2024 State of
Revenue Productivity Report
Revenue resilience through efficiency and speed
The State of…
We analyzed activity from more than one million users at more than 400 Mindtickle customers to demonstrate how winning teams ensure reps are always ready to close more deals.
400+
Companies
1M+
Users
148K+
Monthly Mobile Users
190+
Countries
470K+
Calls Recorded
Revenue Enablement
The Need for Speed
The amount of time for sellers to complete an onboarding program decreased by 62%.
There’s no time to waste. Instill accountability, and provide data-driven coaching to ensure reps continue to improve.
Microtraining is King
Percentage of users who only engage with learning and content for fewer than 10 minutes at a time:
Training content must be extra engaging and interesting for reps to consume it.
TLDR
Ramping reps faster and refining their skills with training they actually consume means they’re productive faster and closing more business.
Sales Content
Double Down on Content That Works
Asset Hub: Content vs. engagement:
80% of content had 30% engagement
10% of content had 20% engagement
10% of content had 50% engagement
Dig into your content analytics to find the pieces of content that perform the best. Make more content like that and less of everything else.
Content as a Catalyst
Organizations published an average of 642 new assets in 2023.
Focus on creating impact with your content, keeping it up-to-date, and making it easy for your GTM reps to find, understand, and use it.
Keep it Fresh
The 10% of top orgs update their content at least once every 3.25 months.
Consider conducting content audits more frequently and make sure content owners keep content fresh. If reps see that your content is reliably up-to-date, they’ll trust it more, use it more, and generate more ROI.
TLDR
Prioritize content impact over volume for increased engagement and more closed deals.
Conversation Intelligence
No Time to Waste
Average length of a sales call:
Calls are getting shorter, and there is less time for discovery. Reps need to show up ultra-prepared, and calls must pack a punch.
Go Deeper on Discovery
Average number of questions asked during discovery calls:
Fewer questions during discovery varies depending on factors like prospect preparedness, confidence levels, decision-making stage, and time constraints.
TLDR
Prioritize and enhance sales team training on effective discovery techniques, emphasizing the importance of going deeper with targeted questions.
Sales Coaching
Coaching Sessions Jump
Average number of coaching sessions per rep of top performers
Top reps ask for coaching and are working on several hot deals. Managers are also under intense pressure to jump in, coach, and close more deals.
More Coaching = More Wins
Average number of coaching sessions completed per month by a top manager
Top managers coach more and top performers are coached four times as much as other reps.
TLDR
Your best reps are coached more frequently. Investing in coaching translates to more wins.
Sales Competencies + Analytics
Top 3 Competencies for BDRs
- 1Lead qualification
- 2Objection handling
- 3Active listening
Top 3 competencies for AEs
- 1Value articulation
- 2Objection handling
- 3Negotiating
Active listening joined the top 3 competencies this year AI has taken on some of the burden of written communication. Negotiation emerged this year as a top competency for AEs as small budgets or reduced budgets remained tight for some companies and industries.
Customers Are In Control
Percentage of companies with the following competencies:
Objection Handling
Product Knowledge
Customers are coming into conversations more informed than ever, meaning more questions and objections are coming up for every customer/prospect-facing role.
TLDR
Focus on enhancing active listening skills and negotiation capabilities for your revenue teams, as AI aids in written communication and customers arrive more informed, leading to increased questions and objections in conversations.
AI + Copilot
AI Puts Productivity Into Hyperdrive
5% of assessments are created with AI, saving organizations an estimated 29 hours.
With AI taking some administrative burden off of enablement teams, they can re-allocate their team to helping sellers close more deals and drive better business outcomes.
AI Empowers Better Coaching
Copilot reviewed almost 7K role-plays in the second half of 2023 alone.
Use these reviews to bolster coaching conversations with sellers and refine skill improvement so reps can accelerate and close deals.
TLDR
Leverage AI-driven role-play reviews to enhance coaching conversations with your reps, enabling them to refine their skills and accelerate deals.
Seller Productivity
Dedicate Time to DSRs
Time spent in a DSR in an average deal:
3 Hours
Seller Time (approximate)
2 Hours
Customer Time (approximate)
Time spent by the buyer in a DSR directly correlates with closed won deals. Sellers must spend equal or more time as customers. It shows that they’re proactively there to address questions and engage buyers.
Sweet Spot for Meetings
Number of meetings in an average deal:
7 Meetings
Sellers who average 7 meetings or more have a higher degree of closed won deals.
TLDR
Emphasize the importance of reps matching or exceeding customer time spent in deal-related interactions and aim for at least 7 meetings per deal to increase the likelihood of closing successfully.
Build enablement programs that impact business outcomes.
Download the 2024 State of Revenue Productivity Report now so you can help your organization exceed performance goals and create more top performers.
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