Most Brazilian companies faced significant difficulties in achieving their sales targets in 2024: 72% did not meet the established goals, according to the Marketing and Sales Outlook 2025, released by RD Station, a business unit of TOTVS. The study shows that, despite market optimism – with 87% of companies projecting growth in 2025 – there are significant bottlenecks that need to be overcome to ensure consistent results. For the survey, more than 3,800 professionals from companies of different sizes and sectors from all regions of the country were interviewed, in addition to billions of data points from RD Station tools.
One of the main challenges identified is the low adoption of technological tools in the sales sector.58% of the companies that participated in the study still do not use a CRM (Customer Relationship Management)., which compromises data centralization, metric analysis, and the efficiency of sales processes. This number has remained high in recent years, highlighting a critical gap in the digital transformation of business operations.
Another concerning point is thelack of clear sales methodologiesMore than half of the teams do not adopt any structured approach, while only 13% have a documented sales playbook. Furthermore, 27% of companies did not even measure their average conversion rate of opportunities into sales in 2024, which makes it difficult to identify areas for improvement in the sales funnel.
Regarding the contact channels, theWhatsApp continues as the main means to engage leadsat the beginning of the funnel, being used by74% of the companiesin 2024. However, many organizations still face difficulties in integrating this channel with other tools and measuring results effectively. Strategies with multiple channels, combining WhatsApp, phone, email, and video conferences, are considered essential to improve conversion rates and reduce missed opportunities.
The lack of response from the client was identified as the main reason for lost sales (38%), followed by factors such as price (33%) and unqualified leads (33%). These data reinforce the need for more robust and aligned processes, as well as frequent training for sales teams.
The study also addresses the relationship between Marketing and Sales teams, revealing that only18% of companies consider this connection satisfactory, although there have been advances compared to the previous year. Furthermore,57% of companies do not have a defined SLA (Service Level Agreement).among the teams, while 69% of marketing teams monitor sales results. Investing in integrated processes and shared tools, such as CRMs, has proven to be an effective strategy to improve lead conversion and achieve goals.
Challenges, opportunities, and emerging trends for 2025
The Marketing and Sales Panorama 2025 also highlightsemerging trendsthat promise to transform the commercial sector. Among them are the more efficient use of WhatsApp integrated with other channels (50%), the application of Artificial Intelligence and process automation (42%), and the strengthening of social selling (37%). Furthermore, 36% of companies identify data analysis as a priority for more accurate decision-making.
To overcome the challenges, the main opportunities for improvement include more training and updates for the teams (41%), defining or reviewing sales methodologies (35%), and greater use of Artificial Intelligence to optimize processes (33%). Data centralization and the integration of tools, such as CRMs, were also highlighted as essential strategies to increase operational efficiency and improve the customer experience.
"The research shows that, although the market is optimistic about the future, there is still much work to be done to structure processes and leverage the full potential of available technologies. Tools like CRMs, automation, and data analysis are no longer differentiators – they are basic requirements to compete in an increasingly dynamic and demanding environment," says Gustavo Broilo, Sales Director at RD Station.
Check it out hereto access the complete Marketing and Sales Panorama 2025.
