Sales & GTM in 2025: What You Need to Know! Insights from LinkedIn Sales Connect

The recent LinkedIn Sales Connect event in Sydney brought together sales leaders, analysts, and LinkedIn Executives, all ready to share insights into what’s coming for 2025.??

Here’s what you need to know to navigate the evolving sales environment, AI advancements, and shifting leadership demands.?

Trust me, this will be a valuable 5-minute read!??

2025 Market Insights?

?? Industry Verticals to Watch: Sectors like Education, Government, Utilities, and global businesses eyeing expansion into Australia are poised for growth. Stay tuned to these industries for fresh opportunities.?

?? Responsible Financial Growth: The ‘growth at any cost’ era is ending. For 2025, businesses are pivoting towards financially responsible growth strategies—a shift that prioritises stability and sustainability over unchecked expansion.?

?? Cautious Customer Sentiment: Expect a tight labour market and steady growth, but brace for continued cautious spending from customers impacted by rising living costs.??

?? Survival of the Resilient: It’s startling to note that 87% of businesses once listed on the S&P index have disappeared. The message is clear—only those futureproofing their business will stand the test of time. We’re at a technology inflection point with AI that requires us to embrace change.??

Sales Environment Insights?

?? Delays in Closing Deals: 40-60% of deals are delayed or lost.??

?? Seller Performance: A select few sellers are hitting their targets, most are struggling to navigate the volatile market.?

AI Insights?

?? AI Augmentation in Sales: In 2025, sales roles will be a blend of AI and human effort. AI will handle routine tasks, while humans focus on the relationship-centric side of sales.?

?? A Divided Response to AI: Around 50% of professionals are excited about AI, while the other half worry about job loss, with some actively seeking alternative roles.??

?? Low AI Readiness Among Leaders: Surprisingly, only 36% of Australian sales leaders and Senior VPs feel prepared for AI. The disconnect is significant—AI is redefining business, but 70% of leaders are unprepared for its implications.??

?? Efficiency Gains: AI can free up sellers from time-consuming admin tasks, leaving more time for actual selling. With salespeople currently spending only 10 hours a week selling versus 11 on CRM updates and admin, these efficiency gains are sorely needed.?

?? LinkedIn’s AI Advancements: LinkedIn recently unveiled powerful new AI features in Sales Navigator such as LeadIQ, & AccountIQ which are helping sellers with pipeline generation, B2B contact data, actionable buying signals, AI-driven email generation, CRM enrichment and research. If you haven’t looked at Sales Navigator recently, prepare to be impressed! (Shout out to LinkedIn, contact Lachlan Budd: [email protected] – NOT sponsored, just a raving fan of the product as it’s had an impact on my sales and our clients).??

Leadership Insights?

?? The Growth Paradox: Grace Kerrison talked about the “Growth Paradox” that leaders are having to navigate, a balancing act of meeting short-term targets today while preparing for the future.??

?? AI Is Non-Negotiable: Embracing AI isn’t optional anymore. Leaders and individual contributors alike must lean in. As Esther Colwill from Korn Ferry puts it, "We don’t get a choice." Those who adapt will gain a crucial advantage.?

?? Sales Performance: The biggest opportunity is to improve the performance of your middle performers.??

?? Communicating AI’s Purpose: Esther Colwill from Korn Ferry highlighted, one major pitfall for leaders is in framing AI as a productivity tool. When framed poorly, it can stoke fears of job loss, this is causing employees to be job hunting!?

Successful leaders will communicate AI’s role in enhancing human roles rather than replacing them.?

Sales Skills Insights?

?? Essential Traits for Success: Top traits to look for—and develop—in sellers include:?

• Collaboration: Sellers who can work effectively with both team members and clients tend to excel.?

• Courage: The ability to handle rejection and maintain optimism is crucial.?

• Learning Agility: Those who can adapt quickly will thrive as AI and tech reshape the landscape.?

?? Relationship Skills on the Rise: Despite the digital shift, sales remains a profoundly human-centric profession. Demand for relationship skills has increased eightyfold, highlighting the importance of human connection in building trust and closing deals.?

?? The Role of Influencers: The rise of influencer in sales is evident. Sales professionals who establish credibility and a following will have an edge, as trust and personal brand become invaluable assets in 2025.?

?? Real-Time Coaching: AI-driven live coaching bots are making in-the-moment feedback possible, enabling continuous improvement and more effective sales interactions.?

Wrapping it up:??

There is no debate, the sales landscape is changing rapidly. Embracing AI, fostering relationship skills, and focusing on responsible growth will be essential for navigating the road ahead.??

If you want to dive deeper into the Australian outlook and data, check out the Australian Sales Leader Compass Report by LinkedIn here .

P.S. Want to talk about your sales transformation? Don’t be shy, let’s chat !