With the Covid-19 pandemic disrupting the sales process, around 73 per cent of sellers surveyed are using technology at least once a week to get access to real-time data to drive sales, says a report.

Companies are increasing their appetite for data-based insights to better gauge buyer intent and drive greater sales,  the LinkedIn sixth edition of the ‘APAC State of Sales 2022’ report stated.

In fact, more than eight in 10 (84 per cent) sales professionals in India have lost at least one deal to an important decision maker changing roles in the past year alone.

Therefore, access to the right intel has become mission-critical for sales functions across the board, the report opined.

To avoid these repercussions, three in four (73 per cent) sellers in India are now using sales tech at least once a week to get access to accurate real-time data, indicating the growing preference for CRM systems and sales intelligence tools in the industry, it

said.

Findings also suggest that younger (under 35 years) professionals are leading this tech-savvy shift, given that they are 1.2 times more likely to use CRM tools for over 3 hours in a week as compared to their older (over 35 years) counterparts.

But as more businesses turn to tech, sales managers must seek ways to deal with the impending challenge of ‘dirty data’, with 2 in 5 sellers (46 per cent) and CRM users (38 per cent) identifying incomplete inaccurate data as their largest challenge, it suggested.

"Over the past two years, the rise of remote work has accelerated the use of technology across industries.

Our data shows that three-quarters (73 per cent) of sellers in India today are relying on sales technology at least once a week, which clearly means that data is driving the

future of sales," LinkedIn Sales Solutions for India Head Abhai Singh said.