B2B sales continue to evolve as buyer expectations grow, and digital-first engagement becomes the default mode of interaction. Customers expect faster responses, consistent communication, and personalised experiences across every stage of the sales cycle. As 2025 ends, 80% of B2B sales engagements are expected to occur through digital channels. With organisations moving toward structured, data-driven sales operations, the need for integrated tools, reliable workflows, and consistent governance continues to increase.
challenges shaping digital sales
The growth of digital buying has expanded the number of touchpoints and reduced opportunities for direct, relationship-based engagement. Many organisations still rely on fragmented systems that use manual updates, static content, and disconnected workflows, making it difficult to track buyer activity in real time. These gaps delay follow-ups, weaken visibility into deal progression, and slow decision-making during complex sales cycles.
Scattered data across email threads, spreadsheets, and standalone platforms restricts forecasting accuracy. Without integrated systems, sales teams struggle to assess pipeline health, identify early risk signals, or adjust strategies when buyer expectations shift. Uneven adoption of digital tools across sales, marketing, and operations creates friction in multi-stakeholder deals, leading to siloed communication and inconsistent execution. Industry-specific complexities can intensify these challenges:
- Technology buyers expect detailed product walkthroughs and real-time comparisons
- Manufacturing buyers often require engineering reviews and multi-stage validation
- Professional services buyers frequently involve procurement, delivery, and legal teams in a single deal
Without coordinated processes, digital sales cycles become longer and more challenging to manage.
key trends in digital sales management
they help eliminate fragmentation, support stronger forecasting, automate repetitive activity, and improve collaboration across the sales cycle.
AI-driven sales forecasting tools
AI-driven forecasting tools analyse historical patterns, real-time engagement signals, and external indicators to deliver more reliable predictions of deal momentum. Machine-learning models adjust these forecasts as new inputs emerge, allowing teams to identify early-stage risks, anticipate slowdowns, and rebalance pipelines with greater accuracy. By reducing reliance on subjective judgement, AI-powered forecasting provides clearer visibility into sales performance and helps organisations prioritise points where effort is most likely to generate progress.
automating sales tasks with AI
AI-enabled automation handles administrative tasks that traditionally disrupt sales momentum. These systems manage email personalisation, follow-up scheduling, CRM updates, meeting reminders, and data entry. Automating these activities reduces manual workload, limits errors, and keeps information current across the sales cycle. When routine tasks run reliably in the background, sales teams maintain smoother stage transitions and more consistent engagement with buyers.
Strong operational foundations, including CRM hygiene, unified data structures, and process alignment across marketing, sales, and fulfilment, support effective automation.
the rise of digital sales rooms
Digital Sales Rooms (DSRs) create a centralised, secure, branded space where buyers and sellers collaborate throughout the deal cycle. These environments provide interactive content, personalised resources, real-time analytics, and a single workspace that consolidates all deal-related materials. DSRs improve transparency, reduce communication gaps, and support coordinated engagement across large stakeholder groups.
The market is growing at a 23.1% CAGR. By offering a unified, insight-rich workspace, DSRs help reduce friction for buyers and create more structured, high-clarity engagement in complex B2B journeys.
the benefits of adopting these trends
Digital sales management trends strengthen operational consistency and improve clarity at every stage of deal execution. AI-driven forecasting enhances prioritisation and supports more confident decision-making. Automation reduces administrative tasks and helps teams maintain reliable execution across channels. Digital sales rooms unify communication, content access, and analytics, promoting stronger coordination and more predictable engagement.
Collectively, these capabilities reduce inconsistency between teams, improve cross-functional visibility, and help organisations manage increasingly complex, multi-touchpoint digital journeys.
operational considerations
Realising these benefits requires alignment between new tools, existing workflows, and underlying data structures. Organisations need clear governance frameworks, accurate data pathways, and defined responsibilities to support scalable digital sales operations.
Successful implementation typically includes:
- Governance models with role-based access controls
- Integration with CRM, analytics platforms, and content systems
- Readiness of sales content across multiple buyer touchpoints
- Cross-functional enablement to ensure consistent tool adoption
Sustaining high-quality digital sales processes requires dependable data, structured workflows, and consistent execution across teams and channels. As organisations implement AI-enabled forecasting tools and digital sales rooms, maintaining CRM accuracy, standardising processes, and strengthening governance become essential.
how can Infosys BPM help with digital sales management?
Infosys BPM provides sales process management services that unify forecasting support, CRM governance, content management, and operational alignment. These capabilities support continuity, reduce execution risk, and help organisations maintain predictable sales performance as digital buying behaviour evolves.
Frequently asked questions
- Why are digital channels becoming the dominant mode for B2B sales?
- How do AI-driven sales forecasting tools improve decision-making for sales leaders?
- What role does AI automation play in day-to-day digital sales execution?
- How do digital sales rooms change complex B2B deal management?
- What operational foundations are critical to succeed with AI forecasting, automation, and digital sales rooms?
Digital channels support faster responses, easier stakeholder collaboration, and on-demand information access, which aligns better with how modern B2B buyers research and evaluate solutions.
AI forecasting ingests historical data and real-time engagement signals to flag risk earlier, improve pipeline visibility, and reduce reliance on subjective judgement in revenue planning.
AI automation offloads repetitive work such as email sequencing, meeting reminders, CRM updates, and data entry, keeping records clean while freeing reps to focus on high‑value interactions.
Digital sales rooms centralise content, communication, and analytics in a single shared workspace for all stakeholders, shortening sales cycles and improving win rates by reducing friction and confusion.
Success depends on clean CRM data, integrated systems, clear governance and role-based access, aligned processes across sales and marketing, and consistent enablement to drive tool adoption.
