The platform sale has become the defining commercial challenge for a generation of technology companies. But it did not arrive without warning. Over the last decade, many companies built their go-to-market around focused point solutions, then grew through acquisition — adding adjacent products to the portfolio, increasing the bundle, and telling a progressively broader story to customers.

This report is based on Insight Revenue’s extensive sales research and direct experience working with clients that sell cybersecurity. The author of the report, Timur Hicyilmaz, is recognized globally for decades of groundbreaking research on sales performance and customer loyalty. He was formerly the head of sales research for CEB now Gartner and Challenger and continues his innovative work as Co-Founder of Insight Revenue.

This report is based on Insight Revenue’s extensive sales research and direct experience working with clients that sell to Human Resources (HR).

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.

Insight Revenue's CEO, Zachary Gropper, walks through the 'Customer Value Roadmap', a powerful tool that helps sales teams replicate how high performers manage opportunities and deliver greater value to customers at every step of the buying journey.

We're conducting a new B2B Buyer study to help you better understand your customers and improve your buying experience. The study is open to anyone involved in buying or selling products and services. We want to see how well aligned buyers and sellers are when it comes to the purchase process.

The report identifies systematic weaknesses and then identifies possible solutions for the top-3 gaps identified. 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.

Building on years of research, the Revenue Effectiveness Diagnostic provides an overview of the full purchase funnel and allows you to evaluate alignment internally and with your customer’s buying process. Can be taken individually or we can run for your organization. (Approx. time required - 12 minutes per participant.)

This one-page survey is designed to assess your pitch deck by helping you identify your strengths and weaknesses. Your feedback is anonymous and will be used only to help us improve your new buyer presentation.