Pipedrive Annual State of Sales & Marketing: Healthier Work Models Proving to Be the Key to Sales Success

Pipedrive report finds AI adoption improves productivity, but burnout, economic headwinds and work model challenges impact sales results

NEW YORK--(BUSINESS WIRE)--Pipedrive, the easy and effective sales CRM for small businesses, for the sixth year in a row has today released its sixth annual State of Sales and Marketing Report, revealing that while AI is boosting productivity, the real driver of success lies in healthier, more sustainable work models. Based on responses from nearly 1,000 professionals across 85 countries, the report offers a unique look into AI adoption, workplace trends, and the evolving nature of sales performance.

Among the standout findings: AI continues to deliver real productivity gains for teams that use it, yet broader adoption is still lagging. At the same time, sales performance has dipped globally, but especially in the U.S., as economic uncertainty and work model challenges take their toll.

“Sales professionals are burning the candle at both ends, and it’s not paying off. With three-quarters working overtime, a higher percentage than last year, we are seeing a gradual trend towards unhealthy work practices. But this strategy of throwing more hours at the problem is not working; there is a clear disconnect between hours worked and targets hit. Instead of fueling performance, relentless overtime is driving fatigue, underperformance, and imbalance.

“We need to rethink how we define productivity in sales. It’s not about working longer – it’s about working better. Empowering people to focus on meaningful work, leverage smart tools, and protect their time isn’t just good for wellbeing – it’s essential for results,” said Paulo Cunha, CEO at Pipedrive. “We’re seeing promising signs among younger demographics looking at AI technology to help manage their workloads, and striking better work-life balances because of it.”

Four-day workweeks linked to better sales results and higher satisfaction

The report shows a strong connection between work-life balance and sales performance. Sales professionals on four-day workweeks were 8% more likely to hit quotas and reported the highest satisfaction with work-life balance. In contrast, those logging overtime (over 75% of respondents) saw worse performance, showing that more hours don’t equal better results.

Notably, younger professionals aged 18–25 were the least likely to work overtime, indicating a generational shift toward healthier boundaries.

Sales quotas down across the board–especially in the U.S. and for small businesses

The report found that only 57% of salespeople met their quotas in 2024, down 4% from the previous year and 7% from 2021. The U.S. showed the weakest performance, with just 45% hitting targets–underscoring the impact of macroeconomic factors. Small companies had the hardest time, with only 48% of respondents reaching their goals.

AI shows strong results but most teams haven’t adopted it yet

While 74% of respondents who’ve implemented AI report a productivity boost, and 67% say it saves them 2–5 hours weekly, overall adoption remains uneven. Only 37% of sales professionals and 41% of marketing professionals have actively integrated AI into their workflows.

Despite the upside, concerns linger. Around 35–40% of respondents cited data privacy and security as barriers, while 60% expressed anxiety over AI potentially replacing jobs. Encouragingly, over half (53%) believe training and education are the best ways to reduce AI-related anxiety.

Methodology

The 2025 State of Sales and Marketing Report surveyed 948 sales and marketing professionals, business owners, and leaders across 85 countries. Respondents represented startups, SMEs, and large enterprises. The survey was conducted in January-February 2025.

Click here to download the full State of Sales and Marketing Report 2025.

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.