Digital transformation has a profound impact on sales performance, influencing how companies engage with customers, manage sales processes, and drive revenue growth. One critical aspect is the use of Customer Relationship Management (CRM) systems as part of digital transformation initiatives. CRM systems help organizations gather, analyze, and leverage customer data effectively, leading to enhanced customer understanding and personalized sales strategies (Aghakhani et al., 2021). These systems enable sales teams to track customer interactions, manage leads, and deliver tailored solutions, ultimately improving sales performance by increasing customer satisfaction and loyalty (Fornell, Mithas, & Morgeson III, 2022). Additionally, CRM systems integrated with AI and predictive analytics capabilities can provide valuable insights into customer preferences and buying behaviors, empowering sales professionals to anticipate customer needs and offer timely and relevant recommendations, thereby driving higher conversion rates and revenue. Another key area where digital transformation impacts sales performance is through the adoption of sales automation tools and technologies. Sales automation tools streamline repetitive tasks, such as lead nurturing, email campaigns, and follow-ups, allowing sales teams to focus more on high-value activities like building relationships and closing deals (Choudhary, 2021). These tools also facilitate data-driven decision-making by providing real-time analytics and performance metrics, enabling sales professionals to identify trends, optimize sales strategies, and allocate resources effectively (Rajkumar, Rao, & Singh, 2021). By automating routine processes and leveraging data insights, organizations can improve sales efficiency, productivity, and overall performance, leading to increased sales revenue and profitability. Moreover, digital transformation enables businesses to adopt an Omni channel sales approach, providing customers with a seamless and consistent experience across various channels, including online platforms, mobile apps, social media, and physical stores (Schwab, 2020). This integrated approach ensures that customers can interact with the company through their preferred channels, leading to higher engagement levels and improved customer satisfaction (Turban et al., 2021). By leveraging digital channels effectively, organizations can expand their reach, target new market segments, and capture sales opportunities that were previously inaccessible, thereby driving overall sales performance and revenue growth. Digital transformation facilitates continuous learning and skill development within sales teams, empowering them to adapt to evolving market trends, customer preferences, and technological advancements (Davenport, 2021). Through online training programs, virtual workshops, and digital collaboration platforms, sales professionals can enhance their knowledge, acquire new skills, and stay updated on best p