About this Report
From a sales perspective, 2023 was the year that gave some of us whiplash, especially if you were in SaaS. It was also the year that also gave us a side of AI with everything.
As we look at the State of Revenue for the coming year, many have argued that 2024 will see a reversion back to sales fundamentals as the easy money of the 2020s has evaporated and companies face many of the same uncertainties across many dimensions.
2023 was also the year that SaaS grew up as buyers became more selective and became insistent that purchases deliver on the value promised. And early indications show that 2024 will not be much different with a clear shift in management focus from risk taking and hyper-growth to vendor rationalization, unit economics and capital efficiency.
To aid leaders and executives looking to drive competitive advantage, this report explores the present and future of how revenue organizations are responding to various pressures that manifest in lower conversion rates and extreme buyer indecision. It is based on original quantitative research. 51 B2B companies of different sizes participated in the research. The sample focused on SaaS and technology. Most respondents were either sales executives or in sales enablement. We augmented this data with the 100s of conversations that the Insight Revenue team has had with revenue leaders across the second half of 2023 and the first quarter of 2024.
The report identifies systematic weaknesses and then identifies possible solutions for the top-3 gaps identified:
- Awareness building: how to make sure that prospects have high levels of awareness around what the company does and the kinds of customers the company serves
- Unique insights: having messages to communicate unique insights on how the company solves customer problems
- ICP: Having an Ideal Customer Profiles (ICP) to help effectively target prospects who need the service
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About this Report
From a sales perspective, 2023 was the year that gave some of us whiplash, especially if you were in SaaS. It was also the year that also gave us a side of AI with everything.
As we look at the State of Revenue for the coming year, many have argued that 2024 will see a reversion back to sales fundamentals as the easy money of the 2020s has evaporated and companies face many of the same uncertainties across many dimensions.
2023 was also the year that SaaS grew up as buyers became more selective and became insistent that purchases deliver on the value promised. And early indications show that 2024 will not be much different with a clear shift in management focus from risk taking and hyper-growth to vendor rationalization, unit economics and capital efficiency.
To aid leaders and executives looking to drive competitive advantage, this report explores the present and future of how revenue organizations are responding to various pressures that manifest in lower conversion rates and extreme buyer indecision. It is based on original quantitative research. 51 B2B companies of different sizes participated in the research. The sample focused on SaaS and technology. Most respondents were either sales executives or in sales enablement. We augmented this data with the 100s of conversations that the Insight Revenue team has had with revenue leaders across the second half of 2023 and the first quarter of 2024.
The report identifies systematic weaknesses and then identifies possible solutions for the top-3 gaps identified:
- Awareness building: how to make sure that prospects have high levels of awareness around what the company does and the kinds of customers the company serves
- Unique insights: having messages to communicate unique insights on how the company solves customer problems
- ICP: Having an Ideal Customer Profiles (ICP) to help effectively target prospects who need the service
