Gartner – Chief Sales Officer Report Q4/2020
Gartner has just released its new “Chief Sales Officer” report. The headline article discusses what the key priorities are for Sales as we head towards 2021. The good news for Digital Distance customers is that our portfolio completely aligns with these outcomes and we’re ready to go!
Gartner says that “In the immediate aftermath of COVID-19-related disruptions, most sellers scrambled to close already advanced deals and doubled down on existing customers”. They go on to explain “that sales organisations soon realised that existing customers couldn’t offset the anticipated revenue loss from new customers”. Subsequently, there is a renewed focus on new customer acquisition.
What the research tells us
The Gartner research, compiled from interviews with Chief Sales Officers and Sales Leaders, makes for insightful reading. A key question they ask is “What are the top three initiatives that you would classify as most critical to the success of your sales organisation over the next six months?”
Based on their findings, Gartner published the following:
There’s no time like the present, so where will you focus?
Digital Distance has a portfolio of services designed specifically with initiatives such as these in mind.
Our raison d’être aligns perfectly with the two principle initiatives Gartner calls out as most commonly critical with 49% and 41% of the poll respectively.
Digital Distance helps customers execute against such initiatives, delivering success in 2021 and beyond.
1. Accelerating Early Pipeline and Lead Generation - 49%
Lead generation For Your New Customers
Our Leading Sales With Insight training underpins successful:
- Demand generation activities
- Segmented marketing campaigns
- Strategic account growth
- Early sales-stage customer engagement
This provides a deep dive into leading with insight and commercial teaching skills enabling the delegates to “teach your customer” something they don’t know about their own business. This challenges their current thinking and causes them to sit up and take notice.
Pipeline growth in Your Existing Accounts
For organisations wishing to accelerate pipeline and lead generation into their existing account base, our Account Growth Accelerator is designed to do exactly that. Our specialists have deep expertise in the change required to drive account growth in the digital age. We provide a tailored collaboration session that facilitates the design led thinking required to achieve an effective and executable account plan. We follow up with regular support sessions and agile best practice activities as required. The opportunity for adjacent and breakout growth is there in 2021 and we can help you execute.
2. Focusing Enablement Support (e.g. Tools, Technology,Training) to Support Virtual Selling or Buying - 41%
Upgrade Your Sales team
Our Distance Selling Training for Sales teaches a wide range of techniques enabling your sales team to navigate a remote sales engagement effortlessly. Uniquely, delegates get to apply their new skills directly onto your live sales opportunities, providing an immediate and positive impact. We also demonstrate how to drive momentum into the customer’s decision making process. This avoids the dreaded “do-nothing” option and compels them to action. The skills taught will enable your sales team to differentiate themselves in the eyes of your customer by the way they engage in the customer’s buying process.
Elevate Your sales support team
Our Distance Selling Training for Sales Support online virtual training course equips your sales support professionals with the core skills with which to differentiate themselves in the customer buying process. Once trained they can support their sales colleagues in winning the complex B2B virtual sale. Delegates will practice their new skills using a mix of exercises and role play. Successful sales is a team sport and the skills learnt here will make your team the winning team.
ENable your sales engine
We have world class sales enablement tools and methods. We can develop your Win Strategy, ready your team for Customer Interaction, drive Win Rate Improvement, and create Winning Proposals. Our portfolio is supported by a suite of digital tools and is designed specifically for virtual engagements.
3. Driving Effectiveness of Global and Key Account Programmes - 29%
Your Key Accounts
For organisations developing programmes to maximise their share of wallet in their existing account base, our Account Growth Accelerator is designed to achieve exactly this. Our specialists have deep expertise in the change required to drive account growth in the digital age. We provide a tailored collaboration session that facilitates the design led thinking required to achieve an effective and executable key account programme.
If you are struggling to bring the strength of your wider company to bear on your key and growth accounts then this is the service for you.
4. Redesigning the Sales Organisation (e.g. Shifting to Inside or Virtual Sales Roles) - 28%
Upgrade Your Inside sales engine
Our Distance Selling Training for Sales teaches a wide range of techniques enabling your inside sales team to navigate a complex B2B remote sales engagement effortlessly. Uniquely, delegates apply their new skills directly onto your live sales opportunities, providing an immediate and positive impact. We teach and practice how to achieve a higher level of engagement with your customers using virtual media. We demonstrate how to drive momentum into your customer’s decision making process so as avoiding the dreaded “do-nothing” option. The skills taught will enable your sales team to differenciate themselves in the eyes of your customer by the way they engage in their buying process.
5. Improving Customer Retention and Loyalty - 26%
Keeping it fresh
Too often incumbent suppliers are accused of not being innovative enough, or are tarnished with being lazy. Our Account Growth Accelerator is designed to turn this situation on its head. Our research led approach matches your customer’s key business challenges with your portfolio. We provide a tailored collaboration session that facilitates the design-led thinking required to achieve an effective and executable set of actions driving account growth and cementing customer loyalty.
Becoming your customer’s trusted advisor
Our Leading Sales With Insight training helps “teach” your customer something they didn’t know about their own business. It elevates you amongst their suppliers as you demonstrate new, exciting, and importantly, challenging propositions. Your customer will sit up and take notice, feeling compelled to act.
6. Mapping or Updating Buying Journey to Capture Changes in Digital/Virtual Buying - 22%
Take control of the cutsomer’s buying process
“Taking control” means bringing your knowledge to the customer to drive a desired outcome. Leading with commercial insight you discover what they need and help them overcome objections and complications whilst navigating alternatives.
Our Distance Selling Training for Sales teaches a wide range of techniques enabling your sales team to navigate and take control of a remote sales engagement. Uniquely, delegates apply their new skills directly onto your live sales opportunities, providing an immediate and positive impact. The skills taught enable your sales team to differentiate themselves in the eyes of your customer by the way they engage in their buying process.
7. Improving Sales Analytics Capabilities (e.g. Deploying Analytics Platforms, Upskilling Team) - 22%
Win/Loss Analytics drive up win rates
Our Win/Loss Analysis Programme utilises our analytics tools to assess your sales performance in the eyes of your customer. We specialise in obtaining actionable insight ensuring you benefit from our findings immedaitely.
We identify corrective actions and quick wins as well as areas for future transformation.
Where appropriate we integrate the win/loss analysis programme within your CRM function, embedding the findings in your systems and processes.
8. Improving Alignment With Other Functions (e.g. Marketing) to Meet Customer Expectations - 21%
Becoming your customer’s trusted advisor
Our Leading Sales With Insight sales training is ideal for marketing professionals driving Customer Insight led campaigns.
It provides a deep dive into leading with insight and commercial teaching skills enabling the delegates to “teach” the customer something they don’t know about their own business. This challenges their current thinking and causes them to sit up and take notice.
With Maketing providing the insight and Sales taking this to your customer,s your sales engine will be set up for success.
Digital Distance is ready and able to engage quickly. We provide scalable and virtual assistance as required. Please contact us for a free consultation and to discuss your specific requirements for a great start to 2021.