If you ask sales and marketing leaders how they feel about 2025, the answer is clear: they’re optimistic.
In our recent survey of senior GTM decision-makers in the software sector, 86% said they expect revenue to grow by at least 10% in 2025, and many are preparing for much more.
That confidence is showing up in their budgets.
Software spending is going up
When asked how much more their company will spend on sales and marketing software next year, more than half of respondents said they plan to increase their budget by at least $100,000:
- 28% expect to spend an additional $100K–$250K
- 28% plan to increase spend by more than $250K
- 27% will boost budgets by $50K–$100K
This isn’t just about buying tools for the sake of it. Teams are being strategic—and they’re doubling down on what they believe will move the needle.
Where the money is going
The top areas for investment reflect a mix of foundational systems and emerging tech:
- 39% said they’re most likely to invest in data analytics
- 38% plan to invest in data enrichment and buyer intent
- 36% are leaning into generative AI
- 34% will focus on CRM systems
- 32% plan to invest in ABM dashboards
It’s clear that teams are still prioritizing better insights, cleaner data, and scalable personalization. But the fundamentals, like keeping the CRM accurate and useful, aren’t being ignored.
A tale of two strategies
Interestingly, the data shows some differences based on company size:
- Enterprise companies are prioritizing analytics and AI
- Smaller firms are leaning into website personalization and CRM improvements
That makes sense. Larger companies are looking for scale and efficiency. Smaller teams are focused on getting more from their existing channels and touchpoints.
Either way, the goal is the same: build a smarter, more efficient pipeline.
The takeaway
Sales and marketing leaders are entering 2025 with a clear sense of growth and momentum. But behind the optimism is a strong focus on data, integration, and insight.
The message is simple: if you want to grow, you have to invest. But that investment needs to be grounded in clean data, connected systems, and the ability to act on what you learn.
Download the full Greater Data Report for more insights.