Insight Papers · Field Research
What the data says. What we’d do about it.
Insight papers for revenue leaders: fast, actionable reads on CRM data, quota, seller productivity and buyer behavior. Every finding comes from the field, learned the hard way inside real revenue orgs, and backed by 2026 data.
Your CRM is lying to you.
Every CRO I’ve worked with has the same relationship with their CRM. They rely on it for every decision, they present it to the board, and somewhere in the back of their mind they know it’s wrong. 70% of CRMs have real accuracy issues, and contact data decays 22% a year.
Read the analysis →Quota attainment collapsed to 43%.
The room gets quiet when the attainment number hits the screen. Leadership starts talking about coaching, accountability, maybe a round of PIPs. But 58% of orgs intentionally over-assign quota, and 17% of reps produce 81% of revenue. That’s not a talent problem.
Read the analysis →Your sellers spend 70% of their time not selling.
Ask any sales leader what their team does all day and they’ll tell you: they sell. Ask the reps and you get a very different answer. 28 to 30% of the week goes to actual selling. The rest disappears into CRM updates, internal meetings, quotes and manual research.
Read the analysis →83% of buyers decided before sales ever engaged.
When your rep finally gets the meeting, the buyer isn’t discovering you. They’re confirming a decision they started making months ago. By Day 1 of evaluation the shortlist is set at 4 to 5 vendors, and 95% of the time the winner is already on it.
Read the analysis →Delete three-quarters of your CRM fields.
Open your CRM’s settings and scroll the field list. Most revenue leaders have done this exactly once, during an implementation years ago, and what they remember is the scrolling. Most B2B CRMs I open could lose three quarters of their fields, and the sales team would take a month to notice.
Read the analysis →AI-ready CRM data: a definition you can test.
Ask a data vendor what AI-ready means and you will get a story about outcomes. Ask for the pass and fail criteria behind the label and the deck moves to the next slide. Every provider sells AI-ready data now. None of them will hand you the test. So here is one.
Read the analysis →Go deeper than the papers.
The State of B2B Revenue 2026: ten chapters of original research behind every insight on this page, from quota attainment to AI readiness and the 2026 benchmarks.
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