Winning the Sales Game with the Right Technology Stackby Steven Newman
It seems like every month we’re introduced to a new technology that promises to improve connect rates, increase email engagement, multiply the number of opportunities, and ultimately double sales overnight. Being inundated with the “latest and greatest” technology creates a difficult challenge for sales leaders who are trying to evaluate and implement the proper sales enablement technology stack. They want to find the best and most appropriate tools for their particular sales team.
In golf, manufacturers of clubs, balls, grips and training aids all promise you’ll hit the ball longer and straighter, while increasing your consistency. If these claims were true, everyone would hit 300+ yard drives and carry a single digit handicap. But for those of us non-PGA Tour players, our average driving distance and overall scoring doesn’t typically change in a meaningful way when we purchase the latest and greatest equipment.
To make meaningful change to your golfing abilities alone is nearly impossible. First, you inherently have a bias when assessing your own game, and your filter to discern what technique(s) to use is limited. Not to mention that if you’ve been to the PGA Tour Superstore (or your local retail store) lately, you’ll see your options are too many to calculate.
Instead, if you’re truly looking to improve your game, purchasing new clubs might be an option, but that’s just one piece of the puzzle. The best plan of action is to partner with an instructor with a proven track record who will assess your ability, identify the gaps for improvement, create a road map to success, and then make recommendations on what changes to your equipment are necessary.
That same process can be applied when looking to increase production from your sales team. To do it alone means there will be bias, there will be filters (dominant logic), and it’s impossible to stay updated on all the sales enablement technologies. A recent report from The Bridge Group found that the average of technology tools per sales team was four and the size or type of company made little difference.
You need someone who has been there, understands how to implement change based on evaluating the current process, recognizes the gaps, and knows what’s needed to produce the most attractive ROI.
If that isn’t compelling enough, just consider the last time your organization implemented a new technology, system, or process. How many months did that take? How many people, departments, and time were allocated to launching that change? Typically, we find that it takes an organization up to a year (or more) to conduct the RFP, perform an analysis, handle implementation, and launch the process.
What if you could partner with someone who could reduce that timeline to 90 days? What would it look like to see the results of change and incremental sales revenue nine months ahead of pace?
At MarketSource, we do this every day for our clients. We take a non-biased approach to understanding your business, identifying areas that consume too much time for your sales team, leveraging our technology partners, and using business engineering principles to implement an integrated process (CRM, sales acceleration, coaching tools, etc.) that produces meaningful change.