Enhancing Buyer Seller Interactions with Automation

4 March 2019


At their core, sales organizations rely on human-to-human interactions between buyers and sellers to build and maintain meaningful commercial relationships. Though sales organizations are making increasing use of automation tools at various sales process stages; sometimes making human interactions more efficient, and at other times replacing them altogether. This research examines the ways automation is changing buyer seller interactions, the automation investments firms make, and the challenges in optimizing the mix of human and automated interactions.

Key research topics

  • Trends in automating buyer seller interactions
  • Determining the ideal mix of automation and human interaction
  • Identifying where to deploy automation tools for maximum impact
  • Challenges to ensuring productive buyer-seller interactions

Condition of Participation

Research participants are asked to complete an online survey lasting approximately 12 minutes, and may optionally elect to participate in a brief telephone follow-up interview.

Participation Eligibility

The study is open to management practitioners responsible for developing, supporting, or managing a sales force. Target participants are involved in planning, sales effectiveness, executive sales leadership, or strategy in their organizations.

Benefits of Participation

  • A copy of the findings report on this research topic
  • An invitation to a Sales Management Association webcast in which summary findings are presented to our audience, in April 2019

Research Timeline

  • Research closes 15 May 2019
  • Research report is expected to publish 10 June 2019


Survey results are only reported in aggregate, and never in a way that would compromise the identity of any single respondent. All individual respondent data are treated with strict confidentiality, and will not be distributed.

Research Underwriting

This research is made possible in part through the underwriting support of TimeTrade.

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