Budget Planning Guide 2025: B2B Sales

August 1st, 2024

With contributors:

Srividya Sridharan , Stephanie Sissler , Eric Zines , Amy Bills , Kathleen Pierce , Katy Tynan , Robert Munoz , Shari Srebnick , Seth Marrs , Amy Hawthorne

Summary

Heading into 2025, many B2B sales leaders may be inadequately prepared to address a collision of short- and long-term trends that will directly affect their performance. The sales function is burdened with siloed, tradition-bound practices and legacy motions — along with messy tech stacks that are not aligned to the needs of the business. At the same time, new digital routes to market, cross-functional selling groups, and real-world workflows that optimize buyer and seller experience show great promise. Sales leaders must determine where to invest, divest, or experiment. This planning guide helps sales, partner ecosystem, and enablement leaders make the right call.

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