How Our Sales Performance Has Evolved Over the Past Year
Sales Data Trends: How Our Sales Performance Has Changed In The Last 12 Months
This data is based on notable elements from our internal sales figures from September 2024 to August 2025. It is not a complete view of all our sales metrics, but it highlights the most significant trends that have shaped our performance.
What We've Won: The Key Reasons
When it comes to winning new business, two factors have emerged as clear leaders: our proven track record and our ability to work within a client’s budget.
Our Track Record: A significant 31% of our won sales in the past year were a direct result of being able to call upon our previous experience. We've changed the way we pitch to help use our experience more and we feel that this is making an impact. This confirms that clients value a partner with a strong history of success. When we present a plan based on a solid track record, it builds trust and demonstrates our expertise.
Overall Budget: Equally important, our flexibility with a client's budget was the reason for another 30% of our won sales in 2024. This shows that we excel at creating tailored solutions that deliver results without breaking the bank.
In addition to these top two drivers, other factors have played a role in our success:
Trialling New Products/Services: We've noticed some clients were looking to take a new product to market, accounting for 14% of our won sales. This highlights our role as a key resource for companies that don't have the in-house team to hit the ground running for that new product on the launch.
Value-Added Offers: Our additional services, such as our CRM, data analysis, and email marketing expertise, also made a difference, contributing to 8% of our wins. This shows that clients appreciate the comprehensive value we bring to the table.
Understanding Our Lost Sales
Of course, not every pitch is a success. By analysing why we lose some deals, we can better understand the market and adapt our approach.
Chose a Different Approach: The most common reason for a lost sale was the client choosing a different marketing method altogether, such as PPC or hosting events. This happened in 4% of cases.
Didn't Choose Anyone: Interestingly, 11% of lost sales weren't lost to a competitor, but rather because the client's internal decision-making process stalled.
Overall Budget: While budget was a reason for some of our wins, it was also a factor in 6% of our losses, showing that price is still a key consideration for many potential clients.
Hired In-House: In 3% of cases, clients decided to bring their marketing in-house instead of working with an agency. We found this was most common with smaller companies.
Competitor Chosen: Only 3% of our lost sales were due to a client choosing a competitor, which is a great sign that when we're in the running, we're a top contender.
Key Operational Improvements
Beyond the reasons for winning and losing, we’ve also made significant strides in our efficiency and client focus.
Faster Sales Cycle: Our average "days to close a sale" has dropped from 23 to 19 days over the last year. This is about an 18% quicker sales cycle, meaning we are closing deals—win or lose—much faster. This increased efficiency allows us to be more responsive and move on to the next opportunity more quickly.
Focus on High-Value Clients: Our average monthly client value has almost doubled, increasing from £1,132 to £2,080 per month. This is a direct result of our strategic focus on attracting and serving medium and large-sized companies. We've found that these businesses are a much better fit for our services, while smaller companies often find it more suitable to hire internally.
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