Sales Force Digitization Efforts in Response to the Pandemic

7 September 2020


Pre-COVID, sales organizations were busy digitizing the assets, processes, and business practices involved with customer interactions. The pandemic’s impact has significantly affected those efforts. This research identifies how firms are refocusing sales digitization efforts in light of the challenges posed by COVID, quarantines, and virtual sales. It examines digitization’s relationship with the internal sales process as well as external buyer/seller interactions and attempts to measure how firms are recasting, accelerating, or reallocating digitization investments in response to the crisis.

The research will provide a longitudinal view of results by comparing findings with a similar study that conclude pre-pandemic in March 2020.

Research focus areas include:

  • Sales management’s objectives, priorities, and improvement opportunities related to digitizing sales effort
  • Current practices related to digitizing sales-related documents such as invoices, agreements, proposals, MOAs, contracts, NDAs, and other customer facing documents.
  • Best practices in salesforce digitization among high-performing firms.

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, delivering, or managing sales training. Target participants are involved in sales leadership, learning and development, sales effectiveness, sales operations, or sales enablement in organizations with at least US$1 million in annual revenue, and directly employing at least 10 salespeople. Firms or individuals that market technology, products, or services to sales organizations as a core offering are not eligible to participate in this research initiative.

Benefits of Participation

Participants receive:

  • 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 November 2021.

Research Timeline

Research closes 1 October 2021.


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 Conga.

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