In the current landscape of geopolitical uncertainties impacting global supply chains and economies, sales departments face heightened pressure to boost profits.

Despite 78% of sales leaders understanding the critical role of data in maintaining a strong sales pipeline, a mere 23% effectively use available data to find and secure new leads, according to Dun & Bradstreet research.

Dun & Bradstreet’s Data-Driven Resilience report, which surveyed views from 346 sales leaders across 18 countries, identified a growing disconnect between sales teams and the insights they require to effectively carry out their functions. The report reveals 31% of sales leaders find one of their biggest challenges is sourcing the right quality data.

The same number identifies another significant challenge – ensuring that data is easily accessible to employees to enhance decision-making processes.

What’s more, just 11% of sales leaders state they leverage their organisation’s data to understand disruption in their ecosystem – meaning identifying new trends or prevalent sales channels become missed opportunities.

Barry Marks, sales and marketing consultant at Dun & Bradstreet UKI, said: “In a demanding market with time-strapped buyers, capturing and engaging with their journey is crucial for a resilient sales pipeline.

“Understanding online buyer intent and research signals to acquire certain products or services has become crucial in our digital world. However, with less than a quarter of sales leaders surveyed using data to generate and secure more leads, there is evidently a significant missed opportunity for sellers who fail to leverage available data to make smarter decisions for their sales outreach.

“As businesses navigate the complexities of modern sales dynamics, the resilience of their pipelines hinges on their ability to harness the power of intent data and cutting-edge technologies, ensuring they remain agile and adaptive in pursuit of sustained growth and success.”