Sales experts at B2B prospecting agency Sopro have analysed a wealth of industry data to reveal the latest B2B training benchmarks, stressing that the best teams don’t use coaching as a ‘sporadic’ exercise.
View the full research here: https://sopro.io/resources/blog/sales-statistics-and-industry-trends/
The state of B2B sales training and skills:
53% of salespeople receive coaching only once a quarter – or even less often: Regular coaching is one of the fastest ways to improve sales performance. Salespeople are being limited in opportunities to develop new skills, refine techniques, and learn from recent deals. The best sales teams don't treat coaching as a sporadic exercise. They make it an ongoing process, using regular feedback to build confidence and improve performance over time.
Only 37% of sales professionals receive personalised feedback: Just 21% of salespeople believe the coaching they do receive is genuinely effective. Tailored feedback helps salespeople understand what they're doing well, where they need to improve, and how they can win more deals. Without it, even experienced reps can struggle to reach their full potential.
“The businesses that perform best don't just focus on retaining great people – they build repeatable sales processes, share knowledge effectively, and maintain accurate records, so success isn't dependent on any one individual.”
— Steve Harlow, Head of Sales at Sopro
Four in 10 salespeople regularly deviate from their sales process: No two buyers are exactly alike, so it's perhaps no surprise that around 40% of salespeople regularly move away from their organisation's formal sales process. While a clear framework is essential, the best salespeople also know when to adapt their approach. Balancing consistency with personalisation can help create more relevant conversations without losing sight of the overall sales strategy.
Adaptability is the most valued sales skill: Sales techniques, buyer expectations, and technology continue to evolve, making adaptability more valuable than ever. In fact, 44% of sales managers identify adaptability as the most important soft skill for modern salespeople. The ability to adjust communication styles, respond to changing buyer needs, and embrace new ways of working is becoming just as important as product knowledge or negotiation skills.
Expert Q&A: Sopro’s Head of Sales, Steve Harlow, answers key questions about how B2B sales have evolved in 2026:
Why do sales professionals miss their quotas? “According to our State of Prospecting research, only 40% of B2B companies are currently exceeding new business targets - and that's not because half the sales profession suddenly forgot how to sell. It's because the market got structurally harder: 58% of buyers say there's more competition, 44% say decision cycles are longer, and 43% say they get ghosted mid-process.”
Does sales team turnover matter? “Sales team turnover matters because relationships matter. Every time a salesperson leaves, they take product knowledge, prospect relationships, and valuable sales experience with them. Replacing that expertise takes time.
“That doesn't mean turnover is always a bad thing. Fresh perspectives can strengthen a sales team, and some level of movement is inevitable. The businesses that perform best don't just focus on retaining great people – they build repeatable sales processes, share knowledge effectively, and maintain accurate records, so success isn't dependent on any one individual.”
Would these insights be of interest to you and your readers? You can view the full report here to learn more.
