How Does Your Sales Team Stack Up in 2026?

Compare your performance, against global benchmarks,uncover the trends reshaping B2B sales, and learn where to focus to outperform your competition.

Strategies for Forward-Thinking Sales Leaders

B2B sales performance isn’t failing because of the market. It’s failing because of coaching, process, trust, and leadership.

We analyzed input from global B2B sales experts across over 12,000 client engagements to identify what’s actually driving declining quota attainment, longer deal cycles, and weaker win rates.

If your team is relying on tools, activity, or training alone, you’ll keep seeing the same outcomes. This report shows what to change in the sales environment, so performance becomes repeatable.

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By reading this, you will gain:

Global benchmarks for sales performance

Data on quota attainment, win rates, and deal cycles

Analysis of why sales processes fail

Insights into coaching effectiveness

The real impact of AI in sales today

Trends shaping B2B sales in 2026

Practical recommendations for sales leaders

The elephant in the room is that most B2B sales teams don't have a salesperson problem, they have a sales leadership and operating system problem.

Fractional sales leader, USA

About the Study

This report presents findings from a survey of global B2B sales experts, practitioners with direct, active engagement in sales consulting, training, coaching, and sales leadership across more than 23 countries.

The views expressed here do not reflect one company's results, one vertical's experience, or one year's snapshot. They reflect pattern recognition accumulated across thousands of client engagements.

When 78% of this group says fewer than half of sales reps are hitting quota, that observation has been made across manufacturing floors, SaaS companies, professional services firms, and distribution networks. It is a cross-industry finding, not an outlier.

Paul Fuller
Chief Revenue Officer

About the Author

Paul Fuller’s stated mission is to help others maximize their gifts by using his. Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.

Currently Paul leads revenue growth at Membrain.com - the B2B sales growth platform. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.

Webinar: Strategies for Forward-Thinking Sales Leaders

Recording coming soon

Dive into The State of B2B Sales Report's survey data and key actions for sales leaders.

In this webinar brought to you by Women Sales Experts and Membrain, Membrain CRO Paul Fuller presents comprehensive B2B sales trends data and insights from global sales experts to drive better selling.

Membrain Is CRM and Sales Enablement Combined. When HOW You Sell Matters!

A three-time Top Sales CRM winner, a Top Sales Tool for five years straight and named the Top Sales Enablement Technology three years in a row. Membrain is the only software named as a G2 Crowd High Performer in each of the CRM, Sales Performance Management, Sales Coaching and Sales Enablement categories.

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How Does Your Sales Team Stack Up in 2026?

Compare your performance, against global benchmarks,uncover the trends reshaping B2B sales, and learn where to focus to outperform your competition.