Pipedrive Annual State of Sales and Marketing: Small Businesses Are Leading the AI-revolution
June 27 2024 - 7:00AM
Business Wire
SMBs are driving AI adoption, automating faster than their
medium and large counterparts
Pipedrive, the easy and effective sales CRM for small
businesses, today announced the results of its annual State of
Sales and Marketing Report 2023/2024. The study has yielded
interesting results, revealing that 42% of respondents at smaller
companies with 10 employees or less use AI, with only 37% and 23%
using AI at medium (11-100 employees) and large (more than 100
employees) companies, respectively.
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For the fifth year in a row, Pipedrive
surveyed salespeople, founders and CEOs to craft a report that
encapsulates the key trends affecting the industry over the last 12
months. (Photo: Business Wire)
For the fifth year in a row, Pipedrive surveyed salespeople,
founders and CEOs to craft a report that encapsulates the key
trends affecting the industry over the last 12 months. Amidst a
rapidly changing business environment and ongoing economic
challenges, sales professionals are embracing new AI technology,
while keeping irreplaceable social and technical skills that they
have mastered–including the ability to connect, understand and
respond to changing customer needs.
Among the survey findings, the data points to key areas sales
teams are investing in, and sentiment on how automated tools will
impact overall team functions and customer relationships. The
report includes deep dives into performance and ways of working,
digitization in sales and marketing, and overall sales trends. New
to the report this year are sections of the survey focusing on
workplace wellbeing, women in the workplace, and overall gender
diversity and inclusivity.
"This past year has been unprecedented, marked by economic
challenges and breakthroughs in AI technology. As we stand on the
verge of a new era, we have already seen AI-driven innovations
boosting business growth with remarkable accuracy and efficiency, “
says Pipedrive CEO Dominic Allon. “Our latest Sales and Marketing
report, based on insights from sales professionals, founders, and
CEOs, highlights the resilience and adaptability of sales teams
across industries. Despite the rise of AI, the importance of human
relationships, value-based selling, and other essential skills
remains paramount in the industry. We hope this report provides
actionable insights and inspires you to leverage technology for
your business success."
Working additional hours does not equal better
results
In 2023, sales performance saw a significant improvement, with
71% of salespeople regularly meeting their quotas, a 19 percentage
point increase from 2022. Despite this increase, the survey found
that working additional hours did not correlate with better
results, as those who worked more were 10% less likely to hit their
targets.
SMBs are leading the charge in AI adoption
AI tools are used by every third respondent in the survey, but
the share is even higher among smaller companies, which are more
likely to be interested in solutions that save time. Bigger
companies seem to need more time to adopt and onboard new tools.
38% of all respondents indicated that AI will have the largest
impact on their work in the future.
Companies of all sizes are optimistic about AI
The majority (76%) of respondents are optimistic about AI's
future role in supporting their professional activities. Concerns
around AI causing team reductions are minimal, with only 8%
expressing such fears. Looking ahead, an overwhelming majority
(83%) of respondents believe AI will play a role in business, but
not replace areas where the human factor is key.
Methodology
The State of Sales and Marketing Report 2023/2024 surveyed 948
sales and marketing professionals, business owners, and sales
professionals from 85 different countries. The sample includes
people working in startups, SMEs and large businesses. The survey
was conducted in January-February 2024.
To learn more about The State of Sales and Marketing Report
2023/2024, please download the full report here.
About Pipedrive
Founded in 2010, Pipedrive is the easy and effective sales CRM
that drives small business growth. Today, Pipedrive is used by
revenue teams at more than 100,000 companies worldwide. Pipedrive
is headquartered in New York and has offices across Europe and the
US. The company is backed by majority holder Vista Equity Partners,
and Bessemer Venture Partners, Insight Partners, Atomico, and DTCP.
Learn more at www.pipedrive.com.
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Press contact: press@pipedrive.com