Sales Enablement Emerging As Top Priority As Reps Struggle To Sustain Dialogue With Changing Buyer
BtoB companies' inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company, according to IDC.
With BtoB buyer behavior continuing to evolve, industry research points to an emerging skills gap within sales organizations, as reps are finding it more difficult to sustain a dialogue with prospects. These trends have pushed sales enablement to a top priority for BtoB organizations are challenged to empower sales teams to deliver relevant, high-touch interactions.
“Buyers are saying they have critical timeframes that have to be met, and the sales folks they are working with are not meeting these timelines,” noted Michael Gerard, VP Sales Advisory Service, IDC. “It might be the result of sales folks dropping the ball, or a lack of skills. Don’t overlook the fact that it might be a lack of support within the organization. We have to help make those connections.”
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The benefits of integrated marketing automation are extending into new areas of measurement, according to new research from The Lenskold Group. In addition to having improved visibility into ROI metrics, the new study found BtoB organizations employing automated solutions also have a greater probability of having highly effective and efficient marketing strategies.