Tiếng Việt
日本語Sonix has just completed a survey of 200 Vietnamese SMBs on the state of sales management in 2026. The results reveal a wide gap between the level of tech adoption many people assume is happening, and what’s actually going on inside the sales departments of small and mid-sized businesses. This is the full report, backed by real data, so you can see exactly where your company stands compared to the broader market.
Table of Contents
💡 Core insight: The biggest problem for Vietnamese SMBs isn’t “not having a CRM” it’s not knowing what they’re losing by not having one. 78% of surveyed businesses don’t know their actual deal close rate a far more concerning number than simply not using any software at all.
SURVEY BACKGROUND
Why did Sonix run this survey?
While consulting on Salesforce CRM for Vietnamese SMBs, Sonix noticed that most businesses have no clear benchmark to compare how well they’re managing sales against others in their industry. Many business owners assume their company is a “special case” that doesn’t need a CRM yet, when in reality, most businesses of similar size are facing the exact same problems.
To answer this with data instead of assumptions, Sonix surveyed 200 Vietnamese SMBs across trade, services, and manufacturing about how they currently manage their sales process in 2026.
SURVEY RESULTS
The state of CRM in Vietnam 2026: the overview
These four numbers paint the clearest picture of how Vietnamese SMBs are managing sales today:
67%
Still use Excel as their primary CRM tool
78%
Don’t know their actual deal close rate
45%
Lost at least one major deal due to missed follow-up in the past 6 months
12%
Currently use a cloud-based CRM
“The most concerning number in this survey isn’t the 67% using Excel it’s the 78% who don’t know their own close rate. You can’t improve what you don’t measure.”
Analytics team, Sonix Vietnam
BARRIERS
Why haven’t Vietnamese SMBs adopted CRM yet?
When asked why they haven’t adopted a dedicated CRM, three reasons accounted for most of the responses:
| Reason for not adopting | Share of responses |
|---|---|
| Cost | 41% |
| Too complex to implement | 33% |
| Don’t see the need yet | 26% |
Notably, the “don’t see the need yet” group (26%) largely overlaps with the group that doesn’t know its actual close rate (78% above) when you can’t measure the problem, it’s hard to recognize you need a solution for it. This is a pattern commonly seen in broader reports on global CRM adoption from Salesforce, not just in the Vietnamese market.
ANALYSIS
The real cost of managing sales with Excel
Excel isn’t a bad tool it just wasn’t built for tracking and nurturing a constantly moving sales pipeline. When leads are scattered across multiple files on multiple computers, missing a follow-up at the right moment becomes almost unavoidable which is exactly why 45% of surveyed businesses have lost at least one major deal simply due to a lack of timely follow-up.
On the other hand, the 12% already using a cloud-based CRM said the biggest benefit wasn’t “having more features” it was never losing track of a deal, since every lead, email, and appointment gets tracked and reminded automatically in one system.
SUMMARY
Summary: the state of CRM in 2026
| Metric | Survey result |
|---|---|
| Using Excel as primary CRM | 67% |
| Don’t know actual close rate | 78% |
| Lost a major deal from missed follow-up | 45% |
| Using a cloud-based CRM | 12% |
| Top barrier: Cost | 41% |
Want to see the full report and find out where your company stands?
Download the full report with an industry breakdown (trade, services, manufacturing) and specific benchmarks to compare against your own business – completely free.
💬 Message “REPORT” to get the full report, or book a free Salesforce CRM consultation today.
Sonix — Your success is our happiness.
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