While Artificial Intelligence (AI) transforms entire sectors of the economy, one-third of Brazilian companies still manage their sales in spreadsheets. This alarming data is part of the Brazilian Pre-Sales Survey, the first national study dedicated exclusively to the topic, conducted by Receita Previsível in partnership with Academia Rapport.
The survey, which interviewed over a thousand professionals, reveals a concerning scenario: companies that should be at the forefront of innovation still operate with outdated methods in the area responsible for generating new clients – commercial prospecting, also known as pre-sales.
Pre-sales is the process that precedes the actual sale: it is when specialized professionals identify potential clients, qualify their interest, and prepare commercial opportunities for salespeople. In times of a competitive market, this stage can be the difference between a company that grows and one that stagnates.
“For years, we had to settle for superficial mentions within generic sales studies. It was like trying to understand cardiology by reading about general medicine. We decided to fill this gap because the market deserves precise data to make smarter decisions,” compares Thiago Muniz, CEO of Receita Previsível and professor at Fundação Getúlio Vargas (FGV).
The cost of improvisation: spreadsheets dominate commercial operations
The study reveals that 31% of operations still rely on spreadsheets or improvised systems, instead of professional CRM (Customer Relationship Management) platforms. Among those who use dedicated tools, the concentration falls on Pipedrive (16%), RD Station CRM (15%), HubSpot (13%), and Salesforce (8%), with higher adoption in the South and Southeast regions.
“Finding a third of operations running on spreadsheets is like discovering that hospitals still use paper records to control surgeries. It shows how much this market needs to mature,” analyzes Muniz.
Artificial intelligence: the wasted game-changer
The survey reveals a technological paradox: 65% of prospecting professionals already use artificial intelligence, but in a completely amateurish way. The majority (55%) use only free versions, and 77% rely on self-taught learning. Only 10% invest in paid solutions.
The impact of this difference is dramatic in results: professionals who use paid AI have superior performance – 36% convert over 20% of leads and 11% convert more than 50%, compared to only 17% and 5%, respectively, among those who do not use AI.
“We see here the same pattern of immaturity: those who most need structure are the ones who invest the least in training. AI can be a game-changer, but only if treated with the seriousness it deserves,” observes Muniz.
Bureaucracy paralyzes commercial decisions
The lack of budgetary autonomy is another critical obstacle. Only 26% of teams have complete freedom to decide where to invest. For 31%, direct approval from the CEO is required; another 23% depend on the commercial director. In 19% of cases, teams don’t even control their own budgets.
Paradoxically, the companies that submit expenses to HR – only 2% – are the ones that invest the most: 63% allocate R$3,500 or more per month for technology and commercial intelligence.
“It’s a vicious cycle: those who most need agility in decisions are the ones who least have autonomy. This delays innovations and frustrates teams that could deliver superior results,” says Muniz.
Unequal Brazil: regional differences impact performance
The study also mapped regional differences in commercial structuring. The North, for example, has the highest average number of prospecting professionals per operation (5), while the Northeast operates with leaner teams (2.8).
Regarding revenue, the Southeast concentrates most companies with monthly revenues exceeding R$4.8 million, while the Northeast and Midwest predominate with smaller companies. The South appears with a higher volume of mid-sized businesses, and the North shows a more balanced profile across all segments.
Sectors reveal distinct priorities
The type of market also influences where resources are applied. IT companies invest 47% of their budget in software, while sectors like Health and Education prioritize training. Meanwhile, the Agribusiness, Legal, and Construction still show low focus on technology.
“Product-focused companies tend to invest more in technology and team expansion. Businesses that sell services prioritize training. Organizations operating with both models maintain a more balanced distribution,” explains Muniz.
Misguided investments
The allocation of resources also reveals much about the sector. More than half of budgets go to financial bonuses, even in companies with greater autonomy. In organizations where HR approves investments, there is a greater tendency to allocate funds to events and employer branding actions.
The future of commercial prospecting in Brazil
Despite the barriers, the Brazilian Pre-Sales Survey points out that the sector is in transition. Companies that overcome technological obstacles, gain budgetary autonomy, and structure their processes with more professionalism will have a competitive advantage.
“The Brazilian pre-sales market is no longer a promise; it is a reality in pursuit of excellence,” concludes Thiago Muniz.
