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February 26, 2015

Adobe: Tech makes money

Survey reveals the increasing role of technology in sales.

By Alexander Sword

Salespeople are increasingly adopting technology to close deals, according to new Adobe research.

Technology was shown to be increasingly important within the sales process, with 40 percent of salespeople stating that they had used e-signatures to close deals on the move.

Over 40 percent of respondents also claimed to have used file hosting services such as Dropbox, with an equal number claiming to have used web conferencing. An additional 36 percent claimed to have used apps to help with their work.

Quicker adoption was shown among the younger generations. 62 percent of participants over 55 claimed they did not use any technology to close deals, compared to 9 percent of 25 to 34-year-olds.

There were also regional variations, with 49 percent of London salespeople using file hosting, compared to 4 percent in Yorkshire and the Humber. In addition, 38 percent of London respondents claimed to use apps compared to none of respondents from the North East.

Tamara Santiago, senior marketing manager at Adobe, commented: "The rise of electronic signatures and associated technologies are changing the industry landscape, and increasingly, we’re seeing customers become more comfortable conducting business via these tools.

"We’ve seen take-up of new technologies jump amongst sales teams in particular, owing to the huge benefits such tools can have on sales workflows. In fast-paced, target-driven sales environments, embracing such technology greatly eases the sales process and frees up time to chase new deals and revenue."

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The Adobe-commissioned research was undertaken by One Poll, surveying 500 senior sales managers from across the UK.

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