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STATE OF SALES
2020 - 2021
Contents
Foreword ...................................................................................................................................................
3
Key sales stories in 2020-2021 .........................................................................................................
4
Salespeople feel underappreciated but proud .........................................................................
5
Working hours and aspirations ....................................................................................................... 12
Carrying success through to 2021 .................................................................................................. 21
Sales skills and training ...................................................................................................................... 27
Measuring success.................................................................................................................................. 32
Working from home.............................................................................................................................. 40
The challenges of lead generation.................................................................................................. 57
Tools and technology............................................................................................................................ 63
Conclusions............................................................................................................................................... 72
Survey respondent demographics.................................................................................................. 73
State of Sales/ 3
Foreword
The Covid-19 pandemic has changed our lives in
the most fundamental of ways: how we live, how
we work, how we connect with others and the
world around us. Some of these changes will be
temporary, while others are likely to be
long-lasting.
The sales profession was prepared, apparently and somewhat
surprisingly. Overnight, people became confined to their homes,
immediately forced into remote working. And it worked; we coped.
Technology said, ‘This is why you invested in us.’ The pandemic rapidly
accelerated trends that were already underway and also created new
trends as businesses seek ways to grow at a time when we are physically
apart.
Communication became more important than ever before. It had to be
transparent, regular and effective. We had to communicate with staff to
ensure everyone was OK and proactively reach out to clients to see how
they could be helped through these unprecedented times.
Since the start of the pandemic, Pipedrive has undertaken regular
research to understand the sales trends as we move through the various
stages of the crisis, looking at how it has impacted ways of working
and results. This year’s Pipedrive State of Sales Report collates the key
insights from this research, highlighting the implications for the industry,
including some unexpected opportunities, as we continue to navigate
this period.
In particular, the report takes a deeper look into key themes that
emerged from our research: work from home, technologies driving
success and the challenges of lead generation.
Following the events of 2020, we can expect trends such as the use
of online technologies and working from home to continue. Yet one
constant also remains: people still treasure personal connections,
perhaps now more than ever.
The challenges that have emerged this year are far from over, but I
continue to be inspired by the collective efforts of everyone in the
sales industry as we weather this storm together. We have a history of
outstanding resilience, and while this may be one of our biggest tests yet,
as this report outlines, the future is full of opportunity.
Sergei Anikin
Interim Co-CEO and CTO
State of Sales/ 4
Key sales stories in 2020-2021
1. Salespeople believe they have a positive impact,
despite feeling undervalued
Despite the majority (61%) saying that sales is underappreciated,
an impressive 91% of salespeople are proud to call themselves a
salesperson. Respondents are also confident that they will play a role
in global economic recovery, with 92% saying that they believe their
role will have a positive impact on the economy in 2021.
2. 2020 was a challenging year, but many feel they
can carry their success into 2021
Almost two-thirds (63%) of respondents say that they work over 40
hours a week (which, for English-speaking respondents in particular, is
a 10 percentage point increase on 2019), while 83% at least sometimes
work weekends. However, this extra effort is paying off, as 59% of
salespeople believe they became more successful at sales in 2020 and
81% expect an increase in their sales this year.
3. The trend toward working from home has
impacted the industry
The Covid-19 pandemic has changed the way many of us work. Lots of
people have now worked from home for over a year. When it comes to
sales professionals, 60% reported that the place they work from the
most has changed over the past year, while four in ten (41%) say they
primarily work from home.
4. The right training and technology drive success
The vast majority (88%) of respondents regularly work on improving
their soft skills, which helps them to be more successful. Those who
regularly work on their soft skills are 11 percentage points more likely
to usually or always hit their regular sales quota. With the right tools
and technology, respondents are 14 percentage points more likely to
have hit their annual sales goal in 2020.
5. Lead generation was a challenge for salespeople
in 2020
After selling, prospecting and lead generation are the two activities
that respondents spend the most of their time on. In fact, for English-
speaking respondents, lead prospecting has overtaken selling as their
key activity since we conducted our survey in 2019. However, English
speakers have turned to technology to help them manage these
efforts.
6. Interesting differences between demographics
For this report, we surveyed English-, German-, Portuguese- and
Spanish-speaking sales professionals. German speakers, for example,
are far more likely to work from nine to five and get compensated for
weekend work, while Portuguese speakers are more likely to regularly
work on their soft skills.
State of Sales/ 5
Salespeople feel
underappreciated
but proud
Despite the challenges they faced in 2020, respondents feel proud of their
profession and their impact. However, those who identify as salespeople
are more likely to feel that their profession is underappreciated.
Interestingly, despite the fact that many companies have had to downsize
during the pandemic, only 4% of respondents left their role without
finding a new one in 2020.
More success and satisfaction
Respondents have every reason to feel proud, as the majority (59%) feel
that they became more successful in their role in 2020.
There is also a feeling of job satisfaction in the industry, with half (49%)
saying that they feel more satisfied in their role. Across all of those
surveyed, Spanish-speaking salespeople are the most likely to feel
satisfied.
State of Sales/ 6
Pride comes from inside
Sales professionals do not need external validation to feel proud of
their career or identity. Over half of the respondents (61%) believe
that salespeople are underappreciated in the business world, yet an
impressive 91% of those who consider themselves to be a salesperson
are proud to do so.
Do you think salespeople are underappreciated in the
business world?
Are you proud to call yourself a salesperson?
9%
91%
61%
39%
Yes
No
Yes
No
State of Sales/ 7
This is particularly true for Spanish speakers, who are the most likely to
feel that sales is underappreciated (65%) but also the most likely to be
proud of their identity as a salesperson (98%) if they consider themselves
to be one.
Do you think salespeople are underappreciated in the
business world?
Are you proud to call yourself a salesperson?
61% 60% 60%
65%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
89% 87%
95% 98%
State of Sales/ 8
Salespeople have demonstrated their value during the pandemic
When compared with last year’s report, the number of English-speaking
salespeople who feel underappreciated decreased by 8%, from 69% in
2019 to 61% in 2020.
This statistic suggests that the pandemic has been an opportunity for
salespeople to show their worth, which is reflected in their increased job
success and satisfaction, as well as in their positive attitude to the impact
that sales could have on economic recovery in 2021 (which is detailed
later in this report).
31%
69%
61%
39%
Do you think salespeople are underappreciated in the
business world?
Yes
No
2019
2020
State of Sales/ 9
Salespeople have become more successful and satisfied, despite the pandemic
Almost half of sales professionals (49%) became more satisfied in 2020
and only 12% experienced a decrease in their satisfaction.
Spanish-speaking sales professionals were the most likely to experience
an increase in their job satisfaction, with 63% of them reporting they had
become more satisfied over the last 12 months.
12%
2%
49%
22%
15%
Which of these statements are more accurate?
I have become more satisfied in my role over
the last 12 months
I have become more satisfied in my
role over the last 12 months
There has been no change in my role
satisfaction over the last 12 months
I have become less satisfied in my
role over the last 12 months
I have changed roles over the last 12
months
I don’t know
48%
40%
48%
63%
English-speaking
German-speaking
Spanish-speaking
Portuguese-speaking
State of Sales/ 10
Another positive trend was identified among those who changed roles.
The majority moved to a sales role in a new company (55%) and a quarter
were promoted (16%). Only 4% of respondents were yet to move to a new
role after leaving their previous position.
How has your role changed?
4%
8%
16%
17%
55%
I have moved to a sales role in a new company
I have moved to a new but not more senior
role in my company
I have been promoted
I have moved to a new non-sales role
I have left my role and not started a new one
State of Sales/ 11
More than half (59%) of respondents have become more successful at
sales over the last 12 months and only 10% have become less successful.
8%
59%
23%
10%
Which of these statements is most accurate?
I have become more successful at
sales over the last 12 months
There has been no change in my sales
success over the last 12 months
I have become less successful at sales
over the last 12 months
I don’t know
State of Sales/ 12
Working hours and
aspirations
Sales professionals are still working long hours and on weekends,
with the majority who work weekends doing so without financial
compensation.
There are some interesting differences betweenthe speakers of different
languages. German speakers are the least likely to work weekends and
the most likely to average 36 to 40 hours a week. German employment
laws keep the average working week to no more than 48 hours, but so do
many other countries, including Mexico. German respondents, however,
are far more likely to maintain a standard nine to five.
There are also interesting differences when it comes to progression
within the sales industry in each language market. The majority of
Spanish and Portuguese speakers who aren’t sales managers or don’t
own a business want to take that next step, while only 35% of German
speakers want to own a business in the future.
State of Sales/ 13
Salespeople work long hours and weekends without compensation
The majority (63%) of respondents say that they work 40-hour weeks or
longer, with almost one in ten working over 60 hours a week. Over a third
work weekends either regularly (20%) or usually (16%).
However, three-quarters (75%) of respondents who work weekends do
not get compensated.
On average, how many hours a week do you work?
2%
4%
6%
25%
16%
9%
38%
<10 h
10-25 h
26-35 h
36-40 h
41-50 h
51-60 h
>60 h
State of Sales/ 14
6%
17%
42%
19%
16%
Do you ever work weekends?
Are you compensated for weekend work?
25%
75%
Yes
No
Never
Rarely
Regularly
Usually
Always
State of Sales/ 15
English-speaking respondents are also less likely to be compensated for
workingWeekends. In last year’s survey, 32% of sales professionals who
worked weekends were compensated, compared to 27% in this year’s
survey.
Are you compensated for weekend work?
68%
32%
73%
27%
Yes
No
2019
2020
State of Sales/ 16
Spanish speakers work weekends, while German speakers work 40-hour weeks
Spanish speakers are 20 percentage points more likely to usually work
weekends, but 17 percentage points less likely to get compensated for
weekend work, with only 8% receiving some compensation.
In contrast, German speakers are the most likely to maintain a more even
work-life balance, with 36% of them working 36 to 40 hours per week,
compared to an average of 26% for all respondents. They are also the
least likely to usually work weekends (7%), but are 11 percentage points
more likely to be compensated for weekend work.
I usually work weekends
On average, I work 36 to 40
hours per week
I am compensated for
weekend work
11%
7%
20%
36%
26%
36%
22% 21%
27%
36%
24%
8%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 17
Sales managers are more likely to work long hours, with almost
three-quarters (73%) working more than 40 hours a week, compared to
60% of salespeople.
Almost half (48%) of sales managers also work weekends at least
regularly, as opposed to one-third (33%) of salespeople who do so.
2%
2%
6%
6%
32%
39%
14%
7%
11%
19%
43%
19%
10-25
26-35
36-40
41-50
51-60
More than 60
On average, how many hours a week do you work?
Do you ever work weekends?
Sales managers
Salespeople
20%
21%
29%
45%
44%
8%
9%
5%
7%
12%
Never
Rarely
Regularly
Usually
Always
State of Sales/ 18
Sales professionals worked longer hours during the pandemic
The number of English-speaking sales professionals who work more than
40 hours per week increased by 10 percentage points between 2019 and
2020, from 50% in 2019 to 60% last year.
On average, how many hours a week do you work?
Less than 40 hours
More than 40 hours
50%
50%
40%
60%
2019
2020
State of Sales/ 19
Satisfaction and aspirations
Despite the long hours, most sales professionals are satisfied in their
current role (81%), but that does not limit their career aspirations.
More than half of respondents wish to become a sales manager (54%) or
business owner (62%) in the future.
Are you satisfied with your
current role?
Do you wish to become
a sales manager in the
future?
Do you wish to own a
business in the future?
19%
81%
62%
38%
54%
46%
No
Yes
State of Sales/ 20
Pride fuels ambition
Spanish- and Portuguese-speaking salespeople, who our survey shows
are the most proud of their roles overall, are also the most ambitious
when it comes to managerial roles and business ownership. Sales
professionals who are Spanish speakers are 15 percentage points more
likely than the average to aspire to be a sales manager, while Portuguese
speakers are 9 percentage points more likely to report this ambition.
Spanish- and Portuguese-speaking respondents are also far more likely
to want to own a business, with 75% of those who don’t already wishing
to do so.
I wish to become a sales manager
in the future
I wish to own a business
in the future
47%
46%
63%
69%
59%
75%
75%
35%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 21
Carrying success
through to 2021
Despite the pandemic, 2020 was a successful year for sales professionals,
and they hoped to carry that success into 2021.
Respondents also believe in the importance of their industry in helping
the global economy recover, with 92% saying that their role will have a
positive impact on economic recovery in 2021.
Unsurprisingly, the respondents who identify as salespeople are more
likely to believe that the sales industry will help drive economic growth.
Those more proud of their role as a salesperson are also more likely to
back themselves to increase revenue in 2021 and drive recovery.
State of Sales/ 22
A year of opportunities for salespeople
Most sales professionals experienced an increase in their job satisfaction
and success in 2020 and expect to do so in 2021 as well. When asked
about the future of sales over the next 12 months, 81% of respondents
said that they expect an increase in their sales.
They also believe that sales will be a catalyst for the economy, with
almost all of them (92%) feeling that their role will have a positive impact
on the economy in 2021 and over three-quarters reporting that sales will
be either important (24%) or very important (54%) to the recovery of
economy.
I expect my sales to increase over the next
12 months
My sales will stay the same over the next 12
months
I expect my sales to decrease or stop over
the next 12 months
I’m not sure what will happen with my
sales over the next 12 months
Which of the following statements is true?
9%
7%
3%
81%
State of Sales/ 23
8%
92%
Do you see your role having a positive impact on the
economy in 2021?
How important do you think sales will be to helping
the economy recover in 2021?
Very important
Important
Unsure
Not important
Very unimportant
No
Yes
2%
13%
24%
7%
54%
State of Sales/ 24
Optimism is a matter of pride
Salespeople who are proud to call themselves a salesperson are 14
percentage points more likely to think that sales will be very important
to helping the economy recover in 2021 and that their role will have a
positive impact on it.
Meanwhile, salespeople who are not proud of their sales identity are 13
percentage points less likely to expect an increase in their sales in 2021.
I think sales will be very important to helping the economy
recover in 2021
57%
43%
Are you proud to call yourself a salesperson?
Yes
No
State of Sales/ 25
Respondents proud to call themselves a
salesperson
Do you see your role having a positive impact on the
economy in 2021?
Respondents not proud to call themselves a
salesperson
5%
95%
19%
81%
No
Yes
State of Sales/ 26
Respondents proud to call themselves a
salesperson
Do you expect your sales to increase over the next 12
months?
Respondents not proud to call themselves a
salesperson
No
Yes
16%
84%
71%
29%
State of Sales/ 27
Sales skills and
training
On-the-job training is still the most common method used by
respondents to develop their sales skills, with more than half (53%)
selecting this option.
The next highest percentage is 13%, which is the percentage of people
using training and qualifications.
Soft skills are vital to a salesperson’s success
The vast majority of respondents (88%) regularly work on improving their
soft skills, and it’s having an impact: Respondents who work on their
soft skills are more likely to hit their regular sales quota than those who
neglect their soft skills.
State of Sales/ 28
Skills development through hands-on experience
Roughly half (53%) of sales professionals have mostly developed their
sales skills on the job, whereas 13% have acquired their skills through
training and qualifications.
On the job
Training and qualifications
Analyzing reports
With a mentor/coach
Feedback from my manager
Online blogs and/or courses
Videos and/or podcasts
Books
53%
13%
6%
6%
6%
6%
6%
4%
What method have you used the most to develop your
sales skills?
State of Sales/ 29
Portuguese speakers opt for formal training
Portuguese speakers are, on average, 13 percentage points less likely to
have developed their skills on the job and 11 percentage points more
likely to have developed them mostly through training and qualifications.
Taking into account that Portuguese speakers are among the most proud
and ambitious salespeople, informal training might not be enough for
the standards they set for themselves.
I have mostly used training and qualifications to
develop my sales skills
I have mostly developed my
sales skills on the job
9%
7%
24% 16%
57%
59%
61%
40%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 30
Besides adopting a multidimensional approach for their sales skills
training, Portuguese speakers are 8 percentage points more likely than
the average to regularly improve their soft skills, with 96% reporting they
do so.
I regularly work on improving my soft skills
87%
86%
96%
80%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 31
Soft skills have tangible benefits
Salespeople understand the importance of soft skills for their
profession, with 88% of respondents regularly working to improve them.
Respondents who work on their soft skills are 11 percentage points more
likely to usually or always hit their regular sales quota than those who do
not work on them.
12%
88%
Do you regularly work on improving
your soft skills?
How often do you hit your regular
sales quota?
2%
4%
15%
41%
46%
32%
24%
10%
7%
19%
Never
Rarely
Regularly
Usually
Always
Do you regularly work on improving
your soft skills?
Yes
No
State of Sales/ 32
Measuring success
Interestingly, despite the fact that they are less likely to work on
their soft skills—which, as we saw from the last section, helps sales
professionals to hit their sales targets more often—German speakers
are the most likely to consider themselves to be successful.
This confidence is well-placed, however, as German speakers rank
second among those who usually hit their sales targets. Portuguese
speakers are way out in the lead, with over two of every five (43%)
Portuguese-speaking respondents saying that they usually hit their
sales quota.
The pandemic has hit English-speaking respondents hard when it
comes reaching targets. There was a 19 percentage point decrease in
the number of English-speaking respondents who usually or always hit
their regular sales quota.
State of Sales/ 33
Sales goals are intertwined with success and satisfaction
Most respondents consider themselves to be successful at sales (83%).
Interestingly, however, that does not align with their sales performance.
Almost four in ten respondents (42%) did not hit their annual sales target
last year and only 10% always hit their regular sales quota. Still, there
is a considerable 42% of salespeople who hit their regular sales quota
regularly and another 31% who do so usually.
Do you consider yourself to
be successful at sales?
How often do you hit your
regular sales quota?
Did you reach your annual
sales target last year?
17%
83%
42%
58%
2%
15%
42%
31%
10%
Never
Rarely
Regularly
Usually
Always
No
Yes
State of Sales/ 34
Sales success does not necessarily mean hitting targets
When we delve further into the responses, it’s clear that not all sales
professionals measure their own success by annual goals and quotas. On
the one hand, 32% of individuals who did not reach their target last year
consider themselves to be successful at sales.
On the other hand, 37% of individuals who reached their target last year
do not consider themselves to be successful at sales.
No
Yes
Do you consider yourself to be successful
at sales?
Salespeople who reached their annual
target last year
Salespeople who did not reach their annual
target last year
37%
63%
68%
32%
State of Sales/ 35
Meanwhile, 10% of respondents who rarely meet their sales quota still
consider themselves successful, whereas 26% of respondents who
usually or always meet their sales quota do not consider themselves
successful.
1%
9%
10%
39%
46%
26%
11%
1%
25%
32%
Never
Rarely
Usually
Always
Regularly
How often do you hit your regular sales quota?
Do you consider yourself to be successful at sales?
Yes
No
State of Sales/ 36
However, the pandemic has impacted their ability to hit their numbers,
as there was a 19 percentage point decrease in the number of
English-speaking respondents who usually or always hit their regular
sales quota, from 56% in 2019 to 37% in 2020.
How often do you hit your regular sales quota?
2019
2020
16%
11%
26%
40%
26%
43%
15% 17%
3%
3%
Never
Rarely
Usually
Always
Regularly
State of Sales/ 37
Ambition leads to high standards
Portuguese speakers—who, along with Spanish speakers, are also among
the most likely to want to become sales managers or business owners—
are, on average, 9 percentage points less likely to consider themselves
successful at sales, despite being 12 percentage points more likely to
usually hit their regular sales quota and, as previously shown, the most
likely to have become more successful this year.
I consider myself to be successful at sales
I usually hit my regular sales quota
85%
89%
74%
83%
26%
29%
34%
43%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 38
Sales performance does not define role satisfaction
Four in ten respondents who are satisfied in their current role did not
reach their sales target last year, while 14% who rarely meet their regular
sales quota are satisfied.
Conversely, a noteworthy 46% of people who reached their sales target
last year aren’t satisfied in their current role. Meanwhile, over a third of
salespeople who usually (30%) or always (8%) meet their regular sales
quota are also not satisfied in their current role.
46%
60%
40%
54%
Are you satisfied in your current role?
People who reached their annual target last year
People who did not reach their annual target last year
No
Yes
State of Sales/ 39
How often do you hit your regular sales quota?
Are you satisfied in your current role?
1%
7%
10%
8%
14%
20%
44%
35%
31% 30%
Never
Rarely
Usually
Always
Regularly
Yes
No
State of Sales/ 40
Working from home
Working from home is the new normal, a trend that has had a small,
but noticeable impact on success and working habits.
Unsurprisingly, 60% of the respondents reported that the place they
work from the most has changed over the past year, with four in ten
(41%) people mostly working from home. Compared to 2019, there was
a 25% increase in the number of English-speaking respondents working
from home and a 10% decrease in the number of individuals working in
an open-plan office.
Although the majority of sales professionals have coped well with the
change, there is a difference in those working from home and those
working elsewhere when it comes to success.
The working week has also spread out for people who are working
from home, with a higher percentage of this group saying they work
weekends. Overall, though, people working from home are working
fewer hours.
State of Sales/ 41
Work from home is the new normal
60% of respondents reported that the place they work from the most has
changed over the past year, with four in ten (41%) people mostly working
from home.
40%
60%
Has the place you work from the most changed in the
last 12 months?
Where do you work from the most?
From home
In an open-plan office
In a cubicle
Multiregionally
In a co-working space
On the road
Yes
No
41%
25%
13%
8% 8%
5%
State of Sales/ 42
Compared to 2019, there was a 25% increase in the number of
English-speaking respondents working from home and a 10%
decrease in the number of individuals working in an open-plan office.
Where do you work from the most?
2020
2019
5%
3%
9%
5%
12%
5%
12%
10%
48%
23%
39%
29%
In an open-plan
o ce
From home
Co-working
space
On the road
Cubicle
Multiregionally
State of Sales/ 43
German speakers were 15 percentage points less likely to report a change
in their workplace, with only a quarter (26%) mostly working from home.
On the other hand, English speakers are the most likely to work from
home, with almost half of them (48%) doing so.
62%
64%
60%
45%
48%
26%
30%
42%
The place I work from the most has changed over the
last 12 months
I mostly work from home
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 44
Interestingly, Portuguese speakers, the most likely to report a change
in their workplace, are among the least likely to work from home (30%).
It appears that Portuguese speakers still go to the office, but instead of
working in an open-plan office, they now mostly work in a cubicle and/or
multiregionally.
29%
33%
25%
12%
5%
4%
29%
30%
4%
9%
3%
21%
I mostly work in an open-plan office
I mostly work in a cubicle
I mostly work multiregionally
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 45
People working from home still feel successful,
but they are less likely to hit their goals
There is only a small difference between the percentage of people who
feel successful working at home and those who feel successful but don’t
work from home. However, people working from home are 5 percentage
points less likely to say that they have become more successful.
They are just as unlikely to have hit their annual sales target last year and
to regularly, usually or always hit their sales quota.
18%
82%
16%
84%
People who work from home the most
People who do not work from home the most
Do you consider yourself to be successful at sales?
Yes
No
State of Sales/ 46
How has your success at sales changed over the last 12 months?(excluding
those who have changed roles or responded “I don’t know”)
57%
62%
25%
22%
10%
10%
I have become less successful at sales
over the last 12 months
There has been no change in my sales
success over the last 12 months
I have become more successful at sales
over the last 12 months
Do you work from home the most?
Yes
No
State of Sales/ 47
45%
55%
40%
60%
Did you reach your annual sales target last year?
No
Yes
People who work from home the most
People who do not work from home the most
State of Sales/ 48
2%
3%
9% 10%
29%
33%
19%
12%
41% 42%
Never
Rarely
Usually
Always
Regularly
How often do you hit your regular sales quota?
Do you work from home the most?
Yes
No
State of Sales/ 49
Working from home hasn’t impacted job satisfaction or pride
Despite the difference in success, those working from home are
still satisfied in their role and, if they identify as one, proud to be a
salesperson.
Are you satisfied in your current role?
People who work from home the most
People who do not work from home the most
18%
82%
19%
81%
Yes
No
State of Sales/ 50
How has your role satisfaction changed over the last 12 months?
Do you work from home the most?
49%
48%
21%
22%
12%
12%
I have become less satis ed in my role
over the last 12 months
There has been no change in my role
satisfaction over the last 12 months
I have become more satis ed in my role
over the last 12 months
Yes
No
State of Sales/ 51
8%
92%
9%
91%
Are you proud to call yourself a salesperson?
People who work from home the most
People who do not work from home the most
Yes
No
State of Sales/ 52
People working from home are working fewer hours, but they are
working weekends more
People working mostly from home are 5 percentage points more likely to
be working a 40-hour week or less, but they are also 5 percentage points
more likely to at least rarely work weekends.
The trend toward working from home has also had an impact on what
tasks sales professionals spend their time on, with those mostly working
from home 6 percentage points less likely to say they spend their time
selling.
On average, how many hours a week do you work?
Do you work from home the most?
Yes
No
<10h
10-25 h
26-35 h
36-40 h
41-50 h
51-60 h
>60 h
2% 2%
5%
6%
8%
7% 9%
15% 16%
26% 25%
37%
39%
3%
State of Sales/ 53
Do you ever work weekends?
Do you work from home the most?
6%
7%
16% 15%
22%
18%
42% 41%
14%
19%
Never
Rarely
Usually
Always
Regularly
Yes
No
State of Sales/ 54
28%
23%
24%
18%
13%
18%
7% 6%
50%
56%
Selling
48%
45%
Prospecting
34%
27%
Account
management
25%
23%
Marketing
15%
17%
Administrative
support
IT/Tech
support
37%
35%
Qualifying
leads
Business
operations
Managing
a team
Founder/C-level
duties
What do you spend most of your workday on?
Do you work from home the most?
Yes
No
State of Sales/ 55
Sales professionals working from home have turned to tools and technology
Sales professionals who are working from home are more likely to use
technology to help them manage and automate their sales processes.
They are 8 percentage points more likely to use a CRM than people not
mostly working from home.
This is a good strategy because, as is shown later in this report, using a
CRM makes people more likely to hit their sales goals and feel successful.
CRM
Spreadsheets
Pen and paper
83%
75%
14%
20%
3%
5%
What do you use to track your sales?
Do you work from home the most?
Yes
No
State of Sales/ 56
38%
62%
Do you use any technology or automation leads
to help you source and qualify leads?
People who work from home the most
People who do not work from home the most
35%
65%
Yes
No
State of Sales/ 57
The challenges of
lead generation
Other responsibilities and tasks continue to drag salespeople away
from their most important function: selling.
Only 53% of respondents (and 76% of respondents think of themselves
as salespeople) spend most of their workday selling.
The pandemic made prospecting harder
English-speaking sales professionals have struggled to focus on selling
in 2020. The number of English-speaking respondents with selling as
one of their main day-to-day activities has decreased from 62% in 2019
to 54% in 2020. Instead, more are saying they focus on prospecting and
lead qualification.
State of Sales/ 58
Sales professionals are struggling with lead generation
More than half of respondents regularly (24%) or usually (21%) struggle
to find enough sales leads. On the other hand, over a third of salespeople
rarely struggle with lead generation (37%).
Never
Rarely
Regularly
Usually
Always
Do you struggle to find enough sales leads?
7%
24%
21%
11%
37%
State of Sales/ 59
Selling is just one of many workday activities
Sales professionals have a lot on their plate, with half of respondents
spending most of their workday on selling (53%) and lead prospecting
(46%), while another 36% spend their time generating leads.
53%
46%
36%
30%
25%
24%
21%
16%
15%
6%
What do you spend most of your workday on?
Selling
Prospecting
Qualifying leads
Account management
Business operations
Marketing
Managing a team
Administrative support
Founder/C-level duties
IT/Tech support
State of Sales/ 60
Lead generation was a greater challenge in 2020 compared to 2019
The number of English-speaking respondents who report selling as one
of their main day-to-day activities has decreased by 8 percentage points,
from 62% in 2019 to 54% in 2020.
In 2020, the focus of English-speaking salespeople was on lead
prospecting and qualification, potentially to account for the hardships
related to the pandemic.
Selling
Lead prospecting
Lead qualification
62%
54%
54%
64%
43%
49%
What do you spend most of your workday on?
2020
2019
State of Sales/ 61
Lead generation is a challenge for Spanish speakers, but not for German speakers
Spanish speakersare, on average, 38 percentage points more likely
to usually struggle to find sales leads, whereas German speakers are
25 percentage points more likely to never or rarely struggle with lead
generation.
I usually struggle to find enough sales leads
I never or rarely struggle to find enough sales leads
11%
34%
59%
6%
51%
44%
21%
73%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 62
German speakers are able to focus on selling
German speakers are 10 percentage points more likely than the average
to spend most of their workday on selling and far less likely to spend it on
prospecting, with only 13% doing so.
I spend most of my workday on selling
I spend most of my workday on prospecting
49%
63%
57%
57%
48%
52%
54%
13%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 63
Tools and technology
To combat the challenges presented by the pandemic around
generating and qualifying leads, many sales professionals have turned
to technology.
For example, the number of English-speaking sales professionals using
lead generation technology increased by 12%, from 51% in 2019 to
63% in 2020. Thanks to this adoption, even though lead qualification
and prospecting are taking up more of this demographic’s time, they
are finding it easier to generate leads.
The interesting outliers are German-speaking respondents, only 51%
of whom use technology and automation tools to source and qualify
leads. Many German speakers who don’t use these tools say they just
don’t need them.
State of Sales/ 64
How people are tracking their sales
The majority of respondents (75%) are happy with the sales tools and
technology available to them, while using a CRM to track sales is a
standard practice for most respondents (79%). Only a minority (17%) still
rely on spreadsheets or pen and paper (4%).
Are you happy with the tools and tech
available to you for your sales work?
What do you use to track
your sales?
25%
75%
17%
4%
79%
CRM software
Spreadsheets
Pen and paper
Yes
No
State of Sales/ 65
Many salespeople aren’t using technology to drive success
Almost 40% of respondents do not use any technology or automation
tools for lead generation, despite the challenges they regularly face with
this task. Less than a quarter (24%) of those who don’t use technology
to source and qualify leads believe that they don’t have a need for a lead
generation tool; the majority either haven’t found the right tool or don’t
have the resources.
Do you use any technology or automation tools to
help you source and qualify leads?
Why aren’t you using any technology or
automation tools to help you source and
qualify leads?
37%
63%
Yes
No
31%
24%
19%
10%
8%
8%
My company hasn't found
the right tool yet
My company doesn't need a
tool for this
My company doesn't have
the budget for this
My company doesn't have
the right sta to use this
My company doesn’t have
time to implement this
My company tried tools
before, but it didn't work for
us
State of Sales/ 66
English speakers have turned to lead tech during the pandemic
As we saw earlier in this report, lead generation and prospecting were
two of the greatest challenges sales professionals faced in 2020. To cope
with this challenge, many English-speakers have turned to technology.
The number of English-speaking sales professionals using leads tech
increased by 12%, from 51% in 2019 to 63% in 2020.
Do you use any technology or automation
tools to source and qualify leads?
2019
2020
49%
51%
37%
63%
Yes
No
State of Sales/ 67
Thanks to their adoption of this technology, English-speaking sales
professionals actually struggled less with lead acquisition in 2020 than
they did in 2019, dropping from 30% saying they usually or always
struggled to find enough leads to 20%.
Do you struggle to find enough sales leads?
2020
2019
12%
34%
24%
16%
14%
9%
11%
30%
38%
12%
Never
Rarely
Usually
Always
Regularly
State of Sales/ 68
Although German speakers don’t struggle to find leads, they aren’t using technology
Unlike English speakers (and, in fact, Spanish and Portuguese speakers),
German-speaking sales professionals aren’t relying on technology to
source and qualify new leads.
Of those who don’t use technology to source and qualify leads, 39% just
don’t need this technology. This is despite the fact, as we saw earlier, that
German-speaking sales professionals are the least likely to say that they
struggle to find leads or spend time prospecting.
I use technology and automation tools to source and
qualify leads
My company doesn’t need technology or automation
tools for lead generation
63%
67%
69%
51%
26%
12%
9%
39%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 69
The right tools pave the road to success
Identifying and using tools that cater to the needs of salespeople
enhances sales performance across all metrics. Respondents who are
happy with the tools and technology at their disposal are 12 percentage
points more likely to consider themselves successful at sales and 18
percentage points more likely to be satisfied in their current role.
77%
65%
23%
35%
People happy with the tools and tech at their disposal
People not happy with the tools and tech at their
disposal
Do you consider yourself successful at sales?
No
Yes
State of Sales/ 70
People happy with the tools and tech at their disposal
People not happy with the tools and tech at their
disposal
Are you satisfied in your current role?
No
Yes
22%
40%
78%
60%
State of Sales/ 71
Also, individuals who use technology and automation tools for lead
generation are 14 percentage points more likely to have reached their
annual sales target last year.
Did you reach your annual sales target last year?
51%
49%
People who use technology and automation tools to
source and qualify leads
People who do not use technology and automation
tools to source and qualify leads
37%
63%
No
Yes
State of Sales/ 72
Conclusions
Resilience, adaptability and digitization. These
are the key themes from this year’s State of Sales
report.
The world is in many aspects at a crossroads.
The pandemic as a so-called “black swan” event,
something unpredictable with severe effects, has
changed how we view the world.
So it is striking to see how confident sales professionals are across the
countries surveyed. In addition, the majority say that they have seen
greater sales success than in 2019. These are very encouraging results
that highlight how the resilience and adaptability of sales professionals
help them to achieve great results.
The report also emphasizes the importance of using the right digital tools
to become more successful. The fact that sales professionals who are
happy with their current tooling are 12-percentage-points more likely
to feel successful at sales than sales professionals who are not happy
speaks volumes.
Wherever you read this year’s edition of the State of Sales report, be it at
home, in an office or at a remote location near a beach, we at Pipedrive
look to the road ahead with full confidence. The global sales professional
community has proven its resilience and adaptability.
Pipedrive will continue to focus first and foremost on creating digital
solutions that enable sales professionals and revenue teams to be more
successful. We are certain that the pandemic served as a catalyst for
many important changes in the world and, with the level of dedication
and preparation as well as the right tooling, we will see further
advancement and success going forward.
Stay healthy.
Michael Schrezenmaier
Interim Co-CEO and COO
State of Sales/ 73
Survey respondent demographics
1%
29%
70%
Spoken language
Gender
English
Portuguese
German
Spanish
Female
Male
Prefer not to say
404
922
191
185
State of Sales/ 74
Company size
Approximately one-third (30%) of respondents work in mid-sized
companies of 21-100 employees, while four in ten respondents (40%)
have a small team of two to four salespeople working in their company.
How many employees are
there in your company?
How many salespeople are
there in your company?
1 employee
2-4 employees
5-10 employees
11-20 employees
21-100 employees
101-500 employees
501+ employees
1 salesperson
2-4 salespeople
5-10 salespeople
11-20 salespeople
21-50 salespeople
51+ salespeople
7%
6%
12%
10%
18% 17%
30%
18%
21%
40%
6%
7%
8%
State of Sales/ 75
Even in large companies with more than 500 employees, only half of
them have more than 50 salespeople. Only 28% of Portuguese speakers
have a team of more than 50 salespeople in companies with more than
500 employees.
1%
4%
12%
7%
25%
51%
There are more than 500 employees
in my company
There are more than 500 employees and more than
50 salespeople in my company
1 salesperson
2-4 salespeople
5-10 salespeople
11-20 salespeople
21-50 salespeople
More than 50 salespeople
53%
69%
75%
28%
English-speaking
German-speaking
Spanish-speaking
Portuguese-speaking
State of Sales/ 76
Job role
The “salesperson” identity is independent of the job role. Three-quarters
of the respondents consider themselves a salesperson (76%). However,
almost 40% of the respondents are sales managers, while over a third
(38%) are business owners. Interestingly, 81% of sales managers and 77%
of business owners still consider themselves a salesperson.
24%
76%
Do you consider yourself to be a “salesperson”?
No
Yes
State of Sales/ 77
Do you own your business?
Do you manage salespeople?
62%
38%
56%
44%
No
Yes
State of Sales/ 78
Sales managers
Do you consider yourself a salesperson?
Business owners
19%
81%
23%
77%
No
Yes
State of Sales/ 79
Education
Most respondents (72%) say that the highest level of education they have
attained is an undergraduate or postgraduate degree, while another 8%
have a trade, technical or vocational qualification.
What is the highest degree or level of schooling you
have completed?
College/university degree
Postgraduate degree
High school diploma or equivalent
Trade/technical/vocational
qualification
Other
8%
3%
22%
17%
50%
State of Sales/ 80
German speakers value practical education
32% of German speakers have a trade/technical/vocational qualification,
as opposed to an average of 8% across all respondents. Meanwhile, none
of them reported having earned a postgraduate degree.
4%
7%
8%
32%
32%
21%
30%
0%
I have a trade/technical/vocational qualification
I have a postgraduate degree
English-speaking
Portuguese-speaking
Germa-speaking
Spanish-speaking
State of Sales/ 81
Respondents per industry. A quarter (25%) of respondents work in the
tech/software/IT industry.
Which one of these industries do you work in?
Tech/Software/IT
Consulting
Retail/Wholesale
Advertising/Marketing/Creative agency
Construction
Manufacturing
Financial services
Healthcare/Life sciences
Education/Training
Real estate
News/Media/Publishing
Public sector
Non-pro t
Other
25%
10%
16%
9%
8%
7%
7%
6%
4%
4%
4%
1%
<1%
<1%
State of Sales/ 82
© 2021 Pipedrive. All rights reserved
STATE OF SALES
2020 - 2021
Contents
Foreword ...................................................................................................................................................
3
Key sales stories in 2020-2021 .........................................................................................................
4
Salespeople feel underappreciated but proud .........................................................................
5
Working hours and aspirations ....................................................................................................... 12
Carrying success through to 2021 .................................................................................................. 21
Sales skills and training ...................................................................................................................... 27
Measuring success.................................................................................................................................. 32
Working from home.............................................................................................................................. 40
The challenges of lead generation.................................................................................................. 57
Tools and technology............................................................................................................................ 63
Conclusions............................................................................................................................................... 72
Survey respondent demographics.................................................................................................. 73
State of Sales/ 3
Foreword
The Covid-19 pandemic has changed our lives in
the most fundamental of ways: how we live, how
we work, how we connect with others and the
world around us. Some of these changes will be
temporary, while others are likely to be
long-lasting.
The sales profession was prepared, apparently and somewhat
surprisingly. Overnight, people became confined to their homes,
immediately forced into remote working. And it worked; we coped.
Technology said, ‘This is why you invested in us.’ The pandemic rapidly
accelerated trends that were already underway and also created new
trends as businesses seek ways to grow at a time when we are physically
apart.
Communication became more important than ever before. It had to be
transparent, regular and effective. We had to communicate with staff to
ensure everyone was OK and proactively reach out to clients to see how
they could be helped through these unprecedented times.
Since the start of the pandemic, Pipedrive has undertaken regular
research to understand the sales trends as we move through the various
stages of the crisis, looking at how it has impacted ways of working
and results. This year’s Pipedrive State of Sales Report collates the key
insights from this research, highlighting the implications for the industry,
including some unexpected opportunities, as we continue to navigate
this period.
In particular, the report takes a deeper look into key themes that
emerged from our research: work from home, technologies driving
success and the challenges of lead generation.
Following the events of 2020, we can expect trends such as the use
of online technologies and working from home to continue. Yet one
constant also remains: people still treasure personal connections,
perhaps now more than ever.
The challenges that have emerged this year are far from over, but I
continue to be inspired by the collective efforts of everyone in the
sales industry as we weather this storm together. We have a history of
outstanding resilience, and while this may be one of our biggest tests yet,
as this report outlines, the future is full of opportunity.
Sergei Anikin
Interim Co-CEO and CTO
State of Sales/ 4
Key sales stories in 2020-2021
1. Salespeople believe they have a positive impact,
despite feeling undervalued
Despite the majority (61%) saying that sales is underappreciated,
an impressive 91% of salespeople are proud to call themselves a
salesperson. Respondents are also confident that they will play a role
in global economic recovery, with 92% saying that they believe their
role will have a positive impact on the economy in 2021.
2. 2020 was a challenging year, but many feel they
can carry their success into 2021
Almost two-thirds (63%) of respondents say that they work over 40
hours a week (which, for English-speaking respondents in particular, is
a 10 percentage point increase on 2019), while 83% at least sometimes
work weekends. However, this extra effort is paying off, as 59% of
salespeople believe they became more successful at sales in 2020 and
81% expect an increase in their sales this year.
3. The trend toward working from home has
impacted the industry
The Covid-19 pandemic has changed the way many of us work. Lots of
people have now worked from home for over a year. When it comes to
sales professionals, 60% reported that the place they work from the
most has changed over the past year, while four in ten (41%) say they
primarily work from home.
4. The right training and technology drive success
The vast majority (88%) of respondents regularly work on improving
their soft skills, which helps them to be more successful. Those who
regularly work on their soft skills are 11 percentage points more likely
to usually or always hit their regular sales quota. With the right tools
and technology, respondents are 14 percentage points more likely to
have hit their annual sales goal in 2020.
5. Lead generation was a challenge for salespeople
in 2020
After selling, prospecting and lead generation are the two activities
that respondents spend the most of their time on. In fact, for English-
speaking respondents, lead prospecting has overtaken selling as their
key activity since we conducted our survey in 2019. However, English
speakers have turned to technology to help them manage these
efforts.
6. Interesting differences between demographics
For this report, we surveyed English-, German-, Portuguese- and
Spanish-speaking sales professionals. German speakers, for example,
are far more likely to work from nine to five and get compensated for
weekend work, while Portuguese speakers are more likely to regularly
work on their soft skills.
State of Sales/ 5
Salespeople feel
underappreciated
but proud
Despite the challenges they faced in 2020, respondents feel proud of their
profession and their impact. However, those who identify as salespeople
are more likely to feel that their profession is underappreciated.
Interestingly, despite the fact that many companies have had to downsize
during the pandemic, only 4% of respondents left their role without
finding a new one in 2020.
More success and satisfaction
Respondents have every reason to feel proud, as the majority (59%) feel
that they became more successful in their role in 2020.
There is also a feeling of job satisfaction in the industry, with half (49%)
saying that they feel more satisfied in their role. Across all of those
surveyed, Spanish-speaking salespeople are the most likely to feel
satisfied.
State of Sales/ 6
Pride comes from inside
Sales professionals do not need external validation to feel proud of
their career or identity. Over half of the respondents (61%) believe
that salespeople are underappreciated in the business world, yet an
impressive 91% of those who consider themselves to be a salesperson
are proud to do so.
Do you think salespeople are underappreciated in the
business world?
Are you proud to call yourself a salesperson?
9%
91%
61%
39%
Yes
No
Yes
No
State of Sales/ 7
This is particularly true for Spanish speakers, who are the most likely to
feel that sales is underappreciated (65%) but also the most likely to be
proud of their identity as a salesperson (98%) if they consider themselves
to be one.
Do you think salespeople are underappreciated in the
business world?
Are you proud to call yourself a salesperson?
61% 60% 60%
65%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
89% 87%
95% 98%
State of Sales/ 8
Salespeople have demonstrated their value during the pandemic
When compared with last year’s report, the number of English-speaking
salespeople who feel underappreciated decreased by 8%, from 69% in
2019 to 61% in 2020.
This statistic suggests that the pandemic has been an opportunity for
salespeople to show their worth, which is reflected in their increased job
success and satisfaction, as well as in their positive attitude to the impact
that sales could have on economic recovery in 2021 (which is detailed
later in this report).
31%
69%
61%
39%
Do you think salespeople are underappreciated in the
business world?
Yes
No
2019
2020
State of Sales/ 9
Salespeople have become more successful and satisfied, despite the pandemic
Almost half of sales professionals (49%) became more satisfied in 2020
and only 12% experienced a decrease in their satisfaction.
Spanish-speaking sales professionals were the most likely to experience
an increase in their job satisfaction, with 63% of them reporting they had
become more satisfied over the last 12 months.
12%
2%
49%
22%
15%
Which of these statements are more accurate?
I have become more satisfied in my role over
the last 12 months
I have become more satisfied in my
role over the last 12 months
There has been no change in my role
satisfaction over the last 12 months
I have become less satisfied in my
role over the last 12 months
I have changed roles over the last 12
months
I don’t know
48%
40%
48%
63%
English-speaking
German-speaking
Spanish-speaking
Portuguese-speaking
State of Sales/ 10
Another positive trend was identified among those who changed roles.
The majority moved to a sales role in a new company (55%) and a quarter
were promoted (16%). Only 4% of respondents were yet to move to a new
role after leaving their previous position.
How has your role changed?
4%
8%
16%
17%
55%
I have moved to a sales role in a new company
I have moved to a new but not more senior
role in my company
I have been promoted
I have moved to a new non-sales role
I have left my role and not started a new one
State of Sales/ 11
More than half (59%) of respondents have become more successful at
sales over the last 12 months and only 10% have become less successful.
8%
59%
23%
10%
Which of these statements is most accurate?
I have become more successful at
sales over the last 12 months
There has been no change in my sales
success over the last 12 months
I have become less successful at sales
over the last 12 months
I don’t know
State of Sales/ 12
Working hours and
aspirations
Sales professionals are still working long hours and on weekends,
with the majority who work weekends doing so without financial
compensation.
There are some interesting differences betweenthe speakers of different
languages. German speakers are the least likely to work weekends and
the most likely to average 36 to 40 hours a week. German employment
laws keep the average working week to no more than 48 hours, but so do
many other countries, including Mexico. German respondents, however,
are far more likely to maintain a standard nine to five.
There are also interesting differences when it comes to progression
within the sales industry in each language market. The majority of
Spanish and Portuguese speakers who aren’t sales managers or don’t
own a business want to take that next step, while only 35% of German
speakers want to own a business in the future.
State of Sales/ 13
Salespeople work long hours and weekends without compensation
The majority (63%) of respondents say that they work 40-hour weeks or
longer, with almost one in ten working over 60 hours a week. Over a third
work weekends either regularly (20%) or usually (16%).
However, three-quarters (75%) of respondents who work weekends do
not get compensated.
On average, how many hours a week do you work?
2%
4%
6%
25%
16%
9%
38%
<10 h
10-25 h
26-35 h
36-40 h
41-50 h
51-60 h
>60 h
State of Sales/ 14
6%
17%
42%
19%
16%
Do you ever work weekends?
Are you compensated for weekend work?
25%
75%
Yes
No
Never
Rarely
Regularly
Usually
Always
State of Sales/ 15
English-speaking respondents are also less likely to be compensated for
workingWeekends. In last year’s survey, 32% of sales professionals who
worked weekends were compensated, compared to 27% in this year’s
survey.
Are you compensated for weekend work?
68%
32%
73%
27%
Yes
No
2019
2020
State of Sales/ 16
Spanish speakers work weekends, while German speakers work 40-hour weeks
Spanish speakers are 20 percentage points more likely to usually work
weekends, but 17 percentage points less likely to get compensated for
weekend work, with only 8% receiving some compensation.
In contrast, German speakers are the most likely to maintain a more even
work-life balance, with 36% of them working 36 to 40 hours per week,
compared to an average of 26% for all respondents. They are also the
least likely to usually work weekends (7%), but are 11 percentage points
more likely to be compensated for weekend work.
I usually work weekends
On average, I work 36 to 40
hours per week
I am compensated for
weekend work
11%
7%
20%
36%
26%
36%
22% 21%
27%
36%
24%
8%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 17
Sales managers are more likely to work long hours, with almost
three-quarters (73%) working more than 40 hours a week, compared to
60% of salespeople.
Almost half (48%) of sales managers also work weekends at least
regularly, as opposed to one-third (33%) of salespeople who do so.
2%
2%
6%
6%
32%
39%
14%
7%
11%
19%
43%
19%
10-25
26-35
36-40
41-50
51-60
More than 60
On average, how many hours a week do you work?
Do you ever work weekends?
Sales managers
Salespeople
20%
21%
29%
45%
44%
8%
9%
5%
7%
12%
Never
Rarely
Regularly
Usually
Always
State of Sales/ 18
Sales professionals worked longer hours during the pandemic
The number of English-speaking sales professionals who work more than
40 hours per week increased by 10 percentage points between 2019 and
2020, from 50% in 2019 to 60% last year.
On average, how many hours a week do you work?
Less than 40 hours
More than 40 hours
50%
50%
40%
60%
2019
2020
State of Sales/ 19
Satisfaction and aspirations
Despite the long hours, most sales professionals are satisfied in their
current role (81%), but that does not limit their career aspirations.
More than half of respondents wish to become a sales manager (54%) or
business owner (62%) in the future.
Are you satisfied with your
current role?
Do you wish to become
a sales manager in the
future?
Do you wish to own a
business in the future?
19%
81%
62%
38%
54%
46%
No
Yes
State of Sales/ 20
Pride fuels ambition
Spanish- and Portuguese-speaking salespeople, who our survey shows
are the most proud of their roles overall, are also the most ambitious
when it comes to managerial roles and business ownership. Sales
professionals who are Spanish speakers are 15 percentage points more
likely than the average to aspire to be a sales manager, while Portuguese
speakers are 9 percentage points more likely to report this ambition.
Spanish- and Portuguese-speaking respondents are also far more likely
to want to own a business, with 75% of those who don’t already wishing
to do so.
I wish to become a sales manager
in the future
I wish to own a business
in the future
47%
46%
63%
69%
59%
75%
75%
35%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 21
Carrying success
through to 2021
Despite the pandemic, 2020 was a successful year for sales professionals,
and they hoped to carry that success into 2021.
Respondents also believe in the importance of their industry in helping
the global economy recover, with 92% saying that their role will have a
positive impact on economic recovery in 2021.
Unsurprisingly, the respondents who identify as salespeople are more
likely to believe that the sales industry will help drive economic growth.
Those more proud of their role as a salesperson are also more likely to
back themselves to increase revenue in 2021 and drive recovery.
State of Sales/ 22
A year of opportunities for salespeople
Most sales professionals experienced an increase in their job satisfaction
and success in 2020 and expect to do so in 2021 as well. When asked
about the future of sales over the next 12 months, 81% of respondents
said that they expect an increase in their sales.
They also believe that sales will be a catalyst for the economy, with
almost all of them (92%) feeling that their role will have a positive impact
on the economy in 2021 and over three-quarters reporting that sales will
be either important (24%) or very important (54%) to the recovery of
economy.
I expect my sales to increase over the next
12 months
My sales will stay the same over the next 12
months
I expect my sales to decrease or stop over
the next 12 months
I’m not sure what will happen with my
sales over the next 12 months
Which of the following statements is true?
9%
7%
3%
81%
State of Sales/ 23
8%
92%
Do you see your role having a positive impact on the
economy in 2021?
How important do you think sales will be to helping
the economy recover in 2021?
Very important
Important
Unsure
Not important
Very unimportant
No
Yes
2%
13%
24%
7%
54%
State of Sales/ 24
Optimism is a matter of pride
Salespeople who are proud to call themselves a salesperson are 14
percentage points more likely to think that sales will be very important
to helping the economy recover in 2021 and that their role will have a
positive impact on it.
Meanwhile, salespeople who are not proud of their sales identity are 13
percentage points less likely to expect an increase in their sales in 2021.
I think sales will be very important to helping the economy
recover in 2021
57%
43%
Are you proud to call yourself a salesperson?
Yes
No
State of Sales/ 25
Respondents proud to call themselves a
salesperson
Do you see your role having a positive impact on the
economy in 2021?
Respondents not proud to call themselves a
salesperson
5%
95%
19%
81%
No
Yes
State of Sales/ 26
Respondents proud to call themselves a
salesperson
Do you expect your sales to increase over the next 12
months?
Respondents not proud to call themselves a
salesperson
No
Yes
16%
84%
71%
29%
State of Sales/ 27
Sales skills and
training
On-the-job training is still the most common method used by
respondents to develop their sales skills, with more than half (53%)
selecting this option.
The next highest percentage is 13%, which is the percentage of people
using training and qualifications.
Soft skills are vital to a salesperson’s success
The vast majority of respondents (88%) regularly work on improving their
soft skills, and it’s having an impact: Respondents who work on their
soft skills are more likely to hit their regular sales quota than those who
neglect their soft skills.
State of Sales/ 28
Skills development through hands-on experience
Roughly half (53%) of sales professionals have mostly developed their
sales skills on the job, whereas 13% have acquired their skills through
training and qualifications.
On the job
Training and qualifications
Analyzing reports
With a mentor/coach
Feedback from my manager
Online blogs and/or courses
Videos and/or podcasts
Books
53%
13%
6%
6%
6%
6%
6%
4%
What method have you used the most to develop your
sales skills?
State of Sales/ 29
Portuguese speakers opt for formal training
Portuguese speakers are, on average, 13 percentage points less likely to
have developed their skills on the job and 11 percentage points more
likely to have developed them mostly through training and qualifications.
Taking into account that Portuguese speakers are among the most proud
and ambitious salespeople, informal training might not be enough for
the standards they set for themselves.
I have mostly used training and qualifications to
develop my sales skills
I have mostly developed my
sales skills on the job
9%
7%
24% 16%
57%
59%
61%
40%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 30
Besides adopting a multidimensional approach for their sales skills
training, Portuguese speakers are 8 percentage points more likely than
the average to regularly improve their soft skills, with 96% reporting they
do so.
I regularly work on improving my soft skills
87%
86%
96%
80%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 31
Soft skills have tangible benefits
Salespeople understand the importance of soft skills for their
profession, with 88% of respondents regularly working to improve them.
Respondents who work on their soft skills are 11 percentage points more
likely to usually or always hit their regular sales quota than those who do
not work on them.
12%
88%
Do you regularly work on improving
your soft skills?
How often do you hit your regular
sales quota?
2%
4%
15%
41%
46%
32%
24%
10%
7%
19%
Never
Rarely
Regularly
Usually
Always
Do you regularly work on improving
your soft skills?
Yes
No
State of Sales/ 32
Measuring success
Interestingly, despite the fact that they are less likely to work on
their soft skills—which, as we saw from the last section, helps sales
professionals to hit their sales targets more often—German speakers
are the most likely to consider themselves to be successful.
This confidence is well-placed, however, as German speakers rank
second among those who usually hit their sales targets. Portuguese
speakers are way out in the lead, with over two of every five (43%)
Portuguese-speaking respondents saying that they usually hit their
sales quota.
The pandemic has hit English-speaking respondents hard when it
comes reaching targets. There was a 19 percentage point decrease in
the number of English-speaking respondents who usually or always hit
their regular sales quota.
State of Sales/ 33
Sales goals are intertwined with success and satisfaction
Most respondents consider themselves to be successful at sales (83%).
Interestingly, however, that does not align with their sales performance.
Almost four in ten respondents (42%) did not hit their annual sales target
last year and only 10% always hit their regular sales quota. Still, there
is a considerable 42% of salespeople who hit their regular sales quota
regularly and another 31% who do so usually.
Do you consider yourself to
be successful at sales?
How often do you hit your
regular sales quota?
Did you reach your annual
sales target last year?
17%
83%
42%
58%
2%
15%
42%
31%
10%
Never
Rarely
Regularly
Usually
Always
No
Yes
State of Sales/ 34
Sales success does not necessarily mean hitting targets
When we delve further into the responses, it’s clear that not all sales
professionals measure their own success by annual goals and quotas. On
the one hand, 32% of individuals who did not reach their target last year
consider themselves to be successful at sales.
On the other hand, 37% of individuals who reached their target last year
do not consider themselves to be successful at sales.
No
Yes
Do you consider yourself to be successful
at sales?
Salespeople who reached their annual
target last year
Salespeople who did not reach their annual
target last year
37%
63%
68%
32%
State of Sales/ 35
Meanwhile, 10% of respondents who rarely meet their sales quota still
consider themselves successful, whereas 26% of respondents who
usually or always meet their sales quota do not consider themselves
successful.
1%
9%
10%
39%
46%
26%
11%
1%
25%
32%
Never
Rarely
Usually
Always
Regularly
How often do you hit your regular sales quota?
Do you consider yourself to be successful at sales?
Yes
No
State of Sales/ 36
However, the pandemic has impacted their ability to hit their numbers,
as there was a 19 percentage point decrease in the number of
English-speaking respondents who usually or always hit their regular
sales quota, from 56% in 2019 to 37% in 2020.
How often do you hit your regular sales quota?
2019
2020
16%
11%
26%
40%
26%
43%
15% 17%
3%
3%
Never
Rarely
Usually
Always
Regularly
State of Sales/ 37
Ambition leads to high standards
Portuguese speakers—who, along with Spanish speakers, are also among
the most likely to want to become sales managers or business owners—
are, on average, 9 percentage points less likely to consider themselves
successful at sales, despite being 12 percentage points more likely to
usually hit their regular sales quota and, as previously shown, the most
likely to have become more successful this year.
I consider myself to be successful at sales
I usually hit my regular sales quota
85%
89%
74%
83%
26%
29%
34%
43%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 38
Sales performance does not define role satisfaction
Four in ten respondents who are satisfied in their current role did not
reach their sales target last year, while 14% who rarely meet their regular
sales quota are satisfied.
Conversely, a noteworthy 46% of people who reached their sales target
last year aren’t satisfied in their current role. Meanwhile, over a third of
salespeople who usually (30%) or always (8%) meet their regular sales
quota are also not satisfied in their current role.
46%
60%
40%
54%
Are you satisfied in your current role?
People who reached their annual target last year
People who did not reach their annual target last year
No
Yes
State of Sales/ 39
How often do you hit your regular sales quota?
Are you satisfied in your current role?
1%
7%
10%
8%
14%
20%
44%
35%
31% 30%
Never
Rarely
Usually
Always
Regularly
Yes
No
State of Sales/ 40
Working from home
Working from home is the new normal, a trend that has had a small,
but noticeable impact on success and working habits.
Unsurprisingly, 60% of the respondents reported that the place they
work from the most has changed over the past year, with four in ten
(41%) people mostly working from home. Compared to 2019, there was
a 25% increase in the number of English-speaking respondents working
from home and a 10% decrease in the number of individuals working in
an open-plan office.
Although the majority of sales professionals have coped well with the
change, there is a difference in those working from home and those
working elsewhere when it comes to success.
The working week has also spread out for people who are working
from home, with a higher percentage of this group saying they work
weekends. Overall, though, people working from home are working
fewer hours.
State of Sales/ 41
Work from home is the new normal
60% of respondents reported that the place they work from the most has
changed over the past year, with four in ten (41%) people mostly working
from home.
40%
60%
Has the place you work from the most changed in the
last 12 months?
Where do you work from the most?
From home
In an open-plan office
In a cubicle
Multiregionally
In a co-working space
On the road
Yes
No
41%
25%
13%
8% 8%
5%
State of Sales/ 42
Compared to 2019, there was a 25% increase in the number of
English-speaking respondents working from home and a 10%
decrease in the number of individuals working in an open-plan office.
Where do you work from the most?
2020
2019
5%
3%
9%
5%
12%
5%
12%
10%
48%
23%
39%
29%
In an open-plan
o ce
From home
Co-working
space
On the road
Cubicle
Multiregionally
State of Sales/ 43
German speakers were 15 percentage points less likely to report a change
in their workplace, with only a quarter (26%) mostly working from home.
On the other hand, English speakers are the most likely to work from
home, with almost half of them (48%) doing so.
62%
64%
60%
45%
48%
26%
30%
42%
The place I work from the most has changed over the
last 12 months
I mostly work from home
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 44
Interestingly, Portuguese speakers, the most likely to report a change
in their workplace, are among the least likely to work from home (30%).
It appears that Portuguese speakers still go to the office, but instead of
working in an open-plan office, they now mostly work in a cubicle and/or
multiregionally.
29%
33%
25%
12%
5%
4%
29%
30%
4%
9%
3%
21%
I mostly work in an open-plan office
I mostly work in a cubicle
I mostly work multiregionally
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 45
People working from home still feel successful,
but they are less likely to hit their goals
There is only a small difference between the percentage of people who
feel successful working at home and those who feel successful but don’t
work from home. However, people working from home are 5 percentage
points less likely to say that they have become more successful.
They are just as unlikely to have hit their annual sales target last year and
to regularly, usually or always hit their sales quota.
18%
82%
16%
84%
People who work from home the most
People who do not work from home the most
Do you consider yourself to be successful at sales?
Yes
No
State of Sales/ 46
How has your success at sales changed over the last 12 months?(excluding
those who have changed roles or responded “I don’t know”)
57%
62%
25%
22%
10%
10%
I have become less successful at sales
over the last 12 months
There has been no change in my sales
success over the last 12 months
I have become more successful at sales
over the last 12 months
Do you work from home the most?
Yes
No
State of Sales/ 47
45%
55%
40%
60%
Did you reach your annual sales target last year?
No
Yes
People who work from home the most
People who do not work from home the most
State of Sales/ 48
2%
3%
9% 10%
29%
33%
19%
12%
41% 42%
Never
Rarely
Usually
Always
Regularly
How often do you hit your regular sales quota?
Do you work from home the most?
Yes
No
State of Sales/ 49
Working from home hasn’t impacted job satisfaction or pride
Despite the difference in success, those working from home are
still satisfied in their role and, if they identify as one, proud to be a
salesperson.
Are you satisfied in your current role?
People who work from home the most
People who do not work from home the most
18%
82%
19%
81%
Yes
No
State of Sales/ 50
How has your role satisfaction changed over the last 12 months?
Do you work from home the most?
49%
48%
21%
22%
12%
12%
I have become less satis ed in my role
over the last 12 months
There has been no change in my role
satisfaction over the last 12 months
I have become more satis ed in my role
over the last 12 months
Yes
No
State of Sales/ 51
8%
92%
9%
91%
Are you proud to call yourself a salesperson?
People who work from home the most
People who do not work from home the most
Yes
No
State of Sales/ 52
People working from home are working fewer hours, but they are
working weekends more
People working mostly from home are 5 percentage points more likely to
be working a 40-hour week or less, but they are also 5 percentage points
more likely to at least rarely work weekends.
The trend toward working from home has also had an impact on what
tasks sales professionals spend their time on, with those mostly working
from home 6 percentage points less likely to say they spend their time
selling.
On average, how many hours a week do you work?
Do you work from home the most?
Yes
No
<10h
10-25 h
26-35 h
36-40 h
41-50 h
51-60 h
>60 h
2% 2%
5%
6%
8%
7% 9%
15% 16%
26% 25%
37%
39%
3%
State of Sales/ 53
Do you ever work weekends?
Do you work from home the most?
6%
7%
16% 15%
22%
18%
42% 41%
14%
19%
Never
Rarely
Usually
Always
Regularly
Yes
No
State of Sales/ 54
28%
23%
24%
18%
13%
18%
7% 6%
50%
56%
Selling
48%
45%
Prospecting
34%
27%
Account
management
25%
23%
Marketing
15%
17%
Administrative
support
IT/Tech
support
37%
35%
Qualifying
leads
Business
operations
Managing
a team
Founder/C-level
duties
What do you spend most of your workday on?
Do you work from home the most?
Yes
No
State of Sales/ 55
Sales professionals working from home have turned to tools and technology
Sales professionals who are working from home are more likely to use
technology to help them manage and automate their sales processes.
They are 8 percentage points more likely to use a CRM than people not
mostly working from home.
This is a good strategy because, as is shown later in this report, using a
CRM makes people more likely to hit their sales goals and feel successful.
CRM
Spreadsheets
Pen and paper
83%
75%
14%
20%
3%
5%
What do you use to track your sales?
Do you work from home the most?
Yes
No
State of Sales/ 56
38%
62%
Do you use any technology or automation leads
to help you source and qualify leads?
People who work from home the most
People who do not work from home the most
35%
65%
Yes
No
State of Sales/ 57
The challenges of
lead generation
Other responsibilities and tasks continue to drag salespeople away
from their most important function: selling.
Only 53% of respondents (and 76% of respondents think of themselves
as salespeople) spend most of their workday selling.
The pandemic made prospecting harder
English-speaking sales professionals have struggled to focus on selling
in 2020. The number of English-speaking respondents with selling as
one of their main day-to-day activities has decreased from 62% in 2019
to 54% in 2020. Instead, more are saying they focus on prospecting and
lead qualification.
State of Sales/ 58
Sales professionals are struggling with lead generation
More than half of respondents regularly (24%) or usually (21%) struggle
to find enough sales leads. On the other hand, over a third of salespeople
rarely struggle with lead generation (37%).
Never
Rarely
Regularly
Usually
Always
Do you struggle to find enough sales leads?
7%
24%
21%
11%
37%
State of Sales/ 59
Selling is just one of many workday activities
Sales professionals have a lot on their plate, with half of respondents
spending most of their workday on selling (53%) and lead prospecting
(46%), while another 36% spend their time generating leads.
53%
46%
36%
30%
25%
24%
21%
16%
15%
6%
What do you spend most of your workday on?
Selling
Prospecting
Qualifying leads
Account management
Business operations
Marketing
Managing a team
Administrative support
Founder/C-level duties
IT/Tech support
State of Sales/ 60
Lead generation was a greater challenge in 2020 compared to 2019
The number of English-speaking respondents who report selling as one
of their main day-to-day activities has decreased by 8 percentage points,
from 62% in 2019 to 54% in 2020.
In 2020, the focus of English-speaking salespeople was on lead
prospecting and qualification, potentially to account for the hardships
related to the pandemic.
Selling
Lead prospecting
Lead qualification
62%
54%
54%
64%
43%
49%
What do you spend most of your workday on?
2020
2019
State of Sales/ 61
Lead generation is a challenge for Spanish speakers, but not for German speakers
Spanish speakersare, on average, 38 percentage points more likely
to usually struggle to find sales leads, whereas German speakers are
25 percentage points more likely to never or rarely struggle with lead
generation.
I usually struggle to find enough sales leads
I never or rarely struggle to find enough sales leads
11%
34%
59%
6%
51%
44%
21%
73%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 62
German speakers are able to focus on selling
German speakers are 10 percentage points more likely than the average
to spend most of their workday on selling and far less likely to spend it on
prospecting, with only 13% doing so.
I spend most of my workday on selling
I spend most of my workday on prospecting
49%
63%
57%
57%
48%
52%
54%
13%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 63
Tools and technology
To combat the challenges presented by the pandemic around
generating and qualifying leads, many sales professionals have turned
to technology.
For example, the number of English-speaking sales professionals using
lead generation technology increased by 12%, from 51% in 2019 to
63% in 2020. Thanks to this adoption, even though lead qualification
and prospecting are taking up more of this demographic’s time, they
are finding it easier to generate leads.
The interesting outliers are German-speaking respondents, only 51%
of whom use technology and automation tools to source and qualify
leads. Many German speakers who don’t use these tools say they just
don’t need them.
State of Sales/ 64
How people are tracking their sales
The majority of respondents (75%) are happy with the sales tools and
technology available to them, while using a CRM to track sales is a
standard practice for most respondents (79%). Only a minority (17%) still
rely on spreadsheets or pen and paper (4%).
Are you happy with the tools and tech
available to you for your sales work?
What do you use to track
your sales?
25%
75%
17%
4%
79%
CRM software
Spreadsheets
Pen and paper
Yes
No
State of Sales/ 65
Many salespeople aren’t using technology to drive success
Almost 40% of respondents do not use any technology or automation
tools for lead generation, despite the challenges they regularly face with
this task. Less than a quarter (24%) of those who don’t use technology
to source and qualify leads believe that they don’t have a need for a lead
generation tool; the majority either haven’t found the right tool or don’t
have the resources.
Do you use any technology or automation tools to
help you source and qualify leads?
Why aren’t you using any technology or
automation tools to help you source and
qualify leads?
37%
63%
Yes
No
31%
24%
19%
10%
8%
8%
My company hasn't found
the right tool yet
My company doesn't need a
tool for this
My company doesn't have
the budget for this
My company doesn't have
the right sta to use this
My company doesn’t have
time to implement this
My company tried tools
before, but it didn't work for
us
State of Sales/ 66
English speakers have turned to lead tech during the pandemic
As we saw earlier in this report, lead generation and prospecting were
two of the greatest challenges sales professionals faced in 2020. To cope
with this challenge, many English-speakers have turned to technology.
The number of English-speaking sales professionals using leads tech
increased by 12%, from 51% in 2019 to 63% in 2020.
Do you use any technology or automation
tools to source and qualify leads?
2019
2020
49%
51%
37%
63%
Yes
No
State of Sales/ 67
Thanks to their adoption of this technology, English-speaking sales
professionals actually struggled less with lead acquisition in 2020 than
they did in 2019, dropping from 30% saying they usually or always
struggled to find enough leads to 20%.
Do you struggle to find enough sales leads?
2020
2019
12%
34%
24%
16%
14%
9%
11%
30%
38%
12%
Never
Rarely
Usually
Always
Regularly
State of Sales/ 68
Although German speakers don’t struggle to find leads, they aren’t using technology
Unlike English speakers (and, in fact, Spanish and Portuguese speakers),
German-speaking sales professionals aren’t relying on technology to
source and qualify new leads.
Of those who don’t use technology to source and qualify leads, 39% just
don’t need this technology. This is despite the fact, as we saw earlier, that
German-speaking sales professionals are the least likely to say that they
struggle to find leads or spend time prospecting.
I use technology and automation tools to source and
qualify leads
My company doesn’t need technology or automation
tools for lead generation
63%
67%
69%
51%
26%
12%
9%
39%
English-speaking
Portuguese-speaking
German-speaking
Spanish-speaking
State of Sales/ 69
The right tools pave the road to success
Identifying and using tools that cater to the needs of salespeople
enhances sales performance across all metrics. Respondents who are
happy with the tools and technology at their disposal are 12 percentage
points more likely to consider themselves successful at sales and 18
percentage points more likely to be satisfied in their current role.
77%
65%
23%
35%
People happy with the tools and tech at their disposal
People not happy with the tools and tech at their
disposal
Do you consider yourself successful at sales?
No
Yes
State of Sales/ 70
People happy with the tools and tech at their disposal
People not happy with the tools and tech at their
disposal
Are you satisfied in your current role?
No
Yes
22%
40%
78%
60%
State of Sales/ 71
Also, individuals who use technology and automation tools for lead
generation are 14 percentage points more likely to have reached their
annual sales target last year.
Did you reach your annual sales target last year?
51%
49%
People who use technology and automation tools to
source and qualify leads
People who do not use technology and automation
tools to source and qualify leads
37%
63%
No
Yes
State of Sales/ 72
Conclusions
Resilience, adaptability and digitization. These
are the key themes from this year’s State of Sales
report.
The world is in many aspects at a crossroads.
The pandemic as a so-called “black swan” event,
something unpredictable with severe effects, has
changed how we view the world.
So it is striking to see how confident sales professionals are across the
countries surveyed. In addition, the majority say that they have seen
greater sales success than in 2019. These are very encouraging results
that highlight how the resilience and adaptability of sales professionals
help them to achieve great results.
The report also emphasizes the importance of using the right digital tools
to become more successful. The fact that sales professionals who are
happy with their current tooling are 12-percentage-points more likely
to feel successful at sales than sales professionals who are not happy
speaks volumes.
Wherever you read this year’s edition of the State of Sales report, be it at
home, in an office or at a remote location near a beach, we at Pipedrive
look to the road ahead with full confidence. The global sales professional
community has proven its resilience and adaptability.
Pipedrive will continue to focus first and foremost on creating digital
solutions that enable sales professionals and revenue teams to be more
successful. We are certain that the pandemic served as a catalyst for
many important changes in the world and, with the level of dedication
and preparation as well as the right tooling, we will see further
advancement and success going forward.
Stay healthy.
Michael Schrezenmaier
Interim Co-CEO and COO
State of Sales/ 73
Survey respondent demographics
1%
29%
70%
Spoken language
Gender
English
Portuguese
German
Spanish
Female
Male
Prefer not to say
404
922
191
185
State of Sales/ 74
Company size
Approximately one-third (30%) of respondents work in mid-sized
companies of 21-100 employees, while four in ten respondents (40%)
have a small team of two to four salespeople working in their company.
How many employees are
there in your company?
How many salespeople are
there in your company?
1 employee
2-4 employees
5-10 employees
11-20 employees
21-100 employees
101-500 employees
501+ employees
1 salesperson
2-4 salespeople
5-10 salespeople
11-20 salespeople
21-50 salespeople
51+ salespeople
7%
6%
12%
10%
18% 17%
30%
18%
21%
40%
6%
7%
8%
State of Sales/ 75
Even in large companies with more than 500 employees, only half of
them have more than 50 salespeople. Only 28% of Portuguese speakers
have a team of more than 50 salespeople in companies with more than
500 employees.
1%
4%
12%
7%
25%
51%
There are more than 500 employees
in my company
There are more than 500 employees and more than
50 salespeople in my company
1 salesperson
2-4 salespeople
5-10 salespeople
11-20 salespeople
21-50 salespeople
More than 50 salespeople
53%
69%
75%
28%
English-speaking
German-speaking
Spanish-speaking
Portuguese-speaking
State of Sales/ 76
Job role
The “salesperson” identity is independent of the job role. Three-quarters
of the respondents consider themselves a salesperson (76%). However,
almost 40% of the respondents are sales managers, while over a third
(38%) are business owners. Interestingly, 81% of sales managers and 77%
of business owners still consider themselves a salesperson.
24%
76%
Do you consider yourself to be a “salesperson”?
No
Yes
State of Sales/ 77
Do you own your business?
Do you manage salespeople?
62%
38%
56%
44%
No
Yes
State of Sales/ 78
Sales managers
Do you consider yourself a salesperson?
Business owners
19%
81%
23%
77%
No
Yes
State of Sales/ 79
Education
Most respondents (72%) say that the highest level of education they have
attained is an undergraduate or postgraduate degree, while another 8%
have a trade, technical or vocational qualification.
What is the highest degree or level of schooling you
have completed?
College/university degree
Postgraduate degree
High school diploma or equivalent
Trade/technical/vocational
qualification
Other
8%
3%
22%
17%
50%
State of Sales/ 80
German speakers value practical education
32% of German speakers have a trade/technical/vocational qualification,
as opposed to an average of 8% across all respondents. Meanwhile, none
of them reported having earned a postgraduate degree.
4%
7%
8%
32%
32%
21%
30%
0%
I have a trade/technical/vocational qualification
I have a postgraduate degree
English-speaking
Portuguese-speaking
Germa-speaking
Spanish-speaking
State of Sales/ 81
Respondents per industry. A quarter (25%) of respondents work in the
tech/software/IT industry.
Which one of these industries do you work in?
Tech/Software/IT
Consulting
Retail/Wholesale
Advertising/Marketing/Creative agency
Construction
Manufacturing
Financial services
Healthcare/Life sciences
Education/Training
Real estate
News/Media/Publishing
Public sector
Non-pro t
Other
25%
10%
16%
9%
8%
7%
7%
6%
4%
4%
4%
1%
<1%
<1%
State of Sales/ 82