Softwarization has been a key driver for telecom sales, enabling the industry to break free of its trademarked rigidity and bolstering newer strategic approaches, like omni channel commerce and digital assisted sales. These approaches are driving the sector towards a modern, dynamic and customer focused future. However, numerous challenges impede this journey. By following best practices, telecom companies can enhance their omni channel and assisted sales strategies, enhancing competitiveness in the long run. Way back in 2011, Marc Andreessen, a prominent entrepreneur, technologist, and venture capitalist, famously claimed that “software is eating the world.” If ever there was a statement that encapsulated the future of telecom, this was it. Technology has dramatically altered the face of telecom sales today, which has rapidly progressed beyond traditional channels to more integrated, customer centric and omni channel approaches. These serve the multi fold vision of enriching customer experience while simultaneously streamlining infrastructural frameworks and strengthening operations. Both omni channel commerce and digital assisted sales are two sides of the same coin, and we will independently examine how they have evolved over the last few years. 16-18 Issue-3 Volume-10 Nihit Gupta