This report is based on work with Insight Revenue’s life sciences companies. Some very large ones, global companies with a strong brand presence. Others are early-stage companies looking to innovate. What they all have in common is that they’re looking to lead their market. This means that they need to introduce new solutions and to shift the way things are done. If they are already market leaders, then they also need to protect market share, constantly re-inventing their offerings against large numbers of competitors.

The State of Revenue report is compiled from a series of diagnostic surveys including our Revenue Effectiveness DiagnosticTM and B2B Buyer Survey combined with hundreds of live interviews across Q2 2024 through Q1 2025. The surveys covered 300+ individuals across 72 organizations from multiple industries. Companies varied in size from large multinationals to tech start-ups. For our Revenue Effectiveness DiagnosticTM specifically, respondents were asked to identify their current priorities. We asked them to allocate investments across the nine categories of activities identified in the model. Then, respondents were asked to assess their company’s effectiveness across three crucial attributes that underpin each category. Our buyer study looked at the perspective of both buyers and sellers around key issues regarding trust, value, and prioritization.

Qualification alone doesn’t drive sales success. Insightful discovery does. High-performing sales teams don’t just filter opportunities; they create them by building a deep understanding of customer challenges, shaping demand, and positioning their solutions as strategic imperatives.

Sales off-sites and team kick-offs are significant investments in your team's development and success. However, without a strategic approach, these events can quickly become a wasted opportunity. Studies show that a staggering 80% of training content is forgotten within just 30 days. Over many years at CEB, now Gartner our teams studied the difference between successful and failed training initiatives and identified 3 keys stages for driving change - Awareness, Adoption and Application.

It’s not what you sell; it’s how you sell. The ‘how’ isn’t simply a direct sales call with a potential buyer, but an entire ethos ingrained within your organization. It’s the message you project.

Somehow the fourth quarter has already arrived. You have a small window to galvanize your sales team and sharpen your approach. Most businesses still have a few more weeks to add deals to the pipeline that can still close for the year.