Gartner Identifies Top Threats Facing Sales Leaders
Destination CRM, Thursday, April 10th, 2025
As the global marketplace evolves at an unprecedented pace, Gartner has identified the top seven commercial threats facing chief sales officers this year. The numerous challenges facing CSOs could significantly impact their strategic priorities and commercial success over the next 12 to 18 months, it says.
'There is increasing pressure on leaders to enhance performance amid macroeconomic fluctuations,' says Dave Egloff, a vice president analyst in the Gartner Sales Practice. 'As boards of directors become more independent, the demand for maximizing gains during economic growth and minimizing losses during contractions intensifies. CSOs must also adapt to demographic shifts as Gen Z and Millennials redefine work styles and preferences, challenging traditional sales approaches.'
In this environment, generative artificial intelligence acts as both an influencer and amplifier for B2B buyers, enhancing their productivity, according to Gartner. However, it also presents a risk that CSOs cannot fully mitigate or control. In fact, Gartner predicts that by 2027, 40 percent of B2B commercial leaders will form generative search teams to manage the emerging risks and opportunities created by genAI for buyer research.