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.

Sales is evolving, and change is inevitable—but how do you implement it effectively? In this episode of How to Change, Mike Hauck sits down with Timur Hicyilmaz to explore the challenges of change management in sales. From compensation plans to the role of sales managers, they break down the key factors that influence whether a change initiative succeeds or falls flat.