RAIN Group Sales Blog

If you’re like most CSOs I talk to, too much of your revenue is coming from too few places. Revenue concentration risk (depending too heavily on a small set of customers, products, or markets) is a serious issue. Gartner’s Chief Sales Officer Quarterly (3Q25) highlights just how vulnerable many organizations are when a disproportionate share of growth comes from few sources. What looks like focus on paper often turns into concentration risk in real life.

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Gartner’s 2026 CSO Outlook highlights a central challenge for sales leaders: balancing growth and cost. Too often, the focus falls on cutting expenses when the real opportunity lies in improving win rates. Every percentage point increase in win rate delivers outsized profit growth because most sales costs stay fixed. Even a five-point improvement can generate millions in additional revenue, without adding headcount, territories, or technology.

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