In 2025, sales teams are evaluating how to elevate their strategies and processes for a competitive edge. The evolving B2B sales landscape demands sharper cross-functional alignment and strategic applications of AI to deliver on enhanced customer-centric approaches.

You make resolutions to improve our personal health and happiness. Are you doing the same for your GTM approach?

Here are the top five resolutions every forward-thinking sales team should embrace to ensure success in the new year.

1. Leverage AI for Smarter Selling

Generative AI and predictive analytics have become indispensable tools for top-performing sales teams. AI can streamline processes like lead scoring, forecasting, and crafting personalized pitches, freeing up time for strategic selling. AI Agents are poised to disrupt the workforce and revolutionize GTM teams.

Key Actions:

• Invest in tools that not only integrate AI-driven insights into CRM workflows but can be a teammate to sellers and take on actual selling tasks.
• Train teams on how to effectively utilize AI for deal prioritization and customer engagement.
• Continuously monitor AI output to ensure ethical use and accuracy.

Relevant Resources:

• Avoiding Misapplications of GenAI in B2B Sales
• McKinsey: How Generative AI Could Reshape B2B Sales
• Gartner: Top Strategic Technology Trends for 2025: Agentic AI

2. Foster Unbreakable Sales and Technical Alignment

Misalignment between Sales and technical teams can derail deals and damage customer trust. Studies show that when cross-functional alignment improves, B2B organizations achieve better win rates and shorter deal cycles. According to research by McKinsey, effective collaboration between Sales and other teams like product and technical roles can increase revenue by up to 10%. In 2025, resolving to bridge this gap is critical. 

Key Actions:

• Implement collaborative deal management platforms that provide visibility across teams.
• Establish joint KPIs that reflect both revenue outcomes and technical success.
• Regularly host cross-functional syncs to share updates and refine approaches.

Relevant Resources:

• McKinsey: Breaking Down Silos to Deliver Superior Customer Experience
• Why Presales Must Lead Sales-Product Alignment
• OneTeam Approach: Updating Sales-Led Growth in the Age of AI

3. Double Down on Customer Value

In an era where B2B buyers are more informed, generic pitches no longer work. Sales teams must resolve to tailor their messaging around specific, measurable outcomes that resonate with buyer pain points. According to a study by Forrester, 74% of buyers say they are more likely to choose vendors that demonstrate “buyer empathy” upfront.

Key Actions:

• Refine discovery processes to uncover deeper insights into customer challenges.
• Collaborate with Sales Engineering to craft compelling value propositions supported by technical proofs.
• Use value calculators and ROI tools to quantify potential benefits, supplemented by customer stories as proof points.

Relevant Resources:

• Translating Customer Feedback into Actionable Insights
• Salesforce: State of the Connected Customer Report
• G2 2024 Buyer Behavior Report: Proving Value in the Age of AI
• Creating a Culture of Value Consulting

4. Adopt a Proactive Enablement Strategy

Equipping sales teams with the right tools, resources, and skills is no longer optional. Organizations that prioritize enablement are 1.5x more likely to hit revenue targets, according to Salesforce's State of Sales report.

Key Actions:

• Leverage AI assistants to bring teams up to speed on product updates, market intelligence, industry trends, and new tactics.
• Create a centralized knowledge hub for assets, playbooks, and competitive intelligence.
• Focus on continuous learning with tailored training modules for AI tools, negotiation, and industry trends.
• Use feedback loops to refine enablement strategies based on real-world challenges.

Relevant Resources:

• Sales Leader’s Guide to a New GTM Motion
• Salesforce: State of Sales 2024
• Enablement is Broken: Here’s How to Fix It

5. Use Field Insights to Optimize Products & Processes

Field teams, including Sales Engineering, are on the front lines and often have invaluable insights into customer needs and competitive landscapes. Resolve to treat these insights as strategic assets that guide not just sales tactics, but product development and go-to-market (GTM) strategy.

Key Actions:

• Establish formal channels for field-to-product feedback loops.
• Regularly review and act on trends from customer interactions, POCs, and demos.
• Integrate feedback into quarterly business reviews and product councils to align strategy across teams.

Relevant Resources:

• The Field as a Source of Insight, Not Data
• HBR: Making Feedback a Competitive Advantage
• The Product-Field Alignment Playbook

Final Thoughts

Sales teams in 2025 need to embrace alignment, innovation, and customer-centricity to thrive in a hyper-competitive market. By resolving to improve collaboration, leverage AI, and focus on delivering measurable value, your team can set a solid foundation for success in the new year.