A Meta-Analysis of B2B Sales and Marketing KPIs and Benchmarks
UNLOCKING PERFORMANCE INSIGHTS — 2025
Like many of you, we are curious about how different companies run their marketing and sales operations. That’s why, once a year, we publish a meta-report that compiles data from reputable sources, including Gartner, Ipsos, Norwest, Deloitte, EY, and others. We cut through the noise to highlight the numbers that matter: how companies budget, set priorities, and structure their go-to-market.
This report is for founders, commercial leads, CMOs, and marketers who want to gain a deeper understanding of what B2B teams are doing today and determine what to start, stop, or rethink.
💰 Marketing Budgets
Last year, marketing budgets were falling as a share of revenue. This year, the drop seems to have stopped: on average, companies now spend 9−10% of their revenue on marketing.
Spending is split between headcount and programs, with the ratio ranging anywhere from 1:1 to 1:5.
The largest share goes to digital and in-person events. MarTech consistently ranks in the top three, and marketers rate its impact higher than regular campaign spend.
Spending is split between headcount and programs, with the ratio ranging anywhere from 1:1 to 1:5.
The largest share goes to digital and in-person events. MarTech consistently ranks in the top three, and marketers rate its impact higher than regular campaign spend.
🔁 Funnels and Customer Journeys
One of the most overlooked yet essential metrics is pipeline coverage.
A healthy, unweighted pipeline should be 3−4 times your revenue target.
The cost per MQL ranges from $160 to $320, depending on the company size. Startups pay the most. Enterprises come next. Mid-sized companies tend to get the best value.
Fun fact (or not): BANT, once the go-to sales methodology, is now used by only about 10% of teams. MEDDIC and MEDDPICC have taken over.
A healthy, unweighted pipeline should be 3−4 times your revenue target.
The cost per MQL ranges from $160 to $320, depending on the company size. Startups pay the most. Enterprises come next. Mid-sized companies tend to get the best value.
Fun fact (or not): BANT, once the go-to sales methodology, is now used by only about 10% of teams. MEDDIC and MEDDPICC have taken over.
📊 Marketing Mix
Digital spend is still growing faster than every other channel, at a rate more than twice that of 2020. In some companies, digital now takes up 60% of the total marketing budget.
For owned channels, social media is way ahead. Two-thirds of companies plan to increase their investment in this area. Email remains #2 but is losing ground.
As for content, visual formats now account for approximately one-third of the total output. Short-form video has the highest reported return on investment (ROI) among all video formats.
For owned channels, social media is way ahead. Two-thirds of companies plan to increase their investment in this area. Email remains #2 but is losing ground.
As for content, visual formats now account for approximately one-third of the total output. Short-form video has the highest reported return on investment (ROI) among all video formats.
🧑💼 Org Design & Collaboration
Sales teams still make up as much as half the total headcount at every stage of growth. Marketing teams rarely exceed 20%.
The biggest problem isn’t size, but coordination.
One-third of companies say their sales and marketing teams meet less than once a month. That’s too rare, even for companies with long sales cycles.
Only a third of GTM teams say they work as one. The rest? Not so much.
Sales enablement — often still overlooked by smaller companies — becomes standard above a $25 million revenue threshold.
The biggest problem isn’t size, but coordination.
One-third of companies say their sales and marketing teams meet less than once a month. That’s too rare, even for companies with long sales cycles.
Only a third of GTM teams say they work as one. The rest? Not so much.
Sales enablement — often still overlooked by smaller companies — becomes standard above a $25 million revenue threshold.
🤖 AI in Day-to-Day Work
AI is in nearly every marketing function. But outcomes vary.
Only 19% of marketers say they are delighted with the impact. More than 20% say it made no measurable difference (or that they can’t measure it).
Distrust remains high. Teams worry about poor content quality, privacy risks, and employee resistance.
Only 19% of marketers say they are delighted with the impact. More than 20% say it made no measurable difference (or that they can’t measure it).
Distrust remains high. Teams worry about poor content quality, privacy risks, and employee resistance.
📥 Get the Full Report
The 2025 edition covers budgets, funnels, org structures, content strategies, and AI use across every stage of B2B growth. Use it as a reference point and a source of practical ideas.
And if you missed it, last year’s edition still holds up as a baseline.
And if you missed it, last year’s edition still holds up as a baseline.
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