Sales Force Digitization Trends

20 December 2019


Sales organizations and the customers they serve are quickly digitizing assets, processes, and business practices that were previously handled with physical artifacts and in-person interactions. This research identifies challenges, trends, and emerging issues related to sales forces’ digitization efforts, and examines digitization’s effect on internal sales processes as well as those impacting external buyer/seller interactions. Research focus areas include:

  • Key challenges associated with sales force digitization
  • Sales management’s objectives, priorities, and improvement opportunities related to digitizing key aspects of the sales effort
  • Current practices related to digitizing sales related documents, such as: invoices, agreements and proposals, MOAs, contracts, NDAs, and other customer facing documents, as well as internal documentation such as performance reviews, various personnel management forms, compensation documentation, conduct agreements.
  • Best practices related to sales force digitization
  • Quantified impacts on firm sales performance of digitization

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 March 2020

Research Timeline

  • Research closes 1 March 2020
  • Research report is expected to publish 20 March 2020


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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