While Artificial Intelligence (AI) transforms entire sectors of the economy, a third of Brazilian companies still manage their sales in spreadsheets. The alarming data is part of the Brazil Pre-sales Research, the first national study dedicated exclusively to the topic, conducted by Receita Previsível in partnership with Academia Rapport.
The research, which surveyed 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reveals a concerning scenario: companies that should be at the forefront of innovation still operate with outdated methods in the area responsible for generating new customers – commercial prospecting, also known as pre-sales.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 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 studies on sales. It was like trying to understand cardiology by reading about general medicine. We decided to fill this gap because the market deserves accurate data to make smarter decisions,” compares the CEO of Receita Previsível and professor at Fundação Getúlio Vargas (FGV), Thiago Muniz.
The cost of improvisation: spreadsheets dominate commercial operations
The study reveals that 31% of operations still rely on spreadsheets or makeshift systems instead of professional CRM (Customer Relationship Management) platforms. Among those using dedicated tools, the focus is 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 hospitals still use paper charts to track surgeries. It shows how much this market needs to mature,” analyzes Muniz.
Artificial intelligence: the wasted watershed
The research reveals a technological paradox: 65% of sales professionals already use artificial intelligence, but in a completely amateur way. The majority (55%) only use free versions, and 77% rely on self-taught learning. Only 10% invest in paid solutions.
The impact of this difference is dramatic: professionals using paid AI have superior performance – 36% convert more than 20% of leads and 11% convert more than 50%, compared to only 17% and 5%, respectively, among those not using AI.
“We see the same pattern of immaturity here: those who need structuring the most are the ones who invest the least in training. AI can be the watershed, but only if treated with the seriousness it deserves,” observes Muniz.
Bureaucracy paralyzes commercial decisions
Lack of budget autonomy is another critical obstacle. Only 26% of teams have full freedom to decide where to invest. For 31%, direct approval from the CEO is necessary; 23% rely on the commercial director. In 19% of cases, teams do not even control their own budgets.
Paradoxically, companies that submit expenses to HR – only 2% – are the ones that invest the most: 63% allocate R$3,500 or more per month for technology and business intelligence.
“It’s a vicious circle: those who need agility in decision-making the most are the ones with the least autonomy. This delays innovations and frustrates teams that could deliver superior results,” says Muniz.
Unequal Brazil: regional differences impact performance
The study also mapped regional differences in commercial structure. The North, for example, has the highest average number of prospecting professionals per operation (5), while the Northeast operates with leaner teams (2.8).
Regarding revenue, the Southeast concentrates most companies with monthly revenue exceeding R$ 4.8 million, while the Northeast and Midwest have predominantly smaller companies. The South has a higher volume of medium-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 allocated. Companies in IT invest 47% of the budget in software, while sectors like Healthcare and Education prioritize training. On the other hand, Agribusiness, Legal, and Construction still demonstrate a low focus on technology.
“Companies focused on products tend to invest more in technology and team expansion. Companies that sell services prioritize training. Organizations that operate with both models maintain a more balanced distribution,” explains Muniz.
Misspent Investments
The destination of resources also reveals a lot about the sector. More than half of the 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 Brazil Pre-Sales Research indicates that the sector is in transition. Companies that overcome technological hurdles, gain budgetary autonomy and structure their processes more professionally will have a competitive advantage.
“The Brazilian pre-sales market is no longer a promise, it is a reality in search of excellence,” concludes Thiago Muniz.
