As enterprises expand their digital sales infrastructure and automate revenue operations, many organizations are discovering that disconnected systems continue to slow deal cycles and impact revenue outcomes. New Conga research highlights how fragmentation across commercial operations remains a major challenge for businesses seeking to scale sales and contracting processes in the age of artificial intelligence.
Conga research examining commercial operations found that 93 percent of companies struggle to move deals efficiently across departments such as sales, legal, finance, pricing, and information technology. The study surveyed more than 1,200 commerce and contracting decision makers and revealed that internal process fragmentation continues to create friction that delays approvals and disrupts revenue generation.
The findings arrive as companies invest heavily in automation, data integration, and AI powered workflows. Despite these technological advances, the Conga research suggests that many organizations still operate with disconnected commercial systems that slow the progression of deals through critical stages such as pricing approval, contract negotiation, and revenue recognition.
According to the report, nearly half of respondents experienced direct revenue impact from these inefficiencies. Forty five percent of decision makers said their organization lost a deal during the past six months due to slow quote approval processes. This delay often occurs when deals must pass through multiple departments and legacy systems before final approval can be granted.
The research also found that fragmented commerce infrastructure makes it difficult for organizations to meet executive expectations around performance and risk management. Nearly eighty percent of respondents said they struggle to meet chief executive expectations related to commercial operations and oversight. Meanwhile, forty one percent reported that revenue forecasting accuracy is weakened by fragmented systems, while thirty eight percent said revenue is lost or delayed because of complex handoffs between systems and teams.
The release of the Conga research coincides with a broader transformation within the company. Conga recently announced a global brand update that unifies PROS B2B and Conga under a single identity. The move reflects the company’s effort to position itself as a platform provider focused on helping enterprises create more connected and intelligent commercial operations.
“Despite advances in AI and automation, it is clear that commercial operations are often disconnected and difficult to scale,” said Celia Fleischaker, Chief Marketing Officer at Conga. “There is a need throughout the industry to line up every part of the commerce chain, from pricing and quoting through revenue recognition and renewal, into a unified view so teams stay in sync and buyers keep moving forward.”
The updated brand introduces a new design and messaging framework centered on the idea that Conga serves as a platform where commerce processes align across departments and technologies. By bringing its portfolio under one unified identity, the company aims to highlight its role in helping businesses connect people, processes, and systems that support revenue operations.
“Businesses know what it feels like when everything is in sync,” said Fleischaker. “Our new brand represents our promise to help customers reach that state more often, and to keep building it into a sustainable, compounding advantage.”
As organizations continue adopting AI powered tools and automated workflows, the Conga research suggests that addressing fragmentation across commercial systems will remain a priority. For many enterprises, creating a unified commerce infrastructure may become essential for improving deal velocity, strengthening revenue forecasting, and supporting long term growth in increasingly complex digital sales environments.
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