What Makes a Digital Sales Tool Truly Powerful?
An effective digital sales tool isn’t just a supplement to a salesperson’s daily work—it’s the foundation that makes sales run smoothly. It should provide real-time access to all necessary data in one intuitive platform, allowing salespeople to:
-
Review a customer’s purchase history and current needs
-
Generate offers and apply discounts on the fly
-
Navigate the product range and present items professionally
-
Receive upsell and cross-sell suggestions based on past purchases
-
Automate heavy, manual tasks
-
Create structure and clarity that streamlines customer conversations
With everything—customer history, statistics, product details, and upsell recommendations—available in one place, salespeople can act as trusted advisors rather than mere order takers. They can proactively guide the customer, improving both the quality of communication and the overall sales experience.
Technically, there are many ways to achieve this, but the key is that the tool must align with your sales processes. For example, if you sell configurable products, a user-friendly product configurator can become a central and essential part of the customer’s buying journey.
Kickstart Your Digital Sales Transformation
When digitizing your sales process, it’s important to start strategically. Consider your sales team’s daily routine: What systems do they use? Where are the bottlenecks? What features or insights are missing?
​
A strong starting point is building a solid data foundation through your ERP or OMS, which serves as the backbone for many sales tools. From there, you can integrate solutions such as:
-
Offer generators and discount engines
-
Dashboards with customer data and key metrics
-
Product presentations and configurators
-
Integration with PIM and e-commerce platforms
Start simple: test, evaluate, and expand gradually. It’s not about digitizing everything at once—it’s about improving the most important part first: the interaction between salesperson and customer.
​
If you’re unsure whether a digital sales tool is worth it, ask yourself: how much time and resources are spent daily, weekly, and monthly on manual order management?
​
If that number makes you pause, it’s time to explore optimization. Successfully digitizing your sales processes can deliver hours saved, higher efficiency, an improved customer experience, and a more productive, satisfying workday for your sales team.
Kasper Møller
Digital Strategy & Growth Lead
Many B2B salespeople still spend too much time on manual tasks that could be better spent engaging customers. Modern sales tools provide an intuitive digital foundation, enabling more meaningful conversations, saving time, and boosting both the customer experience and your bottom line.
At Novara, we first explored digital sales tools back in 2017.
​
It’s no surprise that the sales function in modern B2B companies has evolved—and that digitalization can play a significant role in supporting it.
​
Yet change takes time. Many B2B companies still don’t see a strong business case for replacing manual processes. After all, “it works,” and other investment priorities often feel more urgent. But the potential savings from streamlining order reception and processing are substantial.
​
Technology has advanced, including AI-driven solutions, opening up opportunities to move sales functions and order flows into dedicated systems—like an OMS (Order Management System)—that integrate more seamlessly with modern architectures than traditional ERP systems.
​
By equipping your sales team with the right tools to manage orders, track customer history, and access sales data, you free them to focus on what they do best: building strong customer relationships and closing relevant deals. This not only makes the sales role more attractive but also enhances the customer experience—and the savings from reducing manual work impact your bottom line directly.
Free the Salespeople from the System
You probably know them: the B2B salesperson with a calendar full of meetings and a genuine desire to make a difference for their customers. They want to be the trusted advisor who makes clients feel seen and understood. Yet too often, their time is eaten up by navigating outdated systems, tracking down old orders, or manually calculating quotes—instead of focusing on meaningful sales conversations.
​
This is still the reality (albeit slightly exaggerated) in many B2B companies, consuming unnecessary time and energy. The good news? Digital solutions exist to tackle this exact problem.
​
When salespeople have access to intuitive digital sales tools, they can spend their time where it matters most: engaging with customers. Less time is wasted preparing pitches, creating offers, or following up on inquiries.
​
Instead, they can focus on delivering the best possible sales dialogue, armed with insights from previous purchases and suggestions for next orders. The result is calm, efficiency, and energy in a busy workday—benefiting both salespeople and customers. Fewer errors, faster processing, and more relevant recommendations directly improve customer satisfaction.
​
We may sound a bit like salespeople ourselves—but that’s because we believe in the power of digitizing sales processes. And with AI, even more tasks can be automated and streamlined, creating value for both the sales team and the customer experience.
Boost Sales Efficiency, Delight Customers
To back up these claims, Deloitte reports that 78% of American B2B leaders see their customers demanding a more digitalized sales process. In Denmark, only 20% of B2B companies have online sales, placing the country 6th in Europe. This shows that much of B2B selling still happens through direct dialogue—where digital sales tools can make a real difference for both salespeople and customers.
​
A study by ZS, a leading American consulting firm, found that digitizing the sales organization can boost productivity by up to 40%. Digital tools reduce the time salespeople spend on administrative tasks, freeing them to focus on customer interactions and revenue-generating activities.
​
Digital solutions such as CRM systems or mobile applications also significantly improve customer satisfaction in B2B. For example, research published in AISM showed a 31% increase in customer satisfaction in the wholesale industry after introducing digital tools—thanks to better visibility, faster order processing, and fewer errors.