Overcoming Barriers to Deploying Sales 3.0 Strategies

in Business Strategy, Sales Strategy pdsouza

Have you leveraged Sales 3.0 technologies in your sales organization? Have you deployed any yet? Or have you found yourself having to rethink some of your projects because they were not going as planned?

Based on my experiences (and I typically work with companies that generate less than $50 million in annual revenue), every company has its own set of issues to deal with. Here are three potential problem areas to watch out for.

#1: Organizational Structure

The new breed of marketing and sales tools to which we have access today allow us to engage with clients in very different ways. Our ability to impact and improve the customer experience warrants that we revisit and redesign how we are structured. Take a step back and review your organizational structures to determine if they support the new approaches you can take to engage and serve your customers. Are you engaging with your prospects and building relationships of trust during your marketing activity? Has the sales process begun?

Start with your go-to-market strategy and chart your new customer journey. Do this in a vacuum regarding your current organizational structure. Once you have charted your customer journey and have a good understanding of the tech-stack needed to engage them, review it against your current organizational structure. Does it map? You might need to redesign your organizational structure to map to the new Sales 3.0 go-to-market strategy.

Your Sales 3.0 strategies will lean heavily on your tech-stack, so make sure your people teams are structured to pick up from where they drop a customer off for you to interact with. Break down your traditional organizational silos and align your people teams. You might also want to compensate your staff differently so they show up to serve your clients who are engaging with your brand.

Remember: There are no sales cycles anymore – just buying cycles – and your sales strategies and sales processes need to map to them.

#2: Disconnected Tech-Stack

The best way to orchestrate an effective customer experience is to integrate all your data. Think continuity and compatibility. It is getting easier, but it still takes some effort to make sure you have continuity of data and information to ensure your customers have a good experience engaging with you and your brand. Your technical teams can figure this out, but ask them to integrate applications and give you access to the data so you can design effective customer journeys and monitor customer engagement.

Very often IT systems are focused on the needs of specific departments and they miss the big picture of focusing on the customer and their “experience.” So start linking your departments together structurally and then redesign how your technology systems will serve your new business model and your go-to-market strategy. It’s about having the right tool set.

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