By Megan Virtanen (@MichiFinn12)
It’s 2017. The sales landscape is changing, forcing a lot of the B2B selling process to happen digitally. Today’s B2B sellers need to share high impact content via real-time communication and understand how that content is being used by customers and prospects, all in an easy-to-use format. Therefore, tools that can be disruptive and enable a sales rep to engage with customers in a more interactive and personalized fashion are essential to improving effectiveness (451 Research, 2016).
However, how organizations think about and approach sales effectiveness can start at different places and aspire to different destinations.
There are many variables that come into play, and each organization is different. Those variables are not necessarily in line with how organizations are typically classified – for example, a company with hundreds of sellers but not a lot of complexity in the sale process might require a basic solution. Their needs may be at a much smaller scale than an organization looking to start with very segmented prescriptive recommendations into different regions with user permissions tied to multiple product lines. Their needs would require more advanced solutions.
Sales enablement technology needs to support both paths.
That said, organizations understanding this and embracing this are moving away from a fragmented sales tech stack and looking to technology solutions that can be a single solution. One that can help sellers find and use content, save time and generate revenue, AND one capable of more complex permissions like predicting and prescribing presentations, assets, coaching, and subject matter experts throughout the deal cycle.
This shift in the sales and technology capability landscape combined with a rapidly maturing sales enablement space (Gartner, 2016) is forcing business transformation by extending technology and expertise and broadening a product offering. Herein lies the imminent opportunity within a consolidating market to scale and expand influence needed in order to drive efficiency and fuel innovation.
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