BI Trends

Farewell to "I'll Have to Get Back to You on That”

Everything has gone mobile, and our instant-gratification, on-demand culture will tolerate nothing less. Why then do the worst-performing sales leaders still expect their reps to populate the CRM with clunky, non-native interfaces? 
On the other hand, take a look at how Best-in-Class companies from Aberdeen’s research are winning more deals, faster, and with stronger margins:
 

This post is guest authored by Peter Ostrow, VP & Research Group Director of Customer Management and Sales Effectiveness at AberdeenGroup.

How often, as a consumer of real-life goods and services, are you motivated to buy some music, make a tee time, or transfer funds to your children (my unfortunate favorite), but decide to wait on the transaction until you are sitting in front of a desktop or laptop PC, comforted by wireless connectivity?  Chances are this occurs far less frequently on a steady curve to zero, because everything has gone mobile, and our instant-gratification, on-demand culture will tolerate nothing less.

Why then do the worst-performing sales leaders still expect their reps to populate the CRM with clunky, non-native interfaces; to develop proposals with 20th century tools ill-fitted to any screen smaller than 15”; to “update the forecast by end-of-week, or else;” to have to get back to their customer after checking inventory later in the day; and essentially to bear the burden of being the poor schlub salesperson who is more handicapped by their sales operations team and technology, rather than enabled to quickly compete and seal the deal?

On the other hand, take a look at how Best-in-Class companies from Aberdeen’s research are winning more deals, faster, and with stronger margins:

If you ask James Tom, Senior Director, Sales Strategy for AutoTrader, the value proposition for any sales organization not entirely focused on inside sales is this: “In the field, time is money. “ Amen to this simple but mission statement-worthy mantra every sales leader should adopt, and which data published in Deal Management Mobilized: How the Best-in-Class Close the Sale Anywhere, Anytime, with Any Device heartily validates.  Every item in the chart above speaks to the requisite efficiencies that our remote and field sellers must have in place, if they are to compete in today’s hyperactive, “hidden sales cycle”-dominated marketplace. 

A lot of this value proposition comes down to the well-worn “consume versus create” concept around content generation and distribution, that has so effectively been monetized by countless social media properties.  In the context of sales operations, it translates into a few must-haves that are necessary support vehicles for your sellers:

  • The CRM environment must be just as “do”-friendly as “see”-friendly.  In other words, any data manipulation or viewing that used to be easier on a PC, at home or at the office, after the road trip…now needs to be just as seamless an experience, and hopefully more so, from your rep’s mobile device. Most CRM platforms offer some semblance of this capability out-of-the-box, but few are properly data-enhanced without some extra help.
  • Despite the traditional view of the sales persona as a selfish, stay-away-from-my-territory lone wolf, team-based selling is alive and well.  The sharing of calendars, content, social buzz, and strategies are essential connectivity tools for every stakeholder linked to a deal.
  • All of this needs to be OS-native (not just browser-friendly), seamless among all common form factors, and cloud-based.
  • Sales forecasts are more important than ever to the enterprise as a whole; all of the other lines of business that are dependent on an accurate vision of pending activity – supply chain, procurement, human resources, logistics, etc. – are running their own lean and just-in-time operations based on what the sales team implies will eventually happen.  As we know from Sales Analytics: Data-Driven Forecasting for Better Quota Attainment, Best-in-Class companies are more in sync with reality based on predictive analytics capabilities of contemporary forecasting solutions, and as a result are far more adept at knowing when to hold ‘em, and when to fold ‘em. Don't force your sellers to wait until they are connected to contribute to, and provide logical weighting of, the enterprise sales forecast.
Comments Blog post currently doesn't have any comments.
Security code
custom.divId_social-share_Class_icon-block-groupM