AI, Sales Velocity, and Full-Cycle Sales drive performance.

Ebsta has released its 2025 Go-to-Market (GTM) Benchmarks Report, analyzing $48 billion in pipeline data and surveying 2,000 CROs. The report reveals a significant shift toward AI-driven efficiency, the gap between top and bottom performers, and a resurgence of full-cycle sales models.

Key GTM metrics present a mixed picture. Win rates have improved from -18% in 2024 to -10% in 2025, and deal values have increased by 54% year-over-year. However, 78% of sellers missed their quotas in 2025, up from 69% in 2024, indicating ongoing challenges in sales performance.

The performance gap between top and bottom sellers is widening. Top performers now close deals 11 times faster than their lower-performing counterparts, an increase from 8.9x in 2024. This disparity in sales velocity underscores the need for organizations to analyze the behaviors of top sellers and provide coaching and technology to elevate underperformers.

Marketing Technology News: MarTech Interview with Aaron Kechley, CEO @ Zappi

Artificial intelligence (AI) has become essential for sales teams. AI-powered tools assist in prioritizing high-value accounts, automating repetitive tasks, and providing real-time deal insights. Sales teams utilizing AI-driven insights significantly outperform traditional teams.

Guy Rubin, CEO at Ebsta, commented: “To stay ahead in 2025, Chief Revenue Officers (CROs) must leverage AI for smarter sales execution, closing the seller performance gap, and reducing deal slippage. These strategies are essential for driving predictable, scalable growth.”

A notable trend is the return to full-cycle sales models, with 46% of SaaS and tech companies adopting this approach. In a full-cycle model, a single seller manages the entire customer journey, from prospecting and closing to post-sale nurturing. This shift reflects changing buyer behavior and fosters true GTM alignment.

Marketing Technology News: Dynamic Creative Optimization (DCO) in Martech: Personalizing Ads for Every Single Consumer in Real-Time

Full-cycle sales models enhance sales efficiency by minimizing handoffs that can create friction, delays, and miscommunication. By optimizing the sales process, companies can reduce customer acquisition costs and accelerate revenue growth.

The full-cycle approach also drives more expansion revenue. Full-cycle sellers, who remain engaged for the first 12 months after the sale, are uniquely positioned to identify upsell and cross-sell opportunities.

The 2025 GTM Benchmarks Report underscores the importance of adapting to evolving trends. Companies that embrace AI, align their GTM teams, and adopt full-cycle sales models are better positioned to drive predictable, scalable growth.