Head of Sales
At a Swedish B2B company
Weighs more deals against the salespeople’s time, and whether the team will actually use the solution.
Buyer surveys, research, vendors’ price lists and case studies. All traceable to source, population, year and method.
- 1
More customer time for the salespeople, not more activities
- 2
Business outcome before volume
- 3
Understandable logic behind the tool
- 4
That the team actually uses it
“What does a pilot have to show for you to roll it out to the whole team?”
Area by area.
Number of observations per area, and one example from the material.
Objections and obstacles
57Five out of six salespeople said the CRM system does not prioritise customers but treats all tasks equally.
Södertörn University · one Swedish organisation · 2020Budget and cost
27Dynamics 365 Sales Professional is listed at SEK 621.30 per user per month, excluding VAT.
Microsoft · Swedish price list · 2026Buying criteria
27Salespeople describe higher customer demands for measurable return and longer decision times.
Salesforce · sales roles globally · 2026Information sources
2467 per cent said they had used the web to find information during the buying process.
Apsis and Novus · 138 Swedish buyers · 2014Mandate and decision path
15For investments up to SEK 1 million, two to three people usually take part in the decision, and above that four to five.
Apsis and Novus · 138 Swedish buyers · 2014What leads to the next meeting
2A relatively large share of buying processes start with a tip from the personal network.
Apsis and Novus · 138 Swedish buyers · 2014Apsis and NovusSödertörn UniversityChalmersSalesforceMicrosoftLinnaeus UniversityLime Technologies
Synthetic professional role, no real persons or companies. Every observation can be traced to source, population, year and method. Edition 2026-11-11.
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