LinkedIn Report Highlights Tech Shift In Sales

According to LinkedIn’s newest report ‘The State of Sales 2017’, which surveyed more than 2,000 Canadian B2B sales professionals and decision-makers, almost half of all sales professionals (45 per cent) surveyed expect their company will increase technology investments in 2017, an increase from 31 per cent in last year’s study. What’s more, for top salespeople that exceed their projected target revenue by more than 25 per cent, this figure jumps to 58 per cent.

What else did the ‘State of Sales 2017’ report uncover about sales pros’ use of new technologies?

  • CRM tools like as Salesforce and Microsoft Dynamics are now used by 39 per cent of millennials, compared to 28 per cent of Baby Boomers.
  • Younger sales professionals are also championing collaboration apps at a higher rate. Applications like Box, Google Docs, Microsoft Office 365 and Dropbox are more frequently used by millennials with 49 per cent using them, compared to 40 per cent of Generation X, and 22 per cent of Baby Boomers.
  • Thirty-four per cent of millennials are using enterprise communication tools such as Salesforce Chatter and Slack. In contrast, only 18 per cent of Baby Boomers are using these tools to talk internally with colleagues.
  • Fifty-eight per cent of millennials regularly look up sales professionals on social media, compared to 49 per cent of Generation X and 24 per cent of Baby Boomers.

For more information, you can read the full study here and the blog post here


To examine these trends and take stock of the state of sales technology today, LinkedIn commissioned CensusWide, a global research fieldwork and consultancy company, to conduct this year’s State of Sales 2017 report. Two online surveys were conducted between April 13th – 28th. The first was to a sample of 1000 professionals from Canada who primarily work in B2B sales. The second was a sample of 1001 business decision makers from Canada who have influence over purchasing decisions. Both samples were aged over 21 years old and employed at companies of different sizes and functions.



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