Just 43% of New Zealand salespeople hit their targets and achieved bonuses last year. Marketing budgets, professional development and new technology investment were all down in 2025. Only 51% said their firms had increased investment in sales technology in 2025. Average investment in sales development plummeted by 50%, with the average spend per salesperson now $1500 in 2025, compared with $2979 in 2024. Fifty-nine per cent received some training, leaving a sizeable 41% without development, Stokes said.
