Mood of the Sales Leader survey opens

Indicator Sales Consultancy’s ‘Mood of the Sales Leader’ survey is back for its eighth year, offering valuable insight into how sales leaders across New Zealand and Australia are feeling about the economic and business outlook for 2025.

This annual survey, considered the most definitive report into the New Zealand sales landscape, will once again gather input from over 500 sales leaders, spanning industries such as technology, tourism, manufacturing, professional services, and wholesale trade. A suite of partners is bringing this to market alongside Indicator, a sales consultancy that works to lift sales capability and revenue for businesses.

Last year marked the first inclusion of Australian sales leaders and this focus continues. Says Indicator’s Mike Stokes, “It’s important to understand the nuances between Australia and New Zealand – and provide a broader understanding of how the two economies impact sales leadership”

He says the 2025 survey comes at a pivotal time. “The past 12 months have been turbulent for many businesses. There’s been a noticeable shift in market conditions, with companies navigating inflationary pressures and a more competitive landscape. There’s been talk of increased optimism lately, and we’re interested to see if this is evident in the Mood of the Sales Leader results”.

The ‘Mood of the Sales Leader’ survey will look at the key factors driving or hindering growth, including sales technology adoption, the role of AI, team performance and economic challenges. “Sales leaders are on the frontlines of business and their insights will provide a real-time barometer of business sentiment and expectations for the year ahead,” adds Stokes.

Key Findings from 2024
Last year’s report revealed several important trends that will be tracked in the 2025 survey:

●      Cautious Optimism: Despite predictions of a sluggish economy, 86% of sales leaders in 2024 anticipated business growth, even while acknowledging the challenges posed by reduced client budgets and heightened competition. The 2025 survey will assess whether these expectations were met.

●      Pessimism Declined: Pessimism dropped significantly from 9% in 2023 to just 4% in 2024, a positive shift that the upcoming report will seek to track.

●      Investment in Sales Technology: In 2024, 61% of companies increased their investment in sales technology, up from 49% the previous year.

●      AI in Sales: Although AI has not yet made the impact many anticipated, with 78% of salespeople reporting they weren’t using AI tools in the last survey, 70% of sales leaders said they believe AI will significantly transform the sales process in the near future. This year’s survey will explore the progression of AI adoption.

●      Key Challenges: Inflationary pressures, longer sales cycles and reduced client budgets were among the top challenges cited by sales leaders. The 2025 survey will examine how these issues have evolved and whether sales teams have found strategies to overcome them.

Sales leaders participating in the survey are typically responsible for over $ 10 million in annual revenue, offering a comprehensive perspective across a wide range of industries. These insights will provide valuable guidance to businesses as they plan for the year ahead.

Partners supporting the 2025 ‘Mood of the Sales Leader’ report include BNZ, Hunter Campbell, Insights Exchange, Mint Design (NZ), Customerit Insights Exchange, MyHR and Trinity.

Sindy Ward from Hunter Campbell has supported Mood of the Sales Leader since its inception and highlights that “it is a crucial tool for Sales Leaders and Salespeople to use as they prepare for the next 12 months ahead.”

The final report will be released on January 30th, 2025, providing actionable insights for business leaders, investors, and the broader sales community.  Take part in Mood of the Sales Leader here: https://www.indicator.co.nz/mood-of-the-sales-leader-report-2025.

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