At Doqaru, we have set out to understand what B2B sales look like today to determine what is working best for salespeople. A quick google search tells us the future is digital. According to Gartner’s 2020 Future of Sales research, by 2025, we can expect 80% of B2B sales interactions between suppliers and buyers to take place over digital channels. However, we wanted to understand how far we are from this digital sales age. Over the last months, we have carried out an extensive survey to evaluate the performance of salespeople based on a series of factors: position in the company, industry, company size, and sales technique.

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At Doqaru, we realise that as we look ahead to the B2B sales trends of 2022, we first need to understand what is working today. So, we have carried out an extensive survey asking more than 100 B2B salespeople which channels and techniques they use, and how successful they have been.

When thinking of sales, you may think we need to learn from the biggest teams. However, our survey found that smaller companies (£1M or less in revenue) have the shortest sales cycle. Just under half of the salespeople in smaller companies are closing deals in just one to two calls (47.0%), whereas most larger companies are taking at least one to three months to close deals, with almost a third of respondents from larger companies taking three to six months (29.6%).

We have identified the use of social media as a key factor. Our research highlights a clear link between usage of social media and sales performance. The majority of salespeople that exceeded their sales target stated they use social media daily (52.2%), whereas over 60% of those that did not meet their targets only use social media on a monthly basis or less (61.7%). So, why is this relevant to large companies? According to our survey, salespeople in the largest companies (£100M+ in revenue) feel the least comfortable using social media, with a staggering 46.6% saying they rarely use social media.

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