I regularly speak with companies that are chasing after sales execution excellence, despite having used SFA systems for multiple years. SFA systems are well suited to capturing sales activity, and for giving access to information on accounts, opportunities and forecasts. But they are less well-suited to be engines of sales execution.
Effective sales execution requires a combination of training, sales methodologies, and tools. Of these, companies should value SPM capabilities that improve how sales representatives gather and retain knowledge about their products, competitors, industry trends, etc.
Gartner has recently evaluated several SPM technologies that result in more effective sales processes. They improve the natural selling abilities of salespeople through ongoing development, monitoring, training and coaching — in short, by generally increasing their skills and knowledge. For example, new training technologies based on behavioral science are disrupting traditional training technologies. Sales performance monitoring technologies that use big data and business graph techniques improve how companies monitor, analyze and enhance their sales execution.
The training solutions are promising because they move training tools closer to the point of need. The sales performance monitoring solutions build correlations and benchmarks that uncover sales effectiveness trends and reveal optimal selling techniques.
For more information, see “Evaluate Emerging Sales Performance Management Technologies to Improve Sales Execution“
Predicts 2019: Data and Analytics Strategy
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