Artificial Intelligence (AI) transforms entire sectors of the economy one third of Brazilian companies still manage their sales in spreadsheets. The alarming data is part of the Brazil Pre-Sales Survey, first national study dedicated exclusively to the theme, conducted by the Predictable Revenue in partnership with a Rapport Academy.
The survey, which heard more than a thousand professionals, reveals a worrying scenario: companies that should be at the forefront of innovation still operate with outdated methods in the area responsible for generating new customers ^^ commercial prospecting, also known as pre-sales.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 sale itself: it is when specialized professionals identify potential customers, qualify their interest and prepare commercial opportunities for sellers.In times of competitive market, this step can be the differential between a growing company and another that stagnates.
“For years, we needed 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 accurate data to make smarter decisions”, compares CEO of Predictable Revenue and professor at the Getulio Vargas Foundation (FGV), Thiago Muniz.
The cost of improvisation: spreadsheets dominate business 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 using dedicated tools, the focus is on Pipedrive (16%), RD Station CRM (15%), HubSpot (13%) and Salesforce (8%), with greater adherence in the South and Southeast regions.
“Finding one-third of operations running on spreadsheets is like finding out that hospitals still use paper records to control surgeries.It shows how much this market needs to mature”, Muniz analyzes.
Artificial intelligence: the wasted watershed
The research reveals a technological paradox: 65% of prospecting professionals already use artificial intelligence, but in a completely amateur way. Most (55%) use only free versions and 77% are based on self-taught learning. Only 10% invest in paid solutions.
The impact of this difference is dramatic on the results: professionals using paid AI perform better 36% convert above 20% of leads and 11% convert more than 50%, against only 17% and 5%, respectively, among those who do not use AI.
“We see here the same pattern of immaturity: who needs structuring the most is who invests the least in training. AI can be the game changer, but only if treated with the seriousness that it deserves”, observes Muniz.
Bureaucracy paralyzes business decisions
Lack of budget autonomy is another critical obstacle 26% teams have complete freedom to decide where to invest. For 31%, direct endorsement from the CEO is required; another 23% depends on the commercial director.In 19% of cases, teams do not even control their own budgets.
Paradoxically, companies that submit HR expenses only 2% & 33% & 33% allocate R$3,500 or more per month for technology and business intelligence.
“It is a vicious circle: those who most need agility in decisions are those who least have autonomy. This slows down innovations and frustrates teams that could deliver superior results”, says Muniz.
Unequal Brazil: regional differences impact performance
The study also mapped regional differences in commercial structuring. The North, for example, has the highest average number of prospection professionals per operation (5), while the Northeast operates with leaner teams (2.8).
As for the recipe, the Southeast concentrates most companies with revenues exceeding R$ 4.8 million monthly, while the Northeast and Midwest predominate smaller companies. The South appears with higher volume of medium-sized business, and the North shows a more balanced profile among all segments.
Sectors reveal different priorities
The type of market also influences where resources are applied IT invests 47% of budget in software, while sectors such as Health and education prioritise training. Already the Agro, Legal and Civil Construction they still show a low focus on technology.
“Companies focused on products tend to invest more in technology and team expansion. Already the businesses that sell services prioritize training. Organizations that work with both models maintain a more balanced distribution”, explains Muniz.
Poorly targeted investments
The fate of resources also reveals a lot about the industry. More than half of budgets it goes to financial subsidies, even in companies with greater autonomy. In organizations where HR approves investments, there is a greater tendency to direct funds to employee branding events and actions.
The future of commercial prospecting in Brazil
Despite the barriers, a Brazil Pre-Sales Survey the industry is in transition. Companies that overcome technological barriers, gain budgetary autonomy and structure their processes with more professionalism they will be at a competitive advantage.
“The Brazilian pre-sales market is no longer a promise, it is a reality in search of excellence”, concludes Thiago Muniz.
