GITNUXREPORT 2026

B2B Sales Statistics

Effective B2B sales now depend on trust, tailored content, and nurturing multi-person buyer groups.

Rajesh Patel

Team Lead & Senior Researcher with over 15 years of experience in market research and data analytics.

First published: Feb 13, 2026

Our Commitment to Accuracy

Rigorous fact-checking · Reputable sources · Regular updatesLearn more

Statistic 1

62% of B2B buyers prefer to self-educate before sales engagement

Statistic 2

77% of B2B buyers have a strong aversion to sales outreach if unsolicited

Statistic 3

The average B2B buying group includes 10 stakeholders, up from 5-7 in 2017

Statistic 4

75% of B2B buyers switch providers after poor customer experience

Statistic 5

93% of B2B buyers start research online independently

Statistic 6

Trust is the #1 factor in B2B purchase decisions for 89% of buyers

Statistic 7

60% of B2B decisions involve C-level executives

Statistic 8

Buyers spend 17% of their time meeting with potential suppliers

Statistic 9

67% of B2B buyers expect personalized interactions

Statistic 10

Price sensitivity affects 42% of B2B buying decisions

Statistic 11

81% of buyers want to self-serve during buying process

Statistic 12

Emotional factors influence 70% of B2B purchases

Statistic 13

55% of buyers ghost sellers after initial contact

Statistic 14

Sustainability impacts 66% of B2B buyer choices

Statistic 15

74% of buyers use peer reviews before deciding

Statistic 16

Consensus from buying committee delays 50% of decisions

Statistic 17

69% of buyers share negative experiences online

Statistic 18

Mobile-first buyers represent 58% of B2B decision-makers

Statistic 19

82% of buyers accept sales calls only from trusted sources

Statistic 20

Risk aversion causes 28% of deals to fail in late stages

Statistic 21

76% of buyers prefer content from industry thought leaders

Statistic 22

Buying journey lengthened by 27% due to remote work

Statistic 23

63% of buyers prioritize vendor expertise over price

Statistic 24

Social proof influences 92% of B2B decisions

Statistic 25

51% of buyers involve IT in SaaS purchases

Statistic 26

70% of B2B buyers use AI tools in their research

Statistic 27

45% of buyers abandon deals due to slow response times

Statistic 28

88% of buyers want an omnichannel experience

Statistic 29

Consensus building takes 40% of total buying time

Statistic 30

In 2023, 71% of B2B buyers start their buying process with a referral

Statistic 31

B2B organizations using referrals see a 30% higher conversion rate compared to other lead sources

Statistic 32

84% of B2B decision-making groups consist of 6 or more people

Statistic 33

Content marketing generates over 3x as many leads as traditional marketing for B2B companies

Statistic 34

61% of B2B marketers prioritize lead generation as their top challenge

Statistic 35

LinkedIn is the top source for B2B leads, accounting for 80% of B2B social media leads

Statistic 36

50% of B2B buyers use search engines as their first step in research

Statistic 37

Email marketing has an average ROI of $36 for every $1 spent in B2B

Statistic 38

73% of B2B leads are not sales-ready upon first contact

Statistic 39

Video content generates 66% more qualified leads per year for B2B

Statistic 40

68% of B2B buyers consume 3-5 pieces of content before engaging a salesperson

Statistic 41

PPC advertising delivers a 200% ROI for B2B lead generation

Statistic 42

92% of B2B buyers engage with sales reps who provide content tailored to their industry

Statistic 43

Account-Based Marketing (ABM) increases pipeline velocity by 208% in B2B sales

Statistic 44

47% of B2B marketers say SEO drives more leads than any other initiative

Statistic 45

Social selling on LinkedIn increases lead volume by 45%

Statistic 46

75% of B2B buyers use mobile devices for research during lead generation phase

Statistic 47

Webinars generate 2-3x more leads than ebooks in B2B marketing

Statistic 48

55% of B2B leads come from organic search

Statistic 49

Intent data usage boosts lead quality by 68% in B2B

Statistic 50

62% of B2B companies have a dedicated lead nurturing team

Statistic 51

Gated content converts 27% better for B2B lead gen than ungated

Statistic 52

41% of B2B marketers cite lack of quality leads as biggest barrier

Statistic 53

Podcasting generates 4.48% lead conversion rate in B2B

Statistic 54

78% of B2B buyers research online before contacting sales

Statistic 55

Retargeting ads increase B2B lead conversion by 150%

Statistic 56

64% of B2B decision-makers use mobile for lead research

Statistic 57

Influencer marketing boosts B2B leads by 11x ROI

Statistic 58

35% of B2B leads from chatbots on websites

Statistic 59

ABM shortens sales cycles by 23% in lead gen phase

Statistic 60

59% of top performers have quotas 20% above average

Statistic 61

Average B2B sales rep quota attainment is 47%

Statistic 62

Win rates for forecasted deals average 47%

Statistic 63

Top 20% of reps generate 80% of revenue in B2B sales

Statistic 64

Sales velocity is 2.5x higher for winners vs losers

Statistic 65

69% of buyers meet with 3+ suppliers before deciding

Statistic 66

Coaching improves rep performance by 20%

Statistic 67

Multi-product sales increase average deal size by 30%

Statistic 68

78% of sales time wasted on non-selling activities

Statistic 69

Challenger sellers outperform by 40% in win rates

Statistic 70

65% quota attainment for teams with enablement programs

Statistic 71

Upsell/cross-sell contributes 31% to revenue growth

Statistic 72

Video in sales demos boosts close rates by 20%

Statistic 73

50% of sales managers have no formal performance metrics

Statistic 74

Remote sellers see 14% higher productivity

Statistic 75

42% of deals lost to no decision due to poor qualification

Statistic 76

Top performers make 52% more calls per day

Statistic 77

Email open rates average 24% in B2B sales

Statistic 78

33% of seller's time spent on admin tasks

Statistic 79

Win rate improves 15% with battlecard usage

Statistic 80

57% of revenue from existing customers in B2B

Statistic 81

AI coaching lifts performance by 17%

Statistic 82

70% of top reps customize pitches

Statistic 83

Average deal size grew 12% YoY in 2023

Statistic 84

61% of reps miss quota due to pipeline issues

Statistic 85

Objection handling mastery increases wins by 22%

Statistic 86

76% of buyers say seller's understanding of needs wins deals

Statistic 87

45% of CRM data is inaccurate, impacting performance

Statistic 88

68% of high-performers use social selling

Statistic 89

Sales training ROI averages 353%

Statistic 90

The average B2B sales pipeline has 57% of deals marked as 'qualified'

Statistic 91

B2B sales pipelines with CRM integration close 28% more deals

Statistic 92

79% of marketing leads never convert into sales due to pipeline leaks

Statistic 93

Top-performing B2B sales teams have a pipeline coverage ratio of 3x quota

Statistic 94

Pipeline velocity increased by 20% for teams using predictive analytics

Statistic 95

44% of sales managers report inaccurate pipeline forecasting

Statistic 96

Multi-threading in deals boosts pipeline progression by 43%

Statistic 97

B2B pipelines lose 30% of opportunities due to poor handoff from marketing

Statistic 98

Sales teams with pipeline reviews weekly achieve 15% higher win rates

Statistic 99

68% of B2B deals in pipeline stall for over 3 months

Statistic 100

AI-driven pipeline management improves forecast accuracy by 50%

Statistic 101

52% of pipeline value comes from top 20% of opportunities

Statistic 102

Collaborative pipeline tools increase deal velocity by 18%

Statistic 103

37% of B2B sales pipelines are over-reliant on single stakeholders

Statistic 104

Pipeline health scoring predicts win rates with 75% accuracy

Statistic 105

65% of sales reps spend less than 1/3 time selling due to pipeline admin

Statistic 106

Deals with 5+ buyer contacts progress 2x faster in pipeline

Statistic 107

40% pipeline attrition occurs between demo and proposal stage

Statistic 108

Revenue operations teams improve pipeline efficiency by 25%

Statistic 109

73% of B2B buyers are 'self-directed' entering the pipeline

Statistic 110

Automated pipeline nurturing recovers 20% of stalled deals

Statistic 111

29% of pipeline deals are 'no decision' outcomes

Statistic 112

High-velocity selling shortens pipeline by 22% in B2B SaaS

Statistic 113

56% of B2B sales leaders use pipeline dashboards daily

Statistic 114

Buyer persona alignment boosts pipeline value by 34%

Statistic 115

48% of pipelines suffer from sales-marketing misalignment

Statistic 116

Intent signals accelerate pipeline movement by 3x

Statistic 117

90% of B2B sales teams use CRM systems like Salesforce

Statistic 118

AI adoption in sales reached 56% in 2023

Statistic 119

Sales teams using automation close 25% more deals faster

Statistic 120

72% of B2B sales pros use LinkedIn Sales Navigator

Statistic 121

Conversational AI chatbots handle 80% of initial buyer queries

Statistic 122

65% of companies use revenue intelligence platforms like Gong

Statistic 123

CPQ software reduces sales cycle by 34%

Statistic 124

51% of sales teams deploy sales engagement platforms

Statistic 125

Video conferencing tools increased usage by 300% post-pandemic in B2B

Statistic 126

Predictive lead scoring improves accuracy by 77%

Statistic 127

83% of sales leaders prioritize CRM optimization

Statistic 128

Mobile sales enablement apps boost productivity by 27%

Statistic 129

44% use intent data platforms for account prioritization

Statistic 130

Generative AI in sales proposals saves 40% time

Statistic 131

67% of B2B firms integrated marketing automation like Marketo

Statistic 132

Virtual reality demos increase engagement by 50%

Statistic 133

Sales analytics dashboards used by 74% of top teams

Statistic 134

Email tracking tools adopted by 89% of reps

Statistic 135

Blockchain for contract management cuts approval time by 60%

Statistic 136

55% of sales use Slack/Microsoft Teams for internal collab

Statistic 137

Voice AI analyzes 100% of calls for insights

Statistic 138

62% integrate e-signatures like DocuSign in sales

Statistic 139

IoT data enhances B2B personalization by 35%

Statistic 140

Headless CMS for sales content agility used by 28%

Statistic 141

AR tools in demos lift conversion by 22%

Statistic 142

70% of sales forecast with AI tools now

Statistic 143

Low-code platforms speed sales app dev by 10x

Statistic 144

48% use sales playbooks in digital format

Statistic 145

RPA automates 45% of sales admin tasks

Statistic 146

Web3 and NFTs emerging in B2B loyalty programs, 12% adoption

1/146

Sources

Trusted by 500+ publications

+497

Forget cold calls and generic blasts; today's B2B sales landscape is a complex dance where 71% of journeys start with a trusted referral, buying committees have ballooned to 6-10 people, and 73% of buyers are self-directed researchers who ghost unprepared sellers.

Key Takeaways

In 2023, 71% of B2B buyers start their buying process with a referral
B2B organizations using referrals see a 30% higher conversion rate compared to other lead sources
84% of B2B decision-making groups consist of 6 or more people
The average B2B sales pipeline has 57% of deals marked as 'qualified'
B2B sales pipelines with CRM integration close 28% more deals
79% of marketing leads never convert into sales due to pipeline leaks
62% of B2B buyers prefer to self-educate before sales engagement
77% of B2B buyers have a strong aversion to sales outreach if unsolicited
The average B2B buying group includes 10 stakeholders, up from 5-7 in 2017
59% of top performers have quotas 20% above average
Average B2B sales rep quota attainment is 47%
Win rates for forecasted deals average 47%
90% of B2B sales teams use CRM systems like Salesforce
AI adoption in sales reached 56% in 2023
Sales teams using automation close 25% more deals faster

Effective B2B sales now depend on trust, tailored content, and nurturing multi-person buyer groups.

Buyer Behavior

62% of B2B buyers prefer to self-educate before sales engagement
77% of B2B buyers have a strong aversion to sales outreach if unsolicited
The average B2B buying group includes 10 stakeholders, up from 5-7 in 2017
75% of B2B buyers switch providers after poor customer experience
93% of B2B buyers start research online independently
Trust is the #1 factor in B2B purchase decisions for 89% of buyers
60% of B2B decisions involve C-level executives
Buyers spend 17% of their time meeting with potential suppliers
67% of B2B buyers expect personalized interactions
Price sensitivity affects 42% of B2B buying decisions
81% of buyers want to self-serve during buying process
Emotional factors influence 70% of B2B purchases
55% of buyers ghost sellers after initial contact
Sustainability impacts 66% of B2B buyer choices
74% of buyers use peer reviews before deciding
Consensus from buying committee delays 50% of decisions
69% of buyers share negative experiences online
Mobile-first buyers represent 58% of B2B decision-makers
82% of buyers accept sales calls only from trusted sources
Risk aversion causes 28% of deals to fail in late stages
76% of buyers prefer content from industry thought leaders
Buying journey lengthened by 27% due to remote work
63% of buyers prioritize vendor expertise over price
Social proof influences 92% of B2B decisions
51% of buyers involve IT in SaaS purchases
70% of B2B buyers use AI tools in their research
45% of buyers abandon deals due to slow response times
88% of buyers want an omnichannel experience
Consensus building takes 40% of total buying time

Buyer Behavior Interpretation

Here’s a one-sentence interpretation: Today’s B2B sale is a high-stakes trust exercise where ten skeptical, self-educated stakeholders, armed with AI and peer reviews, will quietly ghost you if you’re pushy, slow, or impersonal—but if you earn their confidence with expertise and seamless experience, they’ll happily follow you across every channel.

Lead Generation

In 2023, 71% of B2B buyers start their buying process with a referral
B2B organizations using referrals see a 30% higher conversion rate compared to other lead sources
84% of B2B decision-making groups consist of 6 or more people
Content marketing generates over 3x as many leads as traditional marketing for B2B companies
61% of B2B marketers prioritize lead generation as their top challenge
LinkedIn is the top source for B2B leads, accounting for 80% of B2B social media leads
50% of B2B buyers use search engines as their first step in research
Email marketing has an average ROI of $36 for every $1 spent in B2B
73% of B2B leads are not sales-ready upon first contact
Video content generates 66% more qualified leads per year for B2B
68% of B2B buyers consume 3-5 pieces of content before engaging a salesperson
PPC advertising delivers a 200% ROI for B2B lead generation
92% of B2B buyers engage with sales reps who provide content tailored to their industry
Account-Based Marketing (ABM) increases pipeline velocity by 208% in B2B sales
47% of B2B marketers say SEO drives more leads than any other initiative
Social selling on LinkedIn increases lead volume by 45%
75% of B2B buyers use mobile devices for research during lead generation phase
Webinars generate 2-3x more leads than ebooks in B2B marketing
55% of B2B leads come from organic search
Intent data usage boosts lead quality by 68% in B2B
62% of B2B companies have a dedicated lead nurturing team
Gated content converts 27% better for B2B lead gen than ungated
41% of B2B marketers cite lack of quality leads as biggest barrier
Podcasting generates 4.48% lead conversion rate in B2B
78% of B2B buyers research online before contacting sales
Retargeting ads increase B2B lead conversion by 150%
64% of B2B decision-makers use mobile for lead research
Influencer marketing boosts B2B leads by 11x ROI
35% of B2B leads from chatbots on websites
ABM shortens sales cycles by 23% in lead gen phase

Lead Generation Interpretation

The modern B2B sale is a high-stakes, multi-person expedition where your best chance of being found is through a trusted referral and your best chance of closing is by becoming a patient, content-creating guide who uses every tool—from LinkedIn and SEO to webinars and tailored emails—to gently nurture a crowd of six or more from their first Google search to a sales-ready state.

Sales Performance

59% of top performers have quotas 20% above average
Average B2B sales rep quota attainment is 47%
Win rates for forecasted deals average 47%
Top 20% of reps generate 80% of revenue in B2B sales
Sales velocity is 2.5x higher for winners vs losers
69% of buyers meet with 3+ suppliers before deciding
Coaching improves rep performance by 20%
Multi-product sales increase average deal size by 30%
78% of sales time wasted on non-selling activities
Challenger sellers outperform by 40% in win rates
65% quota attainment for teams with enablement programs
Upsell/cross-sell contributes 31% to revenue growth
Video in sales demos boosts close rates by 20%
50% of sales managers have no formal performance metrics
Remote sellers see 14% higher productivity
42% of deals lost to no decision due to poor qualification
Top performers make 52% more calls per day
Email open rates average 24% in B2B sales
33% of seller's time spent on admin tasks
Win rate improves 15% with battlecard usage
57% of revenue from existing customers in B2B
AI coaching lifts performance by 17%
70% of top reps customize pitches
Average deal size grew 12% YoY in 2023
61% of reps miss quota due to pipeline issues
Objection handling mastery increases wins by 22%
76% of buyers say seller's understanding of needs wins deals
45% of CRM data is inaccurate, impacting performance
68% of high-performers use social selling
Sales training ROI averages 353%

Sales Performance Interpretation

It seems the secret recipe for B2B sales success is to be a well-coached, multi-product-selling challenger who makes lots of calls, uses battlecards, avoids CRM inaccuracies, and actually understands the buyer's needs—all while somehow finding more hours in a day that is 78% wasted on admin.

Sales Pipeline

The average B2B sales pipeline has 57% of deals marked as 'qualified'
B2B sales pipelines with CRM integration close 28% more deals
79% of marketing leads never convert into sales due to pipeline leaks
Top-performing B2B sales teams have a pipeline coverage ratio of 3x quota
Pipeline velocity increased by 20% for teams using predictive analytics
44% of sales managers report inaccurate pipeline forecasting
Multi-threading in deals boosts pipeline progression by 43%
B2B pipelines lose 30% of opportunities due to poor handoff from marketing
Sales teams with pipeline reviews weekly achieve 15% higher win rates
68% of B2B deals in pipeline stall for over 3 months
AI-driven pipeline management improves forecast accuracy by 50%
52% of pipeline value comes from top 20% of opportunities
Collaborative pipeline tools increase deal velocity by 18%
37% of B2B sales pipelines are over-reliant on single stakeholders
Pipeline health scoring predicts win rates with 75% accuracy
65% of sales reps spend less than 1/3 time selling due to pipeline admin
Deals with 5+ buyer contacts progress 2x faster in pipeline
40% pipeline attrition occurs between demo and proposal stage
Revenue operations teams improve pipeline efficiency by 25%
73% of B2B buyers are 'self-directed' entering the pipeline
Automated pipeline nurturing recovers 20% of stalled deals
29% of pipeline deals are 'no decision' outcomes
High-velocity selling shortens pipeline by 22% in B2B SaaS
56% of B2B sales leaders use pipeline dashboards daily
Buyer persona alignment boosts pipeline value by 34%
48% of pipelines suffer from sales-marketing misalignment
Intent signals accelerate pipeline movement by 3x

Sales Pipeline Interpretation

The statistics paint a clear picture: a healthy B2B sales pipeline is less about hoarding leads and more about surgically qualifying, collaboratively nurturing, and intelligently accelerating the right deals, because otherwise you're just administrating a museum of stalled opportunities and missed forecasts.

Technology Adoption

90% of B2B sales teams use CRM systems like Salesforce
AI adoption in sales reached 56% in 2023
Sales teams using automation close 25% more deals faster
72% of B2B sales pros use LinkedIn Sales Navigator
Conversational AI chatbots handle 80% of initial buyer queries
65% of companies use revenue intelligence platforms like Gong
CPQ software reduces sales cycle by 34%
51% of sales teams deploy sales engagement platforms
Video conferencing tools increased usage by 300% post-pandemic in B2B
Predictive lead scoring improves accuracy by 77%
83% of sales leaders prioritize CRM optimization
Mobile sales enablement apps boost productivity by 27%
44% use intent data platforms for account prioritization
Generative AI in sales proposals saves 40% time
67% of B2B firms integrated marketing automation like Marketo
Virtual reality demos increase engagement by 50%
Sales analytics dashboards used by 74% of top teams
Email tracking tools adopted by 89% of reps
Blockchain for contract management cuts approval time by 60%
55% of sales use Slack/Microsoft Teams for internal collab
Voice AI analyzes 100% of calls for insights
62% integrate e-signatures like DocuSign in sales
IoT data enhances B2B personalization by 35%
Headless CMS for sales content agility used by 28%
AR tools in demos lift conversion by 22%
70% of sales forecast with AI tools now
Low-code platforms speed sales app dev by 10x
48% use sales playbooks in digital format
RPA automates 45% of sales admin tasks
Web3 and NFTs emerging in B2B loyalty programs, 12% adoption

Technology Adoption Interpretation

While B2B sales teams are now armed with an almost comical arsenal of digital tools—from AI that writes proposals to VR demos and call-analyzing bots—the serious truth is that the modern sales professional is less a charismatic hunter and more a data-driven orchestra conductor, synthesizing a symphony of insights to close deals faster than ever before.

Sources & References

Logos provided by Logo.dev