The Covid-19 era has imposed deep transformations on sales organizations, and above all, required them to answer the question of how to manage the recovery in a new normal . A study by the Commercial Excellence Lab at SDA Bocconi has identified the ten areas of action for sales organizations in the post-pandemic future: process redesign, data-driven approach, new customer segmentations, redefinition of roles and structures, experiential sales, omnichannel development, experimental approach, skills review, incentive systems, and performance evaluation. In reference to the first eight areas of action, the strategic guidelines and managerial practices show a marked convergence between companies in different sectors, and thus represent clear trends for the new normal in sales. Yet businesses still seem to be searching for adequate responses to whether and how to modify incentive systems and processes in the future, along with the methods of assessing vendors’ performance.