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Gartner Survey Reveals Less Than Half of CSOs Report Their Organization Met Several 2024 Strategic Goals

via Business Wire

Experts Discussed How to Sustain Revenue Growth in a Dynamic B2B Sales Landscape at the Gartner CSO & Sales Leader Conference

Only 45% of CSOs report their organization met several 2024 strategic goals, according to a survey by Gartner, Inc. Experts presented their findings during the Gartner CSO & Sales Leader Conference, which took place here this week.

"In today's rapidly evolving sales landscape, CSOs are struggling to adjust their strategic plans to cope with the unexpected changes they face, as well as to reallocate budgets and resources to tackle a new priority that has recently emerged,” said Robert Blaisdell, VP Analyst, Chief of Research in the Gartner Sales Practice. “As sales leaders consider the latter half of the year, they must ensure organizational alignment, prioritize enhancing their sellers' skill sets, and utilize technology to foster growth and transform their revenue organization."

In a survey of 243 CSOs and senior sales leaders conducted from November through December 2024, Gartner found that 49% of CSOs report their sales organization’s definition of a qualified lead differs greatly from marketing’s definition.

“The alignment between sales and marketing teams is increasingly crucial for achieving strategic goals and driving revenue growth,” said Blaisdell. “Effective collaboration between these departments is essential for leveraging technological advancements, such as GenAI, to transform sales processes and enhance buyer interactions.”

Empowering Sales Teams: Reskilling for the AI-Driven Future

Seventy-four percent of CSOs report that a significant change in seller skills is required to meet future revenue goals. Furthermore, CSOs state that 58% of their sellers, on average, will need to be reskilled or upskilled by 2026 due to AI.

“As buyers increasingly utilize generative and other types of AI, sales teams must be equipped with the skills to effectively engage with these technologically savvy customers. This involves integrating AI into existing sales workflows to enhance productivity and efficiency,” said Blaisdell. “By aligning the skill sets of their teams with evolving market demands, leaders can ensure their organizations remain competitive and responsive to buyer preferences.”

Harnessing Technology: Driving Sales Success Through Strategic AI Integration

Though AI is acknowledged as a critical component for enhancing sales productivity, sales leaders often face challenges due to limited authority in selecting and implementing AI solutions effectively within their organizations. In fact, only 23% of CSOs are accountable for AI selection, while 68% of CSOs only provide inputs or are informed on AI selection.

"To thrive in today's competitive sales environment, CSOs must not only embrace AI but also strategically integrate it into workflows, ensuring technology investments are purposefully aligned with organizational objectives and responsive to shifting buyer behaviors," concluded Blaisdell.

About the Gartner CSO & Sales Leader Conference

The Gartner CSO & Sales Leader Conference is taking place May 20-21, 2025 in Las Vegas, providing sales leaders with the latest research on AI, sales talent, and transformative sales leadership. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerSales.

About Gartner for Sales Leaders

Gartner for Sales Leaders provides heads of sales and their teams with the insights, advice and tools they need to address mission-critical priorities amid mounting pressures to drive growth through new and existing customers. With extensive qualitative and quantitative research, Gartner for Sales Leaders helps sales teams combat commoditization and price-based purchasing, develop critical manager and seller skills, elevate the value of sales interactions, unlock existing growth potential, and optimize sales force enablement. Follow news and update from the Gartner Sales practice on X and LinkedIn using #GartnerSales. Members of the media can find additional information and insights in the Gartner Sales Newsroom.

About Gartner

Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.

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