FOTP B2B Commercial & Sales Pulse – Nearly 200 Respondents Working in Commercial, Sales, Business Development or Account Management Functions Provided Their Feedback!

What has been measured:

  • Business Performance over the last 12 months

  • Expected Business Performance over the next 12 months

  • Strength of trading relationships with B2B customers

  • Current sales pipeline

  • Strategic and Tactical priorities for the B2B Commercial & Sales Professionals

  • Rich insights from the open text comments to illustrate specific challenges that B2B Commercial & Sales Professionals are facing 

Key take-outs:

With Covid-19 continuing to impact the way the business is done, Commercial/Sales Professionals are focusing on:

  • Understanding market trends & their customers’ changing needs
  • Adapting their marketing/advertising in line with market trends
  • Adapting their products/services and developing NPD pipeline

With Net Zero agenda being priority for both suppliers and customers, the results confirmed that businesses were more likely to support their clients’ Net Zero targets than had any of their own.  Cost is the single biggest barrier that prevents companies from delivering against the Net Zero targets, in particular amongst SMEs.

Top 3 strategic priorities:

  • Growing business with existing clients
  • Developing new sales channels
  • Developing new ways to build relationships with a new generation of Buyers

Top 3 tactical priorities:

  • Availability/supply of product
  • Difficulty in building relationships due to Covid restrictions
  • Keeping up-to-date and responding to market trends

Anticipated challenges for the next 5 years:

  • Continued Impact of Covid-19
  • Adapting to Changing Market Dynamics
  • Managing Changing Customer Relationships

“Rising inflation and availability of raw materials putting tension in relationships and customers expecting miracles.”

“Remote sales can be challenging, and the market conditions are quite tricky given Covid and the international nature of some sales.”

“[Priority is] keeping on top of changing habits and behaviours post-Covid.”

“Smaller budgets with higher costs and increasing competition for those smaller budgets.”

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