11/06/2024 – 13:30
The Sales Panorama, a survey by RD Station carried out with around 1,500 companies and more than 3 thousand marketing and sales professionals from all regions, sizes and segments in Brazil, revealed that 74% of the companies consulted did not achieve their sales objectives in 2023. In the previous survey, the percentage was 71%.
Erika Tornice Lopes, CRO at RD Station, explains that although 66% of professionals say that having well-defined processes is the most important initiative to guarantee results, almost 70% responded that they do not actually have them. “We noticed year after year the percentage increase in those who are unable to meet the goals and, just like in the last edition, we can see the direct relationship with the lack of adequate processes and tools”, she says.
RD Station, a digital marketing platform, points out that another strong indication that may be impacting sales is that more than half of respondents said they do not use a CRM tool.
Other hypotheses raised by RD Station throughout the study to justify the result would be goals that are misaligned with the companies’ macro objectives, which would be little communicated to the team and little integration with the marketing area.
Despite the difficulties in the 2023 scenario, companies demonstrated optimism for 2024: 91% project growth compared to last year. Among these, 44% expect to grow between 10% and 50%.
Tools
The 2024 Sales Panorama pointed out that the adoption of WhatsApp and artificial intelligence technologies as sales tools has increased. In AI, the most mentioned uses are for creating content and copy (22%) and creating sales pitches (12%). Still regarding usage, 55% pointed to greater team productivity as one of the biggest advantages.
WhatsApp continues to be the preferred channel of respondents in terms of success in contacting the customer or opportunity, being cited by 70% as the channel with the highest success rate. The professional use of WhatsApp integrated with other sales channels is also highlighted by 57% of respondents as the main trend for 2024.
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