Sales Enablement Statistics 2026: 60+ Stats With Sources

The sales enablement statistics most people still quote date from 2016 to 2019, and several of the best known, including the 440 hours a year reps supposedly spend hunting for content, cannot be traced to an original study. This page replaces our 2019 list of 16 stats with 66 third-party statistics, most published between 2023 and 2026, each linked to the organization that produced it. Older canonical studies are kept where nothing newer replaces them and are labeled by year. Everything we could not verify at the source was cut, and so was every figure published by a sales enablement vendor.

It also adds six first-party numbers from SoloFire's 2026 Sales Content Engagement Report, drawn from 26,966 links shared through SoloFire by field sales teams in the twelve months to September 2026. Surveys ask people what they think happens after a send. Platform data shows what happened.

First-party data: what happens after a rep shares content

These six figures come from SoloFire platform data covering October 2025 to September 2026: 59,546 library items, 26,966 shared links and the buyer opens, views and downloads recorded against them. They measure behavior, not opinion, which is why they lead this page. The method is described in the report.

1. 4.7 minutes is the median time from a rep sharing content to the buyer's first open, and 90% of first opens happen within 24 hours. Source: SoloFire, 2026 Sales Content Engagement Report
2. 62% of shared links were opened, and half of those were opened more than once. Source: SoloFire, 2026 Sales Content Engagement Report
3. 49.6% of opened links led to at least one file download. Source: SoloFire, 2026 Sales Content Engagement Report
4. 7.2% of library items are video, yet video draws 28.8% of buyer views. Source: SoloFire, 2026 Sales Content Engagement Report
5. 39% of sends in the past twelve months went through the rep's own email client, up from 23% across all prior years. Source: SoloFire, 2026 Sales Content Engagement Report
6. 12.9% of library items were shared with a buyer in twelve months, and the top 10% of viewed items drew 67.7% of all views. Source: SoloFire, 2026 Sales Content Engagement Report

How much sales content goes unused

7. 65% of business and technology professionals report that customer content remains unused because of findability, relevance and quality issues. Source: Forrester, 2023
8. 77% of sellers say they struggle to complete their assigned tasks efficiently, despite investment in sales enablement. Source: Gartner, 2023
9. 82% of sales leaders say enablement content or its delivery must significantly change for their organization to meet revenue goals within five years. Source: Gartner, 2023
10. 62% of organizations report that reps need to look in six or more locations to find sales assets. Source: Forrester (SiriusDecisions data), 2017
11. 47% of organizations report that reps spend 20 or more hours a month searching for, editing, creating or managing content. Source: Forrester (SiriusDecisions data), 2017
12. 65% of B2B content goes unused, and lack of findability is one of the biggest reasons. Source: SiriusDecisions (now Forrester), 2016 (archived copy)
13. 60% to 70% of content produced by B2B marketing organizations goes unused, sitting on sales portals and website shelves. Source: SiriusDecisions (now Forrester), 2013 (archived copy)
14. 2.3 hours a week is what sales professionals spend searching for marketing collateral, plus 6.4 hours a week creating presentations, about a third of their potential selling time. Source: IDC, 2008 (via insurance-canada.ca) directional

Most sales content never reaches a buyer, and the finding has held for more than a decade. SiriusDecisions put unused content at 60% to 70% in 2013, Forrester measured 65% in 2023, and 62% of organizations say reps search six or more locations to find an asset. Our own platform data points the same way: 87% of library items went unshared in the twelve months to September 2026, and the top 10% of viewed items drew 67.7% of views. The fix is not more content. It is a smaller, governed library with version control for sales content, so the items reps do send are current and approved.

How B2B buyers research and decide

15. 67% of B2B buyers say they prefer a rep-free buying experience. Source: Gartner, 2026
16. 61% of B2B buyers preferred a rep-free buying experience a year earlier, so the preference is rising rather than leveling off. Source: Gartner, 2025
17. 70% of B2B buyers prefer a completely digital, self-service buying environment. Source: Gartner, 2026 (via cxtoday.com)
18. 61% of the B2B buying journey is complete before buyers make first contact with a seller, down from 69% in 2024. Source: 6sense, 2025
19. 77% of B2B buyers said their first vendor conversation was with the vendor that ultimately won the deal. Source: 6sense, 2025
20. 95% of the time, B2B buyers choose a vendor that was already on their day-one shortlist. Source: 6sense, 2025
21. 78% of B2B technology buyers selected a product they had already heard of before starting their research. Source: TrustRadius with Pavilion, 2024
22. 54% of B2B buyers say they are overwhelmed by the amount of content available to them. Source: Demand Gen Report, 2023
23. 17% of B2B buyers' total purchase time is spent meeting with potential suppliers, versus 45% spent researching independently. Source: Gartner (CEB), 2019 (via destinationcrm.com)

Buyers decide earlier than reps think, and the content they meet before the first call shapes the shortlist. Two-thirds now prefer a rep-free experience, the first vendor they talk to wins 77% of the time, and 95% of purchases go to a vendor already on the day-one shortlist. The rep's remaining leverage is the content they share and the speed of follow-up. Sending that content as a tracked link instead of an attachment tells you which buyer opened what, and when, so the few rep-facing minutes go where the buyer already is.

Where selling time goes

24. 40% of a sales rep's average workweek is spent selling; the other 60% goes to non-selling work such as manual data entry, planning, training and creating quotes. Source: Salesforce, 2026
25. 30% of reps' time was spent selling during an average week in 2024, virtually unchanged from 28% in the 2022 survey. Source: Salesforce, 2024 (via elements.visualcapitalist.com)
26. 2.4 times more likely to achieve strong commercial growth: sales organizations that collaborate on enablement content with marketing and service, versus those that do not. Source: Gartner, 2026
27. 78% of sellers missed their quotas in 2025, up from 69% in 2024. Source: Ebsta and Pavilion, 2025
28. 84% of sales reps missed quota in the prior year, and 67% did not expect to meet quota in the current one. Source: Salesforce, 2024 (via elements.visualcapitalist.com)
29. 76% of sales reps say their enablement prepares them to make quota. Source: Salesforce, 2024 (via elements.visualcapitalist.com)
30. 89% of B2B sellers report feeling burned out, with a high burden of non-value-added administrative tasks named as a key source of seller drag. Source: Gartner, 2022
31. 1.7 times higher mean quota attainment is reported by sellers with low drag than by sellers with high drag. Source: Gartner, 2022

Reps sell for less than half the week, and the shortfall shows up in quota. Salesforce's 2026 survey puts selling at 40% of the week, up from 30% in 2024 but still a minority of the rep's time. Meanwhile 78% of sellers missed quota in 2025, and Gartner links high administrative drag to a 1.7 times gap in attainment. Content search, manual CRM entry and ad hoc preparation are the recoverable part of that time. Onboarding is the other lever: training that lives in the same app as the content cuts the weeks a new rep spends learning where things are.

Video is the format buyers choose

32. 91% of businesses use video as a marketing tool. Source: Wyzowl, 2026
33. 85% of people say they have been convinced to buy a product or service by watching a video. Source: Wyzowl, 2026
34. 63% of people say they would most like to learn about a product or service by watching a short video, versus 12% for text articles, 5% for sales calls and 4% for webinars. Source: Wyzowl, 2026
35. 93% of video marketers say video has helped increase user understanding of their product or service, 85% say it has helped generate leads and 83% say it has directly increased sales. Source: Wyzowl, 2026
36. 65% of viewers watch to the end of videos under one minute long, compared with 20% for videos over 20 minutes. Source: Vidyard, 2025
37. 43% of businesses now produce at least one marketing video every week. Source: Wistia, 2025 (via chiefmarketer.com)
38. 67% of B2B buyers rank short-form content as the most valuable format in their decision-making process, followed by webinars and digital events at 65%. Source: Demand Gen Report, 2024
39. 38% of B2B buyers say interactive content is a draw in their research, down from 49% in 2023. Source: Demand Gen Report, 2024
40. 58% of B2B marketers say video produced the best results for them in the past 12 months, making it the top-performing content type. Source: Content Marketing Institute / MarketingProfs, 2024

Buyers prefer short video, and the preference is measurable in behavior, not just surveys. Wyzowl finds 63% of people would rather learn about a product from a short video than from any other format, Vidyard shows 65% completion for videos under a minute, and Demand Gen Report ranks short-form content first among B2B buyers. SoloFire's data matches: video is 7.2% of library items and 28.8% of buyer views, with an average view of 161 seconds against 95 for a PDF. The most-viewed items in that dataset were clinical demonstration videos, not brochures.

Relevance and response time

41. 73% of B2B buyers actively avoid suppliers who send irrelevant outreach. Source: Gartner, 2025
42. 63.5% of B2B SaaS companies never responded to an inbound demo request, and those that did took 1 day, 5 hours and 17 minutes on average. Source: RevenueHero, 2024
43. 24% of companies took more than 24 hours to respond to a web lead, and 23% never responded at all. Source: Harvard Business Review, 2011 (via smartcompany.com.au)
44. 42 hours was the average lead response time among companies that responded within 30 days, yet firms that responded within an hour were nearly 7 times more likely to qualify the lead. Source: Harvard Business Review, 2011 (via smartcompany.com.au)
45. 100 times more likely to make contact with a lead when responding within 5 minutes rather than 30 minutes. Source: InsideSales.com / MIT, 2007
46. 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this does not happen. Source: McKinsey & Company, 2021 (via mediapost.com)
47. 40% more of their revenue comes from personalization at fast-growing companies compared with slower-growing peers. Source: McKinsey & Company, 2021 (via mediapost.com)
48. 75% of B2B buyers and C-suite leaders say a piece of thought leadership led them to research a product or service they were not previously considering. Source: Edelman and LinkedIn, 2024
49. 73% of B2B buyers consider thought leadership a more trustworthy basis for judging a company's competencies than traditional marketing materials. Source: Edelman and LinkedIn, 2024

Speed and relevance decide whether a buyer engages at all. Gartner finds 73% of B2B buyers avoid suppliers who send irrelevant outreach, and the response-time studies from HBR and MIT show contact and qualification odds collapsing after the first hour. SoloFire's first-party data adds the other half of the picture: when a buyer does open shared content, the median wait is 4.7 minutes and 90% of first opens land within 24 hours. The follow-up window is the same day, not the following week.

What content costs and what budgets are doing

50. 50% is how much Gartner expects sales enablement budgets to increase within five years, by 2027. Source: Gartner, 2023
51. 15.3% of marketing budgets is what CMOs allocate to AI initiatives in 2026, while marketing budgets edge up only to 7.8% of company revenue. Source: Gartner, 2026
52. 7.7% of company revenue is where marketing budgets sat in 2025, and 59% of CMOs say they have insufficient budget to execute their strategy. Source: Gartner, 2025
53. $1.2 million a year is what B2B marketing teams spend on content on average, and 46% report producing three to five times more content than in 2024 while 75% received budget increases of only 1% to 10%. Source: 10Fold Communications, 2025 (via demandgenreport.com)
54. 56% of B2B marketers say difficulty attributing ROI to content efforts is a top measurement challenge, and only 51% agree their organization measures content performance effectively. Source: Content Marketing Institute / MarketingProfs, 2024
55. 97% of B2B marketers say they have a content strategy, and 45% name AI-powered marketing tools as a top 2026 investment area, versus 24% for content personalization. Source: Content Marketing Institute / MarketingProfs, 2025
56. 85% of B2B marketers fail to connect content activity to business value. Source: Forrester Research, 2014 (via demandgenreport.com)

Content volume is rising faster than the budget behind it, and measurement has not kept up. B2B marketing teams spend $1.2 million a year on content, 46% are producing three to five times more than a year earlier, and 75% got budget increases of 1% to 10%. Only 51% of marketers say they measure content performance effectively. Gartner still expects enablement budgets to rise 50% by 2027, which makes the question for 2026 which content earns that money. Share-level engagement data answers it per asset.

AI adoption versus AI results

57. 87% of sales organizations currently use some form of AI. Source: Salesforce, 2026
58. 54% of sellers have used AI agents, and nearly 9 in 10 plan to by 2027. Source: Salesforce, 2026
59. 45% of B2B buyers used AI during a recent purchase. Source: Gartner, 2026
60. 4.8 hours a week is what AI tools save the average seller, yet 72% of sales organizations report low reinvestment of that time into high-value selling. Source: Gartner, 2026
61. 40% faster sales stage velocity by 2029 is Gartner's prediction for sales organizations with AI-driven enablement functions, compared with those using traditional enablement approaches. Source: Gartner, 2026
62. 83% of sales teams using AI saw revenue growth in the past year, versus 66% of teams without AI. Source: Salesforce, 2024 (via elements.visualcapitalist.com)
63. 58% of sellers, on average, will need to be reskilled or upskilled by 2026 because of AI, according to chief sales officers. Source: Gartner, 2025
64. 29% higher revenue growth is reported by organizations whose teams use AI, which 48% of revenue leaders say theirs currently do. Source: Gong, 2025
65. 21% of commercial leaders say their company has fully enabled enterprise-wide adoption of generative AI in B2B buying and selling. Source: McKinsey & Company, 2024 (via getcoai.com) directional

AI adoption is nearly universal and AI results are not. 87% of sales organizations use some form of AI and tools save sellers 4.8 hours a week, yet 72% of organizations do not reinvest that time in selling, and only 21% of commercial leaders say generative AI is fully adopted across the enterprise. The organizations seeing a 29% revenue-growth edge are the ones that changed the work, not just the tooling. Practice is one place AI changes the work directly: AI sales coaching lets a rep rehearse the objection before the call rather than after it.

Medical device and life sciences: access, channels and content

66. 50% of physicians and 80% of healthcare administrators say they prefer all or mostly virtual engagement with medtech sales reps, up from 20% and 33% before the pandemic. Source: Bain & Company, 2023
67. 81% of physicians and 89% of procurement professionals prefer to use more than one channel when engaging with medtech companies. Source: McKinsey & Company, 2022
68. 22% of physicians prefer video interactions with medtech reps, up from 4% before the pandemic, while preference for in-person rep meetings fell from 76% to 58%. Source: McKinsey & Company, 2022
69. 40% of HCPs' channel preferences for engaging with life-sciences companies are for individual face-to-face interactions, across 33,000+ HCPs in 38 countries. Source: IQVIA, 2025
70. 15% is the new peak for email in HCPs' channel preferences, and alignment between the channels HCPs prefer and the ones they actually get is only 43% in the UK and Germany. Source: IQVIA, 2025
71. 84% of medical device sales reps spend 3+ hours a week on activities that do not drive revenue. Source: AcuityMD and MedTech Dive, 2026 directional
72. 3 times more likely to hit quota: medical device reps who use AI, versus those who do not, yet only 11% use AI to find insights they could not find on their own. Source: AcuityMD and MedTech Dive, 2026 directional

Clinician preferences have moved to digital and multichannel, so each in-person meeting has to carry more. Half of physicians and 80% of healthcare administrators now prefer mostly virtual engagement with medtech reps, physician preference for video with reps rose from 4% to 22%, and 84% of device reps still spend three or more hours a week on work that does not drive revenue. Face-to-face is still the single largest HCP preference at 40%, which makes the content shared in those fewer meetings matter more. For medical device sales enablement, the practical priorities are offline access in hospitals, approved and current clinical assets, and a record of what each buyer actually opened.

How to read these numbers

Three caveats. Figures from 2022 or earlier are kept only where they are the canonical original and nothing newer replaces them; treat their precise percentages as benchmarks rather than current measurements. Stats marked directional come from a republication, a small sample or a vendor-sponsored survey, so quote the direction rather than the decimal. And most of this research covers B2B sales broadly; the medtech and life science section, and our first-party data, are the parts that describe hospital and clinic selling specifically.

If you are building the case internally, start with what sales enablement is and the benefits of sales enablement, then put the categories head-to-head on the comparison hub. When you need to turn these benchmarks into numbers finance will accept, read our guide to how to measure sales enablement. SoloFire's approach: content, branded Spaces, SCORM training and AI coaching in one app your field team will actually use, at $30 per user per month with everything included.

Frequently asked questions

What percentage of sales content goes unused?

Between 60% and 70%, depending on the study. SiriusDecisions put it at 60% to 70% in 2013, and Forrester found 65% of content unused because of findability, relevance and quality issues in 2023, with 62% of organizations reporting that reps search six or more locations to find an asset. SoloFire's own platform data found that 87% of library items were not shared with a buyer in the twelve months to September 2026.

How quickly do buyers open content a sales rep shares?

Fast, when they open it at all. In SoloFire's 2026 Sales Content Engagement Report, the median time from a rep sharing content to the buyer's first open was 4.7 minutes, and 90% of first opens happened within 24 hours. 62% of shared links were opened, half of those more than once, and 49.6% of opened links led to a file download.

How much of a sales rep's time is actually spent selling?

About 40%. Salesforce's 2026 State of Sales survey of 4,050 sales professionals found reps spend 40% of the average workweek selling and 60% on non-selling work such as data entry, planning, training and quotes. That is up from 30% in Salesforce's 2024 survey, which was itself virtually unchanged from 28% in 2022.

Do B2B buyers still want to talk to sales reps?

Less than before. Gartner's 2026 survey found 67% of B2B buyers prefer a rep-free buying experience, up from 61% in 2025, and buyers spend only 17% of their purchase time meeting with potential suppliers. But the rep still matters at the decision: 6sense found the first vendor a buyer talks to wins the deal 77% of the time.

Is AI improving sales results yet?

Adoption is high and results are mixed. Salesforce reports 87% of sales organizations use some form of AI, and Gartner finds AI tools save sellers 4.8 hours a week, but 72% of sales organizations report low reinvestment of that time into high-value selling. Gong found organizations whose teams use AI report 29% higher revenue growth than peers that do not.

Sources

1. SoloFire (2026). After the Send: The 2026 Sales Content Engagement Report. https://solofire.com/research/sales-content-engagement-report/
2. Forrester (2023). Don't Waste Time: Tackle The Root Causes Of Content Findability, Relevance, And Quality Issues (drawing on Forrester's 2022 State Of B2B Content Survey). https://www.forrester.com/report/dont-waste-time-tackle-the-root-causes-of-content-findability-relevance-and-quality-issues/RES178781
3. Gartner (2023). Gartner Survey Finds 77% of Sellers Struggle to Complete Their Assigned Tasks Efficiently (survey of 501 sellers, March-April 2023). https://www.gartner.com/en/newsroom/press-releases/2023-11-02-gartner-survey-finds-77-percent-of-sellers-struggle-to-complete-their-assigned-tasks-efficiently
4. Forrester (SiriusDecisions Command Center data) (2017). Four Sales Enablement Facts That Will Make You Nervous About Taking Too Much Summer Vacation - Part II (Peter Ostrow). https://www.forrester.com/blogs/four-sales-enablement-facts-that-will-make-you-nervous-about-taking-too-much-summer-vacation-part-ii/
5. SiriusDecisions (now Forrester) (2016). Forrester/SiriusDecisions blog 'B2B Content Is a Pain in the Asset Management' by Christine Polewarczyk, Nov 9 2016. https://web.archive.org/web/20241210204031/https://www.forrester.com/blogs/b-to-b-content-is-a-pain-in-the-asset-management/
6. SiriusDecisions (now Forrester) (2013). SiriusDecisions Summit 2013 keynote finding, restated in SiriusDecisions blog 'It's Not Content - It's a Lack of Buyer Insights That's the Problem' by Marisa Kopec, Jan 29 2014. https://web.archive.org/web/20201020063955/https://go.forrester.com/blogs/its-not-content--its-a-lack-of-buyer-insights-thats-the-problem/
7. IDC (Sales Advisory Practice, Lee Levitt) (2008). IDC Sales Enablement research presented at SAVO Executive Summit, 13 Nov 2008. https://insurance-canada.ca/market/canada/2008/IDC-Poor-Sales-Enablement-811.php
8. Gartner (2026). Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience (press release, March 9, 2026; survey of 646 B2B buyers, Aug-Sep 2025). https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience
9. Gartner (2025). Gartner Sales Survey Finds 61% of B2B Buyers Prefer a Rep-Free Buying Experience (press release, June 25, 2025; survey of 632 B2B buyers, Aug-Sep 2024). https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-sales-survey-finds-61-percent-of-b2b-buyers-prefer-a-rep-free-buying-experience
10. Gartner (2026). Gartner survey of 645 B2B buyers (May 2026), as reported by CX Today. https://cxtoday.com/ai-sales-technology-workflows-buyer-journey-trends
11. 6sense (2025). 2025 B2B Buyer Experience Report (global study of nearly 4,000 B2B buyers). https://6sense.com/report/buyer-experience/
12. TrustRadius with Pavilion (2024). 2024 B2B Buying Disconnect: The Year of the Brand Crisis (survey of 2,164 technology buyers and 243 vendors, March-April 2024). https://solutions.trustradius.com/2024-b2b-disconnect-media-kit/
13. Demand Gen Report (2023). 2023 Content Preferences Survey Report: Personalized, Data-Backed Content Enables B2B Teams To Fast-Track Buyer Enablement. https://www.demandgenreport.com/resources/2023-content-preferences-survey-report-personalized-data-backed-content-enables-b2b-teams-to-fast-track-buyer-enablement-speed-up-path-to-purchase/7815/
14. Gartner (CEB) (2019). The New B2B Buying Journey research (canonical original), reported in DestinationCRM 'Buyer Enablement Is the Key to B2B Sales' (Oct 1, 2018). https://www.destinationcrm.com/Articles/CRM-Insights/Insight/Buyer-Enablement-Is-the-Key-to-B2B-Sales-127790.aspx
15. Salesforce (2026). State of Sales, 7th edition. https://www.salesforce.com/news/stories/state-of-sales-report-announcement-2026/
16. Salesforce (2024). State of Sales, 6th edition. https://elements.visualcapitalist.com/wp-content/uploads/2024/09/state-of-sales-sixth-edition.pdf
17. Gartner (2026). Gartner Predicts AI-Driven Sales Enablement Will Deliver 40% Faster Sales Stage Velocity Than Traditional Enablement Methods by 2029. https://www.gartner.com/en/newsroom/press-releases/2026-04-01-gartner-predicts-ai-driven-sales-enablement-will-deliver-40-percent-faster-sales-stage-velocity-than-traditional-enablement-methods-by-20291
18. Ebsta and Pavilion (2025). 2025 GTM Benchmarks Report. https://www.ebsta.com/news-updates/ebsta-unveils-2025-gtm-benchmarks-report/
19. Gartner (2022). Gartner Sales Survey Finds Nearly 90% of Sellers Experience Burnout (seller drive/drag survey). https://www.gartner.com/en/newsroom/press-releases/2022-08-30-gartner-sales-survey-finds-nearly-90-percent-of-selle
20. Wyzowl (2026). Video Marketing Statistics 2026 (State of Video Marketing, 12th edition; 266 respondents surveyed late 2025). https://wyzowl.com/video-marketing-statistics/
21. Vidyard (2025). Video in Business Benchmark Report, 2024/2025 edition. https://www.vidyard.com/business-video-benchmarks/
22. Wistia (2025). 2025 State of Video Report (14 million videos, 100,000 businesses, 1,300 professionals surveyed). https://chiefmarketer.com/wistia-state-of-video-report-engagement-down-content-under-promoted
23. Demand Gen Report (2024). 2024 Content Preferences Benchmark Survey. https://www.demandgenreport.com/resources/navigating-the-attention-economy-via-snack-able-shareable-content/47367/
24. Content Marketing Institute / MarketingProfs (2024). B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 (980 B2B respondents). https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research-2025
25. RevenueHero (2024). Report: Lead Response Times Based On 1000 B2B Websites. https://www.revenuehero.io/resources/lead-response-times-report
26. Harvard Business Review (Oldroyd, McElheran, Elkington) (2011). The Short Life of Online Sales Leads, HBR March 2011 (canonical original; audit of 2,241 US companies). https://www.smartcompany.com.au/?p=20719
27. InsideSales.com / MIT (Prof. James Oldroyd) (2007). Lead Response Management Study (canonical original, 2007). https://www.leadresponsemanagement.org/lrm_study
28. McKinsey & Company (2021). Next in Personalization 2021 report: 'The value of getting personalization right-or wrong-is multiplying' (Nov 2021). https://www.mediapost.com/publications/article/368721
29. Edelman and LinkedIn (2024). 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report (sixth annual; ~3,500 B2B decision-makers across seven countries, surveyed Dec 2023). https://www.edelman.com/insights/thought-leadership-gets-b2b-buyers-back-into-game
30. Gartner (2023). Gartner Expects Sales Enablement Budgets to Increase by 50% by 2027 (press release, Feb 15 2023). https://www.gartner.com/en/newsroom/press-releases/2023-02-15-gartner-expects-sales-enablement-budgets-to-increase-by-50-percent-by-2027
31. Gartner (2026). Gartner 2026 CMO Spend Survey (401 CMOs and marketing leaders, Jan-Mar 2026) press release May 11 2026. https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities
32. Gartner (2025). Gartner 2025 CMO Spend Survey (402 CMOs and marketing leaders, Feb-Mar 2025) press release May 12 2025. https://www.gartner.com/en/newsroom/press-releases/2025-05-12-gartner-2025-cmo-spend-survey-reveals-marketing-budgets-have-flatlined-at-seven-percent-of-overall-company-revenue
33. 10Fold Communications (research by Sapio Research) (2025). AI-First, Buyer-Ready: the New Era of B2B Content Marketing (400 senior marketing executives, North America and Europe), released Aug 5 2025. https://www.demandgenreport.com/industry-news/news-brief/while-b2b-content-volume-grows-budgets-barely-budge-as-ai-adoption-rises/50164/
34. Content Marketing Institute / MarketingProfs (2025). B2B Content and Marketing Trends: Insights for 2026 (1,015 B2B marketers, surveyed June 24-Aug 14 2025). https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research
35. Forrester Research (with Business Marketing Association and Online Marketing Institute) (2014). Compare Your B2B Content Marketing Maturity (Laura Ramos), reported by Demand Gen Report July 21 2014. https://www.demandgenreport.com/industry-news/study-85-fail-to-connect-their-content-to-business-value/22519/
36. Gartner (2026). Gartner Survey Finds AI Saves Sellers Nearly 5 Hours Per Week, Yet 72% of Sales Organizations Fail to Reinvest Time in High-Value Activities. https://www.gartner.com/en/newsroom/press-releases/2026-05-19-gartner-survey-finds-ai-saves-sellers-nearly-five-hours-per-week-yet-seventy-two-percent-of-sales-organizations-fail-to-reinvest-time-in-high-value-activities
37. Gartner (2025). Gartner Survey Reveals Less Than Half of CSOs Report Their Organization Met Several 2024 Strategic Goals. https://www.gartner.com/en/newsroom/press-releases/2025-05-21-gartner-survey-reveals-less-than-half-of-csos-report-their-organization-met-several-2024-strategic-goals
38. Gong (2025). The State of Revenue Growth 2025. https://www.gong.io/press/revenue-organizations-using-ai-in-2024-reported-29-percent-higher-sales-growth-than-their-peers-according-to-new-report-from-gong
39. McKinsey & Company (2024). An unconstrained future: How generative AI could reshape B2B sales. https://getcoai.com/news/mckinsey-how-generative-ai-will-reshape-b2b-sales
40. Bain & Company (2023). Medtech companies must evolve as procedure volumes continue to shift to ambulatory care settings (press release, 25 May 2023). https://www.bain.com/about/media-center/press-releases/2023/medtech-companies-must-evolve-as-procedure-volumes-continue-to-shift-to-ambulatory-care-settings-over-next-five-years
41. McKinsey & Company (2022). The future of medtech sales is hybrid (August 2021 survey; article 30 Sept 2022). https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-future-of-medtech-sales-is-hybrid
42. IQVIA (2025). From Preference to Practice: 2025 ChannelDynamics Channel Preference Survey (17 Nov 2025). https://www.iqvia.com/locations/emea/blogs/2025/11/from-preference-to-practice
43. AcuityMD and MedTech Dive (2026). AI Adoption in MedTech Sales: 2026 Industry Benchmarks & Trends (survey of 150 device reps). https://www.acuitymd.com/resources/reports/ai-adoption-in-medtech-sales-2026-industry-benchmarks-and-trends