Challenges in New Business Development: 70% of Companies Prioritize It, Yet Fail to Achieve Results
— uSonar Announces the "B2B Sales Practices Survey Report" —

uSonar Co., Ltd. is pleased to announce the release of our survey report, "B2B Sales Practices Survey 2025."
As companies increasingly integrate IT and data utilization into their business strategies, this survey investigates the challenges and concerns they face when acquiring new clients. It highlights the difficulty of growth through existing accounts alone; while 70% of respondents identified "new business development" as a priority, only 40% reported meeting their targets.

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

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

Alternatively, you may click the "Get the Survey Report" button below (redirects to the Resources 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 persistent difficulty of meeting targets in new client acquisition.

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 would you like to have to improve the results of new business development?" the most common answers were "latest basic information (28.1%)" and "additional information indicating needs (27.7%)."

Furthermore, when those who requested "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 for specific products/services (50.0%)."
These results indicate a strong, underlying expectation for the use of intent data (web behavioral data indicating corporate purchase intent). Conversely, the high demand suggests that such information is currently not being adequately obtained.

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

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

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