New Study Reveals Past Customers Can Substantially Boost Revenue for B2B Businesses

Research finds that involving past champions in sales opportunities more than doubles win rates and increases deal sizes.
SAN FRANCISCO - May 23, 2023 - PRLog -- UserGems, a revenue generation software company, announced today research findings that underscore the value of past customers in driving B2B sales. The study, spearheaded by Jakob Steinbauer, Senior Data Scientist, and Andrey Ryskin, Ph.D., Senior Machine Learning Engineer, provides critical insights into how companies can generate more revenue this year.

UserGems' research team analyzed over 5000 sales opportunities to evaluate the potential influence of former product decision-makers, users, and administrators on B2B sales deals. The results were noteworthy: when a past champion was included in a sales opportunity, the win rate surged by 114%, deal sizes increased by 54%, and the sales cycle was 12% shorter.

"With the recent market downturn, everyone is hesitating to spend money on new tools, and that is greatly affecting B2B revenue," said Christian Kletzl, CEO of UserGems. "There's a clear need for strategies that reduce deal risk. These findings suggest that including past end users and customers in conversations can be an effective sales tactic."

UserGems plans to continue exploring additional data points that reveal how companies can unlock new revenue streams. These findings and other valuable insights will be made available via the UserGems blog and the Hidden Gems series on YouTube and all popular podcast platforms.

New research findings will be published at

About UserGems

UserGems is a revenue generation software that turns buyers' job changes and relationship intelligence into revenue. UserGems is trusted by companies like Gong, Lattice, UserTesting, and Mimecast to help them reach their revenue goals.

UserGems is a private company headquartered in San Francisco but has a distributed team worldwide.

Amber Rhodes
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