Why Only 45% of CSOs Achieved Strategic Sales Goals in 2024?
The survey found that only 23% of CSOs have full accountability for AI solution choices, while 68% merely provide input or are informed about decisions.
Topics
In an era marked by rapid technological change and evolving buyer expectations, Chief Sales Officers (CSOs) are under immense pressure to hit strategic goals. Yet, a recent Gartner survey reveals that less than half of CSOs—only 45%—were able to meet several key strategic objectives in 2024.
This shortfall underscores the complex challenges sales leaders face, from aligning sales and marketing teams to adapting skill sets and integrating AI effectively.
“In today’s rapidly evolving sales landscape, CSOs are struggling to adjust their strategic plans to cope with the unexpected changes they face, as well as to reallocate budgets and resources to tackle a new priority that has recently emerged,” said Robert Blaisdell, VP Analyst, Chief of Research in the Gartner Sales Practice.
“As sales leaders consider the latter half of the year, they must ensure organisational alignment, prioritise enhancing their sellers’ skill sets, and utilise technology to foster growth and transform their revenue organisation.”
The survey of 243 CSOs and senior sales leaders, conducted from November to December 2024, also revealed a significant disconnect between sales and marketing definitions of a qualified lead, with 49% of respondents noting major differences.
ALSO READ: CRM Potential Untapped: Only 27% Fully Leverage Their CRM Systems
“The alignment between sales and marketing teams is increasingly crucial for achieving strategic goals and driving revenue growth,” said Blaisdell. “Effective collaboration between these departments is essential for leveraging technological advancements, such as GenAI, to transform sales processes and enhance buyer interactions.”
Empowering Sales Teams: Reskilling for the AI-Driven Future
The survey highlighted that 74% of CSOs believe substantial changes in seller skills are necessary to meet future revenue goals. Moreover, 58% expect that the majority of their salesforce will need reskilling or upskilling by 2026 due to the increasing role of AI.
“As buyers increasingly utilise generative and other types of AI, sales teams must be equipped with the skills to effectively engage with these technologically savvy customers. This involves integrating AI into existing sales workflows to enhance productivity and efficiency,” said Blaisdell.
“By aligning the skill sets of their teams with evolving market demands, leaders can ensure their organisations remain competitive and responsive to buyer preferences.”
Harnessing Technology: Driving Sales Success Through Strategic AI Integration
Despite recognising AI’s importance, CSOs often face limited authority over selecting and implementing AI tools within their organisations. The survey found that only 23% of CSOs have full accountability for AI solution choices, while 68% merely provide input or are informed about decisions.
“To thrive in today’s competitive sales environment, CSOs must not only embrace AI but also strategically integrate it into workflows, ensuring technology investments are purposefully aligned with organisational objectives and responsive to shifting buyer behaviours,” concluded Blaisdell.
ALSO READ: Is Your CX Program Falling Short?
