Improving Sales And Marketing: 2026 Survey Findings

Chart illustrating that improving sales and marketing is the biggest opportunity for growth among small business owners.

Growing a business requires more than delivering a great product or service. Improving sales and marketing remains one of the biggest priorities for small business owners looking to attract new customers, strengthen relationships, and generate sustainable revenue. While financial metrics remain important, many believe the path to stronger business performance begins with refining how they sell and market their business.

According to a Small Business Expo Research Team survey of 261 U.S. small business owners, 78.5% say sales or marketing represents the area of their business with the greatest opportunity for improvement. At the same time, 39.1% identify revenue growth as the single best measure of their company’s overall health.

The findings suggest that many business owners see a direct connection between strengthening customer acquisition efforts and improving long-term business performance.

Highlights

78.5% say sales or marketing offers the greatest opportunity for improvement.
42.9% identify sales as the top area for improvement.
35.6% point to marketing as their biggest opportunity.
39.1% say revenue growth is the best measure of business health.
57.9% define business health primarily through revenue growth or customer retention.

Improving Sales and Marketing Is the Top Priority

When asked which area of their business has the greatest opportunity for improvement, respondents overwhelmingly pointed to improving sales and marketing.

Sales ranked first at 42.9%, followed closely by marketing at 35.6%. Together, these two functions accounted for nearly four out of every five responses (78.5%), far exceeding operations (13.0%), finance (4.2%), and team development (4.2%).

The results suggest that many owners believe their greatest potential for growth lies in attracting more customers, generating qualified leads, and converting opportunities into revenue rather than making incremental improvements to internal business functions.

Revenue Growth Is the Leading Measure of Business Health

Business owners were also asked which metric best reflects the overall health of their business.

The most common response was revenue growth, selected by 39.1% of respondents. Customer retention followed at 18.8%, while profit margin (16.9%), cash flow (14.6%), and sales pipeline (10.7%) rounded out the list.

The findings suggest many owners believe improving sales and marketing is one of the most effective ways to increase revenue and strengthen overall business health.

Combined, 57.9% of respondents chose either revenue growth or customer retention as their primary measure of business health. This suggests that many entrepreneurs evaluate success based on their ability to grow and maintain their customer base rather than focusing exclusively on traditional financial metrics.

While profitability and cash flow remain critical indicators, owners appear to place greater emphasis on metrics that reflect business momentum and future growth.

Growth Priorities Align With Success Metrics

One of the most interesting findings from the survey is how closely improvement priorities align with the way owners define business success.

Respondents who identified revenue growth as the most important measure of business health were especially likely to say sales represented their greatest opportunity for improvement. This relationship suggests that many owners view stronger sales performance as the most direct path to increasing revenue.

The close relationship between revenue growth and improving sales and marketing reinforces the idea that owners see customer acquisition and revenue generation as closely connected. Rather than focusing first on internal functions, many believe strengthening sales and marketing efforts will have the greatest impact on business performance.

Likewise, respondents who prioritized customer retention were more likely to identify marketing as the area with the greatest opportunity for improvement, indicating that marketing is often viewed as supporting both customer acquisition and long-term customer engagement.

Taken together, the findings point to a common theme: business owners see customer-focused activities as the primary drivers of sustainable growth.

Building Growth Starts With Customers

The survey also highlights an important reality for small businesses. For many owners, improving sales and marketing begins with attracting qualified prospects, nurturing customer relationships, and converting leads into long-term clients.

This perspective aligns with broader research showing that organizations with strong sales and marketing alignment often achieve higher revenue growth, improved customer retention, and greater overall business performance.¹ Likewise, businesses that consistently invest in customer acquisition while strengthening relationships with existing customers are often better positioned for long-term growth.²

Final Takeaway

The survey suggests that small business owners are focused less on back-office functions and more on the activities that directly drive growth. While revenue growth remains the most common measure of business health, respondents overwhelmingly believe improving sales and marketing offers the greatest opportunity to strengthen business performance. As competition continues to intensify, businesses that invest in customer acquisition, marketing, and sales effectiveness may be better positioned for sustainable long-term growth.