powered by cutting-edge AI models former colleagues, and job changers.
from LinkedIn, Microsoft, and OpenAI.
Sales Navigator unlocks high-quality
conversations with the people that of sellers report that the total
matter, at scale. number of buyers in the decision-
74% making process has grown over the
The number of hours that sales
teams typically spend researching
Almost half of sellers are already last 2 years. buyers and their businesses before
using AI to perform tasks such
every meeting.
as researching accounts and
multithreading. Let’s see what AI-
(stat above) Base Sales Teams n=472. Q. How much time do you, or people on your
assisted selling looks like in the life of of sales teams say that they team, typically spend researching customers/prospects before meeting with them?
a seller. 55% will research decision-makers
themselves vs. using AI in the future
(stats to left) Base Sellers n=1,000. Q. How has the number of total buyers, including all
decision-makers, committee members, and other influencers, for the majority of your
clients/prospects changed over the past 2 years?

of sales teams say that they will Base Sellers n=1,000. Q. Looking ahead to the next 1 to 2 years, in your opinion will
each of the following tasks be done by AI, done by a person or done utilizing both AI
research buying committee
50% members and influencers
automation and a person?

themselves vs. using AI in the future

12 | Sales Leader Compass | Oct. 2024 AI Best Practices |

 Next Steps:

1 Read About What’s New in Sales

Navigator: On October 1, we
announced a series of new AI-
powered features coming soon to
Sales Navigator. To help you better
understand how Sales Navigator
can help you clear the path to
future ready, read the blog post
and let us know what you think on
LinkedIn.

2 Subscribe to our Global Sales

Trends Newsletter: Discover
the current state of sales, future
trends, and actionable strategies
to ensure you’re prepared for
what’s next in our new bi-weekly
newsletter curated for sales
executives.

3 Share Your Perspectives on Being

Future Ready: What insight or
key takeaway did you think was
most valuable? Let us know on the
LinkedIn for Sales page and use
the hashtag #FutureReadySales.

13 | Sales Leader Compass | Oct. 2024 AI Best Practices |

Ipsos Research Respondent Profile Data Collection Timeline Learn More About Sales
Navigator
Methodology • Regions: North America
(n=300), APAC (n=300), Europe
July 29th to August 13th 2024

and Survey (n=400)

Legend Say Hello to LinkedIn Sales
Coverage • Role: Executives (n=528), • Sellers = Total Population
Navigator, the AI solution to
non-Excutives (n=472). partner with.
Executives comprise titles of • Executives = Executive Titles Enabled by trusted data from
Ipsos Research Director, Senior Director, VP, (see ‘Role’) LinkedIn, the world’s largest
SVP, Partner/General Manager, professional network with an
Methodology Owner, President or C-Suite, • Sales teams = Non-Executive activated, engaged community
Primary quantitative research while non-executives are Senior Titles (see ‘Role) of over 1 billion members globally,
was conducted by Ipsos via a 15 Managers, Managers, Analysts, and powered by cutting-edge AI
minute online device agnostic Associates, Sales Development models. Sales Navigator unlocks
survey designed with each market Representatives. high-quality conversations with the
in mind. Ipsos recruited a sample people that matter, at scale.
of 1,000 sales professionals • Industries: Tech (n=191),
utilizing a mix of expert network Finance (n=206), Manufacturing LinkedIn Credits To learn more, and receive a free
and B2B panel samples. Survey (n=204), Professional Services demo, visit [Link]
development drew from Ipsos (n=165) and Other (n=234) • Amanda Van Nuys, or scan this QR code.
and LinkedIn expertise as well Integrated Marketing
as findings from other Ipsos • Org Size: Mid-Market (n=551),
and LinkedIn data. The data Enterprise (n=449) • Carla Intal,
is based on respondents from LinkedIn Insights
the survey and may or may not
be representative of all sales Global Survey Covered • Navin Manoharan,
professionals. 7 Countries LinkedIn Insights

To better understand the evolving

Qualifying Criteria
B2B selling landscape, we
• B2B revenue generating surveyed sales professionals in 7
professionals who are countries
customer facing
• United States
• Mid Market (200-999 • Canada
employees) or Enterprise • United Kingdom
(1,000+ employees) • France
organizations • Australia
• India
• Singapore

14 | Sales Leader Compass | Oct. 2024 Methodology + Credits |