How Strategically Ready Is Your Engineering Company for AI?
Sales, Marketing & AI Survey Results from SME Engineering Companies - Advanced Engineering Show 2025
Your technical operations run with precision. But what about your sales and marketing?
We surveyed engineering companies at the Advanced Engineering Show to find out how the sector is really performing when it comes to strategy, alignment and AI adoption. The results reveal a clear gap between activity and direction - and the data points to exactly where most companies are leaving growth on the table.
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full report
and see how your business compares.
The Headline Stats
Most engineering SMEs are running sales and marketing without a formal strategy, and AI adoption is stuck at surface level. This report reveals where the sector actually stands.
- 48% - of engineering companies lack a formal marketing strategy
- 40% - operate sales teams without a documented sales strategy
- 75% - spend less than 5% of revenue on marketing
- 110% - more likely to achieve sales and marketing alignment with a formal strategy
- 61% - cite skills and change management as the primary barrier to AI adoption
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What you will get in this Report
This isn't generic marketing theory. It's real data from real engineering companies - collected, analysed and presented with practical context for MDs, Commercial Directors and Operations Directors.
The report covers:
- Marketing strategy, budgets and team structures across engineering SMEs
- Sales strategy, resources and how often companies actually update their approach
- Sales and marketing alignment - what the data says about the disconnect
- AI usage, adoption levels, applications and sentiment in the sector
- Key correlations - how strategy drives alignment and accelerates AI readiness
- Practical recommendations for what engineering companies should do now
Every section includes analysis you can benchmark your own business against - not just charts, but what the numbers actually mean for your pipeline and revenue.
Why this matters
You're spending money on marketing but the results are inconsistent. Leads come in bursts, then dry up. Your sales and marketing teams exist in the same building but operate in different worlds.
You've heard the noise about AI but you're not sure where to start - or whether your business has the foundations to make it work.
This report is a diagnostic reading for your revenue system. See where you stand against the rest of the sector and what to prioritise next.
Who is this for
Built for:
- MDs and owners who want a predictable pipeline, not random wins - and need to know where AI fits without the hype
- Commercial and Sales Directors who need better lead quality, connected follow-up systems and clarity on how AI can sharpen their sales process
- Operations Directors who want scalable, systemised processes - less reliance on heroics, more confidence that AI is being adopted with structure, not chaos
Testimonial
"Stef's ability to analyse market trends and translate them into actionable strategies is truly commendable. He is always ready to lend a hand, whether it involves brainstorming new concepts or troubleshooting challenges. His contributions have not only driven success in our projects but have also helped in fostering a collaborative and forward-thinking environment."
- Kim Singer, TFC Europe
Assisted by AI, Delivered by experts.
We don’t sell “tools”. We help engineering SMEs build a revenue system — and then use AI to accelerate the parts that should be accelerated.
Engineering sales cycles are too long (and too expensive) for guesswork. Let Sales and Marketing Engineers help you align your sales and marketing strategy so you can leverage AI to the max.
