Challenges in New Business Development: 70% Prioritize It, Yet Fail to Achieve Results
— uSonar Releases B2B Sales Practice Survey Report —

uSonar Co., Ltd. is pleased to announce the release of our survey report, "B2B Sales Practice Survey 2025."
As companies increasingly integrate IT and data utilization into their business strategies, this survey examines the challenges and concerns they face when developing new business opportunities. While companies recognize that relying solely on existing clients is insufficient for growth—with 70% of respondents stating they prioritize new business development—the difficulty of this task is highlighted by the fact that only 40% reported meeting their targets.

Furthermore, in addition to a lack of sales skills and know-how, "accuracy of sales lists" emerged as a top challenge in new business development. Specifically, there is a notable demand for sales lists that include "additional information indicating target customer needs" (intent data that reveals which services a company is considering), confirming the high expectations for intent data.

For the full survey results (25 pages), please provide your contact information in the application form on this page.

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1. The Gap Between Importance and Achievement in New Business Development

Although approximately 70% (69.6%) of companies consider new business development to be "very important" or "somewhat important," only about 40% (41.2%) actually achieved their goals. This underscores the inherent difficulty of new business development and the high likelihood of falling short of targets.

2. Objectives and Challenges in New Business Development

When asked about the primary objectives for new business development, respondents cited "increasing sales (67.9%)," "expanding market share (42.0%)," and "stabilizing/diversifying business (34.2%)."
Regarding challenges, "lack of sales skills and know-how (36.3%)" and "differentiation from competitors (33.3%)" were top concerns, followed by "accuracy of sales lists (21.5%)."

3. Improving Sales List Accuracy

Regarding the challenge of sales list accuracy, when asked, "What kind of customer database is desirable to prepare sales lists that improve new business development results?" the most common answers were "latest basic information (28.1%)" and "additional information indicating needs (27.7%)."

Furthermore, when those who answered "additional information indicating needs" were asked what specific information they desired, the top responses were "consideration status of competitor products/services (61.6%)" and "consideration status regarding specific products/services (50.0%)."
We believe these results demonstrate a strong, underlying expectation for the use of intent data (web behavioral data indicating corporate purchase intent). Conversely, the high demand suggests that companies currently lack access to this type of information.

Survey Background: We believe many companies are pursuing new business development while simultaneously working on IT and data utilization initiatives. We aimed to clarify the actual sales conditions, including specific concerns and challenges.

Survey Target: Men and women aged 30–59 working as full-time employees in corporate planning, public relations, sales promotion, marketing, or sales.
Number of Responses: 498
Period: March 5–8, 2025
Method: Internet Research (Commissioned to: B2B Marketing, Inc.)

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Contact Information for Inquiries:
uSonar Co., Ltd. Public Relations (Hiyama, Sawada)
Email:ir@usonar.co.jp