The sales force is more important than ever

We spend a lot of time talking about marketing, as we enter a data-driven era.

At the same time the good old breathing and hardworking sales professional remains under-served with insights to improve sales force effectiveness. He has yet to benefit from the data-driven era. In particular when it comes to the B2B segment – the segment I am most familiar with.

With seemingly unlimited marketing insights and the advocated importance of social media, one wonders whether companies need sales people at all.

Guess what, they are more important than ever!

In this HBR article (https://hbr.org/2015/08/what-salespeople-need-to-know-about-the-new-b2b-landscape): “The sales force is more important than ever. Regardless of which path customers take, or in which order they take them, they want to deal with people who can help them move toward a purchase decision, be the internal champion at the vendor, and bring it together for that customer. In fact, B2B buyers report that, compared to other sources of information, these interactions are the most influential in their decision making process”.

 

 

Time to bridge the marketing-sales gap

The article touches upon ‘improving coordination between sales and marketing’. I see it on a daily basis – in many companies marketing and sales are not properly aligned, often have different incentives and little understanding of each other’s challenges. With many of our (B2B) customers, we see company owners getting worried about increasing marketing costs, not yet yielding sufficient sales. They no longer want to hear about the next Top 3 things to do, they want their sales to monetize the investments made.

Indeed, what often started with the most digital savvy employee being tasked to improve the look and feel of a website, has grown into a sizeable budget spent on a variety of experiments. Leaving company owners with the uncomfortable question whether the investments made will eventually yield sales.

 

Towards a data-empowered sales force

Let’s put our beloved sales professionals in the spotlight. They deserve it. Because, when it comes to B2B sales, it is a very tough job indeed!

We do need data-empowered sales professionals.

And while helping them out, it is good to remember sales professionals like focus, are pragmatic, love ‘simple things’ and actionable tooling. It is nice to know marketing has tripled the number of visitors on their company’s website, but if they do not know whom to call it is of no use to them.

Marketing and sales are to complement each other more than ever. All too often they coexist.

Enjoy the weekend – with hopefully lots of Tender Loving Care!

Brian Bogaerts – Co Founder and CEO at Beelert

A few other team blogs
Sailing to success
Can you bridge the gap
Uw website als effectief kanaal voor New Business
Once you go black… 
Beelert now the proud new Software Partner of Reasonnet! 
Need for Speed
Beelert recognised for its R&D activities
Een tikkeltje ongewoon. Alsook uitermate essentieel.

This article first appeared in Linkedin on Aug 14, 2015.

Related Post

How can I strengthen my...

As we partner with companies that resell Beelert, we see that they have some...

Sell more with Beelert in 3...

You are the sales expert and know your market better then anyone else and that’s why we...

How to find out who has...

This is a question we get very often: How is it possible that I can see the company which...

Can you bridge the gap...

Article first appeared in Linkedin on May 27, 2015. While your very first company...

We hebben een website! Vertel...

Menig B2B bedrijfsleider is zich (tot op zekere hoogte) bewust van de kansen en...

Een tikkeltje ongewoon....

Enthousiasme. Nu de ‘Digital Natives’ stilaan het roer van onze ondernemingen...

Leave a Comments