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Sales and Channel Transformation

Customers are rapidly shifting how they learn about and buy products and offerings. At the same time, the tools, data, and analytics that direct sales activity are becoming dramatically more sophisticated. It’s time to transform the go-to-market approach by taking these factors into consideration.

The Four Major Trends Affecting How Sales Forces Work

Business leaders understand the importance of effective selling, but they are faced with a rapidly changing environment around how customers engage and buy, as well as new competitors who are going to market in different ways. This is due to four major trends that are affecting how sales forces work.

  1. Data-Driven Selling. A digitally savvy marketplace requires advanced marketing analytics, process reengineering, mobile strategies, and deeper analytics.

  2. Digitization. Customers are accessing more information online and, in several cases, interacting with, trialing, or even purchasing the product without ever interacting with a seller. Further, a sales force equipped with the right information and anytime, anywhere connectivity can be more responsive and make faster decisions than one that relies on fixed communications.

  3. Globalization. Expansion into emerging markets requires local strategies and an investment in local talent and resources.

  4. Rebalancing Go-to-Market. Some industry leaders are moving away from expensive field-sales models toward digital and inside sales.

The Benefits of Sales Transformation

It’s time to transform the sales force by merging these new trends with the still powerful, traditional sales force levers of customer targeting, time on task, and messaging. . Focused frontline transformation efforts can:

Uncover opportunities for improvement

There are many untapped opportunities to increase sales efficiency and effectiveness. Solving key strategic, operational, and organizational sales issues can help businesses thrive in challenging environments.

Generate tremendous value

Companies spend a significant share of revenues on sales. Improving sales effectiveness can directly translate into additional revenues. It can also free up resources that can be used to create value elsewhere in the business.

Optimize sales efforts

The sales function is strongly linked with other company functions, such as marketing and services. True sales transformation requires behavioral changes among managers and staff in these areas. Reducing complexity across the organization can lead significant growth.

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