The field of B2B sales and marketing is undergoing a significant transformation. According to Gartner, 80% of B2B sales and buyer interactions will occur through digital channels by 2025. At the same time, buyer expectations have shifted: self-directed information seeking, digital purchasing processes, and seamless customer experiences are now essential, no longer just competitive advantages.
We asked registrants at our Future-Proof Your Business event organised in March 2025 about their biggest challenges and goals in sales and marketing transformation. Four themes emerged prominently in their responses:
1. Sales and marketing alignment – still in need of development
Despite widespread recognition of its importance, true collaboration between sales and marketing remains a challenge for many organisations.
"How can we ensure sales and marketing work seamlessly together?"
"How do we make sure leads are not lost and that marketing efforts are reflected in sales results?"
The problems are particularly evident in the fact that sales and marketing do not always share the same understanding of the buyer. Marketing focuses on lead generation, but sales feel the quality of leads is insufficient. Conversely, the customer insights from sales do not always feed back into marketing, complicating the planning of relevant content and campaigns.
The solution? Shared goals, clear roles, and a data-driven operating model. Without these, sales and marketing remain separate silos, hindering growth.
2. AI, technology and data – obstacle or opportunity?
Many companies have invested in CRM, marketing automation, and analytics, yet they still face the question: How can systems genuinely support the business?
"How do CRM and other systems support customer management and the sales process?"
"How do we ensure that business strategy and technology development go hand in hand?"
Often, technology is seen as a solution in itself, although its true benefit arises from how it is used. Systems alone do not make sales more efficient – they must support sales and marketing processes, integrate with each other, and provide real-time customer insights to aid decision-making.
Artificial intelligence, automation, and data analytics open up vast opportunities, but leveraging them requires strategy, courage, and a culture of experimentation.
Read more about tuning your CRM system into a growth engine on our blog.
3. Buyer-centricity – how to truly put the customer at the centre?
Although much is said about customer-centricity, practical implementation can be challenging. Participants' responses highlighted the importance of engaging the organisation in a customer-centric operating model.
"How do we engage the organisation to genuinely think customer-centrically while also taking advantage of rapidly emerging opportunities?"
Buyers' decision-making processes have changed. Gen Y & Z expect a smooth, digital, and tailored experience – but at the same time, they want to make decisions at their own pace without pushy sales tactics.
A customer-centric operating model requires
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- Utilising customer insights in all business decisions
- Quick responsiveness and flexibility to changing customer needs
- Balance automation and human touch
- Internal communication and commitment from all departments – not just sales and marketing
Many companies also struggle with buyers becoming harder to reach. The key? Offering value before asking for engagement—through informative content, AI-driven nurturing, and smart timing of outreach.
Read tips on providing an exceptional customer experience on our blog.
4. Scalable growth and internationalisation - expanding without losing quality
For businesses looking to scale, the challenge isn’t just growth—it’s growth without sacrificing customer experience.
"How can we serve multiple international customers effectively with limited resources?"
"How can we scale sales and marketing without losing the quality of customer interaction?"
Successful growth requires that processes are functional, measurable, and scalable. It also demands the courage to test new operating models, analyse data, and adapt strategy accordingly.
How to proceed from here?
The transformation of B2B sales and marketing can no longer be ignored – but keeping up with it offers companies enormous opportunities.
The challenges businesses face today—sales and marketing misalignment, AI adoption, shifting buyer behaviors, and scalable growth—are not new. But they are becoming more urgent as digital-first sales accelerate.
The companies that will thrive are those that
- Break down silos between sales and marketing
- Use AI & automation to enhance (not replace) human interaction
- Adopt a fully customer-centric mindset, not just in sales but across the business
- Impelement scalable digital strategies without losing personal engagement
