Reviewing the State of Sales in 2025
Tune in. Tune up. Sell smarter.
In 2025, sales leadership is at a crossroads. The latest “Sales Frequency” episode, featuring hosts Jesus Llamazares and Will Squire, tackled the findings from the new State of Sales Report 2025 — and what it reveals is both familiar and urgent. From short-term pressure and talent churn to the underutilisation of AI, the landscape for sales leaders is shifting fast. What’s needed? A mindset reset and a renewed focus on leadership development from within.
The Leadership Balancing Act: Short-Term Targets vs. Long-Term Vision
Too often, sales leaders are caught in a tug-of-war between quarterly quotas and strategic sustainability. Jesús and Will pointed to a stark tension outlined in the report: sales professionals feel pressured to hit numbers now, without clarity on where the business is really headed. This disconnect doesn’t just affect results — it creates anxiety, mistrust, and misalignment within teams.
As Jesus noted, this isn’t always a problem of conflicting goals — it’s a failure of communication. When front-line teams don’t understand the long-term vision, they default to short-term survival tactics. Effective leaders must not only balance these priorities but translate strategic direction into meaningful daily behaviours. As Will said, “Leadership is about giving your team a North Star — and showing them how to get there.”
The Talent Retention Crisis: Why Sales Leaders Must Rebuild from Within
The episode highlighted a sobering stat from the report: retention and recruitment of sales leadership talent is now a top concern. With average tenure hovering around two years, sales professionals are cycling through roles faster than leadership frameworks can keep up.
Jesus unpacked the cultural implications: if salespeople don’t see a path to grow, they’ll leave — even if they’re successful. Money alone isn’t enough. What matters are career progression, meaningful recognition, and leadership that invests in the whole person. This is where Consalia’s values-led mindsets — authenticity, client-centricity, tactful audacity, proactive creativity — become tools for culture-building, not just performance.
Leadership isn’t just about leading the business. It’s about cultivating the conditions where people want to stay, grow, and contribute long-term.
The AI Adoption Gap: Mindsets Before Metrics
While 99% of C-level leaders rate AI as a top-three priority, only a third of sales teams are using AI-specific tools. The problem? Tech without trust. Will and Jesus explained that salespeople won’t adopt what they don’t understand, don’t need, or don’t see working for them.
Mindset, again, is the lever. Leaders must role model adoption, tie AI use to real-world wins, and foster a culture of experimentation rather than compliance. Jesus pointed out that early adopters aren’t just building competitive advantage — they’re learning faster and adapting quicker. Sales transformation isn’t just about tools. It’s about behaviour change, reinforced by leadership.
Conclusion: Leadership is the New Sales Strategy
If sales is to transform, leadership must be the driver. The episode concluded with a challenge to organisations: stop waiting for top talent to arrive — start building it internally. Prioritise coaching. Champion curiosity. Create cultures where performance follows purpose.
As Jesus reminded us, “You don’t download transformation. You lead it. You live it.”
See you in September!
Sales Frequency is taking the summer off to let Jesus and Will get some well-deserved rest! We'll be back soon, so join us in September to tune in, tune up, and sell smarter.