Joining us for today’s show is Steve Bonvissuto, the Executive Director for Innovation at MarketSource. Steve answers questions out of SBI’s How to Make Your Number in 2018 to share his deep knowledge of strategic sales systems. To follow along flip to the Sales Strategy section and turn to Phase 3, Systems found on page 417.
Today, we’re going to demonstrate how to improve the productivity rates of the sales team with smart sales systems design.
Why this topic? Too much technology and the reps never ever meet with customers because they become data entry clerks. Too little technology and the reps waste countless hours administrative tasks that could have been automated. You kind of think about revenue growth, it sits between these two extremes.
Steve is uniquely qualified to speak on this topic with 30 years of experience transforming strategy and translating that into results for Fortune 500 companies. Listen as Steve demonstrates how to build a sales technology strategy that will drive revenue growth and help you consistently make your number.
In the first segment of the program, Steve shares the use-case of his company to illustrate the demonstration. We begin with discussing the extent to which technology is changing sales performance.
This dialogue delves into three different lenses of sales enablement. One lens being about the process in which people work, and the importance of an efficient and streamlined process to ensure the effectiveness of any technology. Another lens being the focus on driving productivity using the skills of the sales teams. This lens hones in on the strengths and weaknesses of sales teams and identifying where instructional design needs to be applied to increase the team’s skills and acumen.
The final lens is about technology and making sure technical productivity is as high as possible. Making sure that when we look at sales enablement technologies we’re increasing our productivity, reducing time, and increasing quality. Steve explains how to deal with the confusion that the proliferation of technologies poses to a sales force:
It’s typical that see customers in this analysis paralysis phase, and for us, it’s all about learning. We look at where in the funnel are we trying to have an impact; is it the top of the funnel, middle of the funnel, bottom of the funnel? Then, what is exactly we’re trying to accomplish? Are we increasing the skill or acumen? We like this idea of failing fast and developing a use case and trying something quickly. So, for us it’s about testing as many products as we can, developing those use cases, and seeing what the outcome is. Within 30 days, we can determine whether something fits in our environment or a customer environment.
The second segment of the show focuses on demonstrating how to improve the productivity rates of your sales team and the usefulness of sales outsourcing using smart sales system designs. Steve addresses sales tech integration and importance of a company’s CRM.
If you think about the customer life cycle all the way from creating demand to servicing a customer for life, your CRM is a key component of that. You want your sales force or CRM to be a tool that your people want to use to do their job, not just another task they need to do at the end of the day in order to get credit for an activity. I would suggest that most companies look at their CRM and make sure that they’re designing it in a way that serves the needs of each individual role in the sales organization. Then, bolt on tools are going to serve each of the areas of the funnel: predictive analytics on the front end, lead scoring tools front end, so that you have the highest possible quality leads and you’re focusing on the right prospects and the right personas.
We end the show discussing the question, “What is the best approach for the audience to determine the budget for sales technology?” Steve provides guidance on how to reduce the cost of sales enablement technology to further increase profit and sales efficiency.
Have expectations gone up and left you wondering if you have the right strategies to support your revenue growth goals? Here is an that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate your Sales Strategy against SBI’s emerging best practices to find out if:
- Your revenue goal is realistic
- You will earn your bonus
- You are set-up for success in 2018