Only 57% of salespeople met their quotas in 2024–the lowest figure in the last five years. In the U.S., that number falls even further to a concerning 45%. Sales teams across industries are facing opposing forces on account of growing economic instability and rising inflation. For smaller businesses, the pressure is even more intense.
Micro-sized companies, which are those with just 1 to 10 employees, are seeing the sharpest drop in performance. Only 48% of respondents in this category hit their targets in 2024. These numbers coming out of the 2025 State of Sales and Marketing Report aren’t just statistics; they’re flashing warning signs for business leaders navigating today’s increasingly crowded and competitive markets. The U.S., in particular, is bearing the brunt of economic uncertainty, with those impacts felt most by startups and SMB, and only 45% of American sales professionals meeting their goals.
As organizations struggle with how to drive revenue during these unsteady economic times, one thing is clear: traditional sales approaches aren’t cutting it anymore. To stay competitive, teams need new strategies, and AI is proving to be one of the most effective.
AI is Reshaping Business at Record Speed
Artificial Intelligence is no longer a future-facing technology. It’s here, and it’s transforming the way businesses operate across industries and sectors. The latest McKinsey survey on AI adoption makes this clear, with 78% of respondents saying their organizations are using AI in at least one business function. That’s a steady climb from 72% in early 2024 and a massive leap from just 55% the year before. This growth reflects the economic reality of AI’s potential.
Companies that have effectively integrated AI into their workflows are seeing real, measurable benefits. Nearly 70% of organizations already using AI say it has helped their teams accomplish more using fewer resources.
The impact of AI on the sales process is massive. It streamlines lead generating, outreach, sales pipelines, and reduces the time spent on repetitive admin tasks. These functions are crucial at a time when productivity gains can mean the difference between hitting quota and falling short. Yet despite its many advantages, AI adoption among sales teams remains low.
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Sales Teams Are Not Using AI to Its Fullest Extent
We’re in a transitional era. AI tools are widely available, but adoption is still lagging, creating the perfect opportunity for companies to take action now and pass their stalling competitors. Just look at the current adoption data coming out of the Sales and Marketing Report: only 37% of sales professionals are integrating AI into their daily workflows. Marketing professionals are only slightly ahead, with 41% actively using AI in their processes. That means a majority still haven’t begun using AI to optimize their sales and marketing operations.
This usage gap can be explained by a number of factors, including an often fundamental lack of training or understanding of how to incorporate AI into everyday sales routines. It’s also a hesitancy rooted in misconceptions–that AI will replace all salespeople, or that it’s too complicated to implement effectively. Most notably, though, is the stark generational divide made clear in the report’s statistics:
- More than 52% of Gen Z sales professionals are implementing AI into their sales processes, a significant advantage compared to only 33% for those 50 and
- Sales professionals aged 18-25 are twice as likely to adopt AI tools compared to those aged 65 and older.
This generational gap underscores a critical point: sales organizations must prioritize AI adoption now to avoid being left behind.
AI is Delivering Impressive Productivity Gains
The evidence supporting AI’s impact is overwhelming. Given the current gap in implementation, it’s the companies and professionals who tap into the technology’s potential that are seeing the most significant downstream benefits.
Almost three-quarters (74%) of the report’s respondents who implemented AI this year say that it improved their productivity. These aren’t modest improvements either; they’re significant enhancements that fundamentally alter how work gets done. The time savings alone back this up. Most AI users are saving between 2 and 5 hours per week, returning valuable time to be used for more important tasks like actual selling and lead generation. For sales professionals struggling to meet quotas, that time can be the difference-maker.
Some sectors are seeing even more dramatic productivity outcomes. The IT/communications and professional services sectors reported the most positive impact from AI on team structures, with 79% experiencing significant benefits. These early adopters are establishing advantages that will be increasingly difficult for competitors to match. This much is clear: workers utilizing AI are more productive, save significant time, and can focus their energy on high-value activities that directly drive revenue. In an environment where sales quotas are at their lowest point in five years, these advantages aren’t just helpful–they’re essential for survival and growth.
AI is an Answer for Sales Teams
The sales industry is at a crossroads. Professionals are struggling to keep up with quotas amid increasingly volatile economic conditions, facing pressure from rising inflation, uncertain tariffs, and an unpredictable market. Traditional approaches aren’t delivering the results needed to thrive in this environment. But the opportunity to get a leg up exists, and not taking advantage of it means missing out. With fewer than half of sales professionals currently utilizing AI–a number that falls sharply among older age groups–the shift toward AI implementation is haphazard. This uneven adoption represents a clear advantage to first-movers willing to embrace change.
The evidence overwhelmingly points toward AI’s efficiency and outcome improvements. The productivity gains are real, measurable, and significant. Yet these benefits are currently being realized only by those who are actively using the technology. The question isn’t whether AI will transform sales–it’s whether your sales team will be among the early adopters who capture the advantages. In a market where only 57% of salespeople are meeting their quotas, the choice has never been clearer.
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