Top Management Challenge is 'New Customer Acquisition', Yet 60% Rely on Referrals: Structural Gaps in BtoB Sales Revealed

korobyte Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Sho Takenaka), operator of the BtoB form-based sales support service 'FormFox PRO', released a report on May 13, 2026, titled 'Management Challenge Map 2026 for BtoB New Customer Acquisition - 3 Gaps Revealed by Cross-Analyzing 5 Public and Private Surveys'. By analyzing a total of 9 survey datasets from organizations such as the Small and Medium Enterprise Agency, the Osaka Chamber of Commerce and Industry, Daido Life Insurance, Haihai Mail, and RAKUS, three structural gaps in new customer acquisition were identified.

[Survey Background]

In recent years, amid the triple challenges of a weak yen, inflation, and labor shortages, interest in the management challenges of small and medium-sized enterprises (SMEs) has been growing. In particular, 'new customer/market acquisition' has been highlighted as a critical issue in public surveys, including the 2025 White Paper on Small and Medium Enterprises. According to a March 2025 survey by the Osaka Chamber of Commerce and Industry, 'new customer/market acquisition' ranked top at 57.1% as the management challenge companies want to prioritize, jumping by 8 percentage points from the previous year.

Conversely, private BtoB sales surveys reflecting on-the-ground realities report a structural dependence on analog methods such as 'referrals', 'telemarketing', and 'cold calling', suggesting a gap between 'recognition as a management challenge' and 'execution methods'.

Therefore, we attempted to visualize the current structural problems by cross-analyzing a total of 9 reliable survey datasets related to domestic SMEs and BtoB sales published between 2024 and 2026.

[Survey Highlights]

Highlight 1: Top Management Challenge is 'New Acquisition', Interest Grows by +8pt

In the 'Survey on Business Conditions and Management Challenges of Mid-sized and Small Enterprises' published by the Osaka Chamber of Commerce and Industry in March 2025, 'new customer/market acquisition' topped the list of priority management challenges at 57.1%, an 8-point increase from the previous year. The 'Daido Life Survey' from April 2025 also reported that over half of SMEs are taking on the challenge of new acquisition.

Highlight 2: The Reality is 60.7% 'Referrals', Most Successful Method is Also 'Referrals' at 52.0%

According to the 'Fact-finding Survey on New Acquisition by SMEs' (n=300) conducted by Haihai Mail (Link and Partners Inc.) from October to December 2025, 'referrals from existing customers and acquaintances' stood out at 60.7% as the approach used for new acquisition. 'Referrals' also accounted for the majority of the most successful methods at 52.0%, while other methods remained below 12%.

Highlight 3: 87.2% of BtoB Sales Feel Challenged, Only About 40% Achieve Goals

A survey by RAKUS Inc. (July 2024, n=1,013) found that 87.2% of those engaged in new customer acquisition 'feel it is a challenge'. The top specific challenges were 'implementing measures but not operating them well (42.7%)' and 'unable to focus due to personnel shortages (40.9%)'. Cross-analysis of multiple surveys reveals a structural gap: 'about 70% of companies prioritize it, but only about 40% achieve it'.

Highlight 4: 59% of Referral-Reliant Companies Lack KPIs, 61.5% Operate 'Mostly Manually'

According to the 2025 Haihai Mail survey, 59.0% of SMEs primarily relying on 'referrals' have no KPIs set for new acquisition tasks (+20pt compared to the overall average of 39.0%), and 61.5% operate 'mostly manually' (+19.5pt compared to the overall average of 42.0%). Furthermore, 40.7% (the largest group) responded that they 'do nothing in particular' regarding continuous approaches to prospects who do not immediately turn into business negotiations, reporting a reality where lost opportunities are left unaddressed.

[The '3 Structural Gaps' Derived from the Analysis]

As a result of the cross-analysis, this report points out the existence of the following three gaps in BtoB new customer acquisition.

Underlying these three gaps is the fact that 'methods that can be proactively controlled, are reproducible, and measurable' have not sufficiently permeated BtoB new customer acquisition among SMEs. Conversely, by introducing methods that meet these three conditions, it becomes possible to structurally bridge the gaps.

[Representative Comment]

Comment from Sho Takenaka, CEO of korobyte Inc.:

'By cross-analyzing already published, reliable primary data, we aimed to highlight the structural problems in the industry. I believe that transitioning to a system with proactivity, reproducibility, and measurability for BtoB new customer acquisition will be a crucial turning point in 2026. We hope this report will serve as one piece of material for on-site decision-makers to base their judgments on.'