Industry Report · 2025

100,000 sales rooms. One playbook for winning B2B deals.

We analysed buyer behaviour across 100,000 sales rooms and 1,000 companies to uncover what actually moves deals forward — not what reps remember or CRM pretends.

Eight data-backed insights

What genuinely predicts deal momentum — measured, not guessed.

Tactics you can action this week

A clear how-to for every play, straight from the data.

Benchmarks from real deals

Win-rate data from how buyers actually buy.

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100,000
sales rooms analysed
1,000
companies in the dataset
8
data-backed insights
2×
win rate with a Mutual
Action Plan
What's inside

Eight plays, fully evidenced

Every chapter pairs the data with exactly how to action it inside your next deal.
01
Multi-thread before the deal gets fragile
02
Turn next steps into shared ownership
03
Bring blockers in before they become blockers
04
Personalisation drives win rates up 56%
05
Decision-enabling content moves deals
06
Timing matters as much as content
07
Revisits are true intent signals
08
Measure action, not just views

Stop guessing what wins deals.

Get the data-backed playbook from 100,000 sales rooms — free, straight to your inbox.