The 2020 pandemic has served as an accelerator for changes in the way B2B buyers interact with sellers. Buyers need sellers to exceed expectations with every interaction on their favorite – and increasingly digital – channels. Modern revenue leaders recognize that the buying ethic shifts from building face-to-face relationships to the virtual facilitation of purchasing decisions. Inside sales is nothing more than sales, and with that comes a tsunami of innovation in the form and scale to which revenue teams create extreme value, share insights, deliver insights, orchestrate change, generate insights. data and manage vendors with technology.
The sales engagement strategy has become a practice to engage buyers and convert those activities into revenue. Business engagement includes the various interactions (e.g. digital, virtual, in person, by phone) that sellers have with buyers. While traditional selling is informed by intuition, modern engagement is informed by data. The sales engagement strategy charter is about simplifying how sellers can dynamically engage buyers in a hybrid world, resulting in experiences that drive revenue. The strategy’s success has been so largely positive with pipeline building use cases that sales engagement has blurred the lines between digital demand generation and prospecting.
Designing, orchestrating and executing business engagement requires vision and leadership collaboration. Its design requires a holistic view of the different scenarios and triggers that make a seller engage with a buyer, and vice versa. Orchestrating business engagement requires collaboration across the revenue function: sales, marketing, customer success, empowerment, and operations. Execution results in role-specific behaviors enabled by technology. Within high growth companies, leaders and teams have emerged to defend this strategy with innovative titles such as “Revenue Orchestration”, “Growth Enablement” and, of course, “Sales Engagement”.
A business engagement strategy has 10 components: messaging, content, channels, technology, data, workflow, touch models, activation, metrics, and management. While many of these components of a go-to-market framework are not new, the main innovation of a business engagement strategy is the deliberate effort to interweave each component with workflows that don’t. ‘never existed before, a heavy reliance on automation for execution, and constant testing for optimization. As a result, sales engagement platforms have become cutting edge technology to help revenue managers meet this imperative, and new teams are forming to execute it.
COMMERCIAL ENGAGEMENT SUCCESS FACTORS
Key factors for a successful sales engagement strategy, as stated by sales managers, include automation, personalized messaging, a defined strategy, and an effective sales engagement manual and process. These results indicate the importance of constant cross-functional collaboration between marketing, sales, operations, and empowerment to clearly design and deploy strategy.
MAIN CHALLENGES OF THE SALES COMMITMENT
The major business engagement challenge is content strategy, followed by partnering with marketing and having an effective business engagement manual and process in place.
REASONS TO SELECT CURRENT SALES ENGAGEMENT TECHNOLOGY
The primary reasons executives have chosen their current business engagement providers are clear: seller-centric user experiences, integration across existing technology, streamlined or value-added workflows, and automating those workflows.
THE MAIN CHALLENGES OF SALES ENGAGEMENT TECHNOLOGY
Sales engagement managers cite their main challenges with technology as reporting and analytics and platform content management. Even a basic sales engagement strategy requires a significant amount of effort and resources to develop the content necessary to meet the tactile models that make up a sales engagement strategy, while the gaps in reporting and communication The analysis are mainly rooted in the attribution of performance.
The Sales Engagement Strategy, powered by Sales Engagement Platforms, is changing the way revenue teams envision creating experiences that exceed buyers’ expectations. We see it in increased revenue efficiency, a predictable pipeline, and shorter ramp times for new sellers. Sales engagement technology will continue to innovate; vendors in this market are already investing in capabilities such as conversational intelligence, opportunity management, and deal management. Artificial intelligence and machine learning models are automating more and more human processes, making recommendations and performing specific activities.
Innovation in the sales engagement strategy will also continue to reshape sales support resources. We see it in the increase and growth of account-based sales and the orchestration of activities directed to three different groups across five different channels with the goal of getting a single meeting. We see it in organizational design investments to combine demand generation and sales activation into a single, cohesive team. We see it in the way managers are increasingly using new metrics to manage performance and coach their teams.
With market dynamics continuing to evolve, combined with the success organizations have already experienced, the sales engagement strategy is one of the top trends for sales teams in 2021.