Prospecting 2025: A sales development data analysis

Come on, our name is Outreach. Prospecting isn’t just a day-to-day activity, it’s a way of life around these parts – and we’re never satisfied. With the official launch of Outreach’s AI Revenue Agent, we’re excited to pull back the curtain and show you the research and insights that drove its creation. As we look at the evolving landscape of sales prospecting, uncovering trends and understanding what’s actually driving success is critical for sales teams everywhere. 

So, we collected data from hundreds of professionals across the revenue spectrum, and we’re digging deep into how teams are adapting to new tools, new technologies, and shifting expectations. By the end of the report, you’ll have a clear view of how the world of outbound sales is changing and where AI fits into this picture. 

We know data is what you’re really looking for, so we’re skipping the lengthy monologue. (That’s actually why Kaia Conversation Intelligence will give you a gentle nudge if you’re rambling too long.) So, let’s do this rapid fire with a few of the key insights: 

1. Outbound is evolving, not dying 

Despite all the noise around "the death of outbound," our report shows that outbound is stronger than ever. Nearly half (43%) of teams are using a hybrid model, blending both inbound and outbound sales efforts within the same function. More than a third (37%) of teams have dedicated outbound and inbound teams, showing that outbound is still being taken seriously and getting tailored attention.  

2. AI is already playing a major role in prospecting 

More than half (54%) of teams are already using AI for personalized outbound emails. That’s a big jump, showing how AI is transforming the way teams engage with prospects. Plus, AI is also handling the heavy lifting of account research for 45% of teams, saving valuable time that would otherwise be spent digging through data. 

3. Hybrid models are the secret sauce 

The most exciting trend in AI adoption is the rise of the hybrid model. While 22% of teams have fully replaced their SDRs with AI, and 23% don’t use AI at all, the largest subsection (45%) have embraced a hybrid approach. This balance seems to be the sweet spot for most teams looking to scale without losing the personal touch. 

500 revenue voices 

To understand the state of prospecting, we gathered insights from the people closest to revenue. We surveyed 500 professionals who live and breathe it every day, including the ones building pipeline, nurturing deals, and guiding teams through the sales cycle. For this report, we heard from sales development management (25%), executive sales leadership (20%), revenue and sales operations, and front line sales management (18%). 

These voices come from companies of all sizes. We’ve got budding startups to heavy hitters and a wide range of average contract values: 

• 34% work in companies with ACVs between $25K–$100K 

• Nearly one in five (19%) sell into accounts worth over $1M annually 

While this research builds on themes from our Sales 2024 report, we designed this survey to zoom in specifically on prospecting: the strategies, tools, and challenges that define how pipeline gets built today, because the pressure is on when it comes to prospecting. When leaders are hunting for efficiency or demanding results, prospecting is the first place they look to scale or reinvent.  

This is more than data. It’s a 500-person pulse check on the future of outbound. 

The state of outbound: a comeback story 

Contrary to the LinkedIn rumor mill, outbound is not dead. In actuality, it never went anywhere, and  executives are demonstrating interest in amplifying and revamping outbound processes and onboarding smarter prospecting tools.  

We wanted to find out exactly how teams are structuring their GTM efforts and what that says about the evolving role of outbound. Most survey respondents (43%) take a hybrid approach to selling, combining inbound and outbound efforts within a single function. In addition, 37% of survey respondents divide the two across dedicated teams, showing that outbound still commands structure and intention. 

Leadership is paying attention, too. While most SDRs report into Sales, a notable 23% report directly to the CEO. 

Rise in touchpoints: more effort, more engagement 

A limited number of “inbound only” organizations tell us one thing: teams still need proactive sellers. It’s a trend we first unpacked in The Icebox, where we saw that purse strings were tighter than ever, and extra-picky decision makers were slowly down buying cycles and stretching out the path to “yes.”  

On average, 4.81 touches are now required to get a response, regardless of lead temperature. Hot, warm, or ice cold. Prospects might be slower to raise their hands, but they still need solutions. Cold outbound didn’t go extinct last year. If anything, it leveled up. 

And SDRs are busy keeping the ship afloat. Over half (51%) are juggling two to three AEs, and 74% of orgs report having 21 or more SDRs on staff. Even with all the new tech (Outreach included), sellers still need humans to problem solve, educate, and progress opportunities to keep the pipeline flowing. 

Outbound challenges: connecting & keeping prospects engaged

Across the board, identifying quality leads is the top struggle for AIs and SDRs, with almost 54% of teams calling it their biggest hurdle. Cold calling adds to the pain, as 51% of teams still struggle to get prospects to pick up the phone. And even when they do, 44% report difficulty keeping them engaged.

Revenue/Sales Ops highlighted time management as their top concern, but still agree with other teams that getting prospects to answer is a real cold-calling challenge. On the other hand, Sales Leadership focuses on finding the right contact info as their second-biggest concern, while Sales Development is all about keeping those prospects hooked once they're on the line.  

These issues aren’t new or novel, but how teams approach these challenges is changing now that AI has been introduced to the tech stack.  

Outbound isn’t dead, it’s evolving 

Outbound didn’t die in 2024, it became even more important. As 74% of sales teams use technology to personalize and automate emails at scale (more on that below), it’s clear that outbound efforts are leaning heavily on tech to scale personalized outreach, including  email templates, call scripts, or real-time conversation intelligence. Sellers are getting savvy about how to outbound effectively and aligning with the best tools to get them there. Outbound is here to stay. 

Tools & tactics that work 

Templates, scripts, and personalization are top of mind​ 

When it comes to outbound efforts, scripts, templates, and personalization are top priorities. In fact, almost 68% of sales teams use both email templates and call scripts in their outbound efforts.

But great sellers know the real impact in outbound communication comes from personalization. More than half (58%) of sales team personalize templates and scripts for each prospect. This extra effort isn’t just nice to have: historic Outreach data reminds us that personalization creates 10% higher open rates and double the reply rates compared to the generic stuff.

What the best teams are doing differently 

The difference between top performers and the rest often lies in how they leverage their tech stack. It’s not about what you have, but what you do with it. Nearly three-quarters (74%) of sales teams now use technology to automate and personalize emails at scale, which means they’re able to engage a larger pool of prospects without losing the personal touch. This allows them to send more relevant, timely messages, which results in shorter sales cycles and increased win rates. 

Unsurprisingly, only 11% of respondents said they have the technology but don’t use it effectively. The stakes are too high in this market to not maximize the tools you’re paying for. This could be from a combination of factors like long onboarding processes, shifting priorities, or ineffective production activation resources. 

They aren't tech phobic, but they aren't tech perfect​ 

It's important to note that technology isn’t a magic wand. While most teams are using advanced tools, 29% still have scattered views of their metrics, making it difficult to track results effectively. Even though 60% of sales teams use a consolidated view to track email performance, roughly 10% are either unsure of how to interpret the results or don’t track at all. This gap shows that while tech adoption is high, there’s still room for teams to improve how they manage and interpret their data. 

Let’s talk about it: AI in prospecting 

Let’s get to the question on everyone’s mind: AI. It’s not just a trend; it's the future, and many revenue teams are already jumping in. Sure, 21% of respondents aren't using AI yet, but for the rest (79%), it’s already integrated in meaningful ways.  

AI adoption: are you in or out? 

AI adoption has been a flood, with 54% of teams actively using AI to write personalized outbound emails. This isn't a surprise, considering how crucial personalization has become in breaking through the noise. 

But personalization isn’t the only use case here. Nearly half (45%) of teams are using AI for account research, which is huge considering that 49% of teams cited account research as the toughest part of email prospecting. AI can sort through tons of data and identify the right accounts and contacts way faster than a human could. For sales teams, that’s a big win: less time spent hunting, and more time spent doing what they do best: selling. 

Perceived effectiveness: is AI delivering? 

The real question isn’t who’s using AI and who isn’t -- it’s whether or not AI is actually working.  And the numbers are promising: 87% of teams say their AI-driven SDRs are effective or very effective, and 86% feel either confident or very confident in their AI-powered teams. These are solid results considering that AI is still relatively new to many sales teams. AI (at this level) is an experiment we’re all testing in real time 

But what about those who aren’t all in on AI? More than a quarter (26%) cite budget as the biggest roadblock to adopting AI.  If AI’s going to take a chunk out of the budget, it needs to show some serious ROI, and quickly – and global financial uncertainty makes financial risk less appetizing . But  AI is steadily proving its worth (and is in constant improvement) , saving teams time or bringing in pipeline. 

In fact, teams that have fully adopted AI seem to be reaping the rewards already. A majority (52%) of teams report that AI has driven a 10–25% increase in pipeline, which is no small feat. Less than 1% claim that AI-driven prospecting hasn’t driven any increase in pipeline. Meanwhile, Outreach data alone has measured major time saving efforts with its AI Revenue Agent, improving sales productivity 10x.

But let’s not ignore the other fear. Nearly a quarter (23%) of respondents believe that AI will not be as effective as human SDRs AI isn’t here to replace the human touch, it’s here to make the most of it. When AI can tackle the mundane and repetitive, sellers can focus on what really matters: building relationships and closing deals. 

Human vs. AI vs. hybrid 

Here’s where the rubber meets the road: Human vs. AI vs. Hybrid models. It’s clear that AI is an essential tool, but does it replace humans, or does it work best in harmony with them? 

In a surprising twist, 22% of teams have fully replaced their SDRs with AI, while 23% don’t use AI at all. However, 45% have gone for a hybrid model. It seems that for most teams, the best results come from blending the power of AI with the irreplaceable human touch. 

The hybrid approach offers the best of both worlds, a blend of humanity and tech that leverages AI for efficiency while ensuring that humans still handle the high-value aspects of sales. 

Time is money: saved time is more revenue 

If there’s one thing everyone (seriously 100% of our respondents reported saving more than one hour per week) can agree on, it’s that AI saves time. In fact, 38% of reps report that AI has saved them 4–7 hours a week. That’s a big chunk of time that can be redirected toward higher-value tasks like building relationships and closing deals. 

So, where does AI fit into the future of outbound sales? It’s here, it’s effective, and it’s only getting more integrated into sales teams. AI is taking outbound sales to a new level of efficiency and effectiveness by personalizing emails, researching accounts, and supporting quicker outreach – and this includes the Outreach platform. The real question is how sales teams will continue to leverage it, and how human SDRs and AI can work together to create unstoppable sales forces. 

From data to action: lock in for the future of outbound 

Outbound sales is evolving, and AI is driving a lot of that change. But this isn’t a story of machines taking over. It’s about finding the balance and optimization where AI agents support sellers and offload the grunt work, like personalizing outreach and streamlining research.  

In this report, we aimed to give you relevant data sourced from the folks working in the heart of revenue generation. Now it’s time to put that data into action by equipping your team with the right tools like Outreach’s AI Agents. Our AI Revenue Agent is designed to help automate and personalize outreach, so your SDRs can focus on building relationships and closing deals. In this new world of outbound sales, success comes from blending human expertise with the power of AI.