In its sixth annual State of Sales and Marketing Report, CRM provider Pipedrive reveals a growing paradox in the sales world: while artificial intelligence is helping teams get more done, long hours aren’t translating to better results.

Based on insights from nearly 1,000 sales and marketing professionals across 85 countries, the report highlights that although 74% of AI adopters see productivity gains, only 57% of all salespeople met their quotas in 2024—a notable drop from previous years. In the U.S., that number dipped to just 45%, with small businesses faring the worst globally.

“There’s a clear disconnect between hours worked and targets hit,” said Paulo Cunha, CEO of Pipedrive. “Sales professionals are burning the candle at both ends, and it’s not paying off.”

Three-quarters of survey respondents reported working overtime—more than in the previous year—yet that extra time didn’t lead to higher performance. In fact, the report shows that those with better work-life balance achieved better results. Sales professionals working four-day weeks were 8% more likely to hit their quotas and reported the highest satisfaction scores.

Gen Z Leading a Healthier Shift
The trend may be generational. Respondents aged 18–25 were the least likely to work overtime, suggesting that younger professionals are drawing stronger boundaries around work hours—and benefitting from it. This group also showed a greater openness to AI tools, seeing them as a means to reclaim time and avoid burnout.

AI: High Impact, Low Adoption
AI adoption remains a bright spot—but not yet widespread. Only 37% of sales professionals and 41% of marketers reported using AI in their daily workflows. Among those who have embraced it, 67% say it saves them 2–5 hours each week. Yet concerns persist: 60% of respondents fear AI could threaten jobs, and 35–40% cited data security as a top barrier.

Despite these concerns, over half (53%) agree that better training could ease anxieties and accelerate responsible adoption.

While AI continues to prove its value in improving efficiency, Pipedrive’s findings reinforce a larger truth: sustainable work models—not longer hours—are the real catalyst for better sales outcomes. For leaders navigating sales strategy in 2025, prioritizing wellbeing alongside tech adoption may be the smarter long game.

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