Based on conversations with Six Degrees Executive’s specialist B2B Sales consultants, this article explores what’s driving hiring decisions in 2025, from market pressures and talent expectations to client-side behaviours and the changing face of B2B sales.
Caution is the defining theme across the B2B market in 2025.
Organisations are highly conservative in their hiring approach, shaped by macroeconomic uncertainty, ongoing restructures, and a focus on profitability over growth. Many businesses and B2B firms are holding headcount flat, consolidating roles, or seeking ‘player-coach’ leaders who can cover multiple remits within leaner team structures.
This broader scope of responsibility, where B2B sales leaders are expected to manage accounts and lead teams has created a smaller pool of suitable talent. Candidates with experience across both B2B and B2C, or across multiple sales channels, are in higher demand but far more difficult to find.
On the client side, we continue to see a misalignment between hiring expectations and market reality. Many briefs call for a “unicorn” candidate - someone who can hit the ground running, bring a ready-made network, and deliver results fast, yet are paired with conservative remuneration, unclear career paths, or slow decision-making processes.
Meanwhile, top-tier candidates are increasingly reluctant to move. Risk appetite is low, especially for those in stable roles with strong leadership, flexibility, or well-established customer relationships. This is resulting in a passive and highly selective talent market, where counteroffers are frequent and long hiring processes are often detrimental.
It’s harder than ever to secure high-performing B2B sales talent.
Many candidates, particularly at the senior end, are seeking long-term career stability, aligned values, and working conditions that match their lifestyle. Flexibility remains a major driver of decision-making, as does meaningful leadership, clear progression pathways, and feeling genuinely supported in the first six months of a role.
Onboarding and induction are becoming non-negotiables. There’s growing recognition that poor early experiences can derail promising hires, particularly at the junior level, where pressure to perform quickly isn’t always matched by training and enablement.
Importantly, candidates are looking for more than just salary. In a tight market, EVP is a key differentiator, and B2B organisations that invest in coaching, capability development, and purposeful work environments are standing out.
Many businesses are still approaching hiring from a position of risk mitigation, seeking safe bets over potential.
This has resulted in longer hiring timelines in B2B recruitment, a narrower focus on tenure and industry alignment, and a reluctance to consider step-up candidates or those from adjacent sectors. While there are standout professionals on the market, some are being overlooked due to overly rigid briefs or internal delays.
Salary expectations have also shifted. In contrast to FMCG, B2B sales salaries have come down slightly (5–10%) in some markets, and many businesses are less willing to stretch beyond their original budget unless a candidate is an exceptional match.
That said, there’s a clear distinction between businesses who need to hire and those who want to. The former are typically more open-minded, efficient, and outcome-driven - securing talent faster and with less resistance. The latter are often stuck in prolonged interview processes, missing out on good candidates due to indecision or overly narrow criteria.
The modern B2B sales function is becoming more tactical, digital, and delivery focused.
In today’s environment, its execution, not strategy, that wins. Businesses are seeking salespeople who can act quickly, secure wins, and demonstrate commercial value fast. Sales leaders, in turn, are being asked to lead from the front, not from above owning outcomes and keeping close to key customers.
There’s also growing reliance on technology and automation to augment capability. As buyers become more informed and self-directed in their purchase journeys, sales professionals and B2B firms need to adapt - using AI tools, digital platforms, and on-demand learning to meet buyers where they are.
At the same time, many sales teams are dealing with capability gaps. The ‘hunter’ skillset has eroded after years of buoyant demand, and many businesses are struggling to find proactive individuals who enjoy the chase and can consistently build pipeline.