The average KPIs of the commercial function come from a HubSpot survey administered among a representative sample of B2B sales professionals globally.
Key findings from the B2B sales benchmark 2023
- Average quota attainment: 43% of sales reps miss their quota;
- Top challenge: prospecting, cited by 40%+ as the hardest part of the job;
- AI adoption: 35% of sales reps use AI tools daily, up from 23% in 2022;
- Existing clients: upselling and cross-selling existing accounts generated more revenue than new logo acquisition for the majority of respondents.
What this means for 2024
The most resilient commercial teams in 2023 were those that invested in existing client relationships, leveraged intent data for prospecting and adopted AI tools to automate low-value tasks.
The Info pro dital Media team
Published on
7/7/2026
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