Join the conversation
The Institute of Sales Professionals (ISP) is delighted to support Warwick Business School (WBS) Sales Excellence Hub in launching the 2025 State of Sales Survey, the UK’s annual barometer of the sales profession.
Since its inception in 2024, the State of Sales Study has engaged sales leaders, practitioners and stakeholders across industries to produce evidence-based insights into the challenges, trends and opportunities shaping the practice of selling.
Why this matters
The State of Sales Study is more than a survey, it bridges academic research and real-world sales practice. It tracks key themes such as:
- Professional development and career pathways in sales
- Incentive structures and compensation models
- The role and impact of artificial intelligence in sales functions
By participating, you help sharpen the national conversation about the state and future of sales in the UK.
Take the survey now:
2025 State of Sales Survey
What’s in it for you
- Early access to the full 2025 report
- Benchmarking insights to compare your organisation or role against peers
- The ability to influence the research agenda and future direction of sales scholarship
- Credibility and visibility in contributing to a national study
Who is invited & how to take part
We invite sales professionals at all levels: leaders, individual contributors, managers, and practitioners to contribute. Participation is open to both ISP members and non-members.
The survey is designed to be quick and user friendly, while capturing high-value insights that span sectors and roles.
From 2024 to 2025: building momentum
In the inaugural 2024 edition, respondents flagged a number of critical issues:
- Gaps in structured professional development and career pathways
- Difficulties around sales talent acquisition and retention
- Emerging yet cautious use of AI in sales processes
Receive early access to the full 2025 report by taking part in the survey now!