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Staying competitive with the digital transformation of sales

  • Posted on June 30, 2016

Digital Transformation

The following is a guest blog post by Dion Hinchcliffe, 7Summits, ZDNet and CXOTalk.

Regardless of the industry that you’re in or the size of your business, sales is the activity that supports the entire organization. It’s how you win customers, drive revenue and create growth – and in today’s digital world, being effective in this area is of paramount importance. Digital transformation is creating an increasingly complex sales environment, with many communication channels and sources of customer data and intelligence, presenting both challenges and opportunities for today’s enterprises.

Digital transformation as a catalyst for change

Historically, a company’s CRM system provided all the information needed on any one customer. Today, however, there are so many touchpoints to keep track of and not enough time to aggregate all of the information – particularly while the salesperson is traveling. This is a great example of one of the scenarios where we have the least effective technology – and therefore the biggest opportunity to improve. Salespeople who are on the road are significantly more effective when armed with a mobile app that automatically pulls up relevant customer information on demand. Wherever possible, we should be looking to create an integrated, automated sales environment.

In addition to the ever-growing proliferation of digital touchpoints, another trend we’re seeing that impacts sales is a more continuous customer experience rather than siloed one. We’re seeing the sales process become more integrated into the customer experience rather than the marketing, sales and operations teams throwing information over the wall at each other. This is exciting because as our functions are becoming ever more blurred, our effectiveness multiplies.

One thing is certain: sales teams can’t meet their quotas and deliver results for their organizations without access to the right tools at the right time. Just as the customer experience needs to be relevant and personalized in order to close the sale or build loyalty, the sales experience must enable sales people to complete transactions quickly, easily and in the manner most appropriate for their needs. Thanks to digital transformation, all of this is possible.

Join the digital sales conversation

That’s why I’m excited to moderate the next installment of #DigitalBizChat, Avanade’s TweetChat series devoted to digital business transformation. This upcoming TweetChat is scheduled for July 13 at 8 a.m. PT/11 a.m. ET and will examine how to improve, empower and enable sales teams using the force multiplier of digital workplace tools. Participants will discuss which practical, actionable steps they can take to remove the friction that impedes sales and create an integrated, automated and personalized sales environment.

Digital sales is an exciting area, one where we’ve only begun to scratch the surface of what is possible. I look forward to having you join us and share your insights and perspectives.

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#DigialBizchat - July 13 at 8 a.m. PT/11 a.m. ET

  1. How has selling changed from 3-5 years ago? What is different today with selling than before?
  2. How is digital business transformation impacting the sales process and cycle?
  3. What are some challenges you’ve seen when implementing a Digital Sales strategy?
  4. How has digital transformed what you need to know about your prospective customers?
  5. How does digital sales impact the customer experience?
  6. How does digital help sell faster and make your sales people’s job easier?
  7. How does enabling digital technologies and processes impact engagement and attrition of your sales team?
  8. Can you share some of your best practices regarding digital sales enablement transformation?

Dion Hinchcliffe is an internationally recognized business strategist, enterprise architect, transformation consultant, analyst and in-demand keynote speaker. He is widely regarded as one of the most influential figures in social business, digital strategy, and enterprise IT. We invite you to visit his website at http://dionhinchcliffe.com/.

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