Join Brad Holmes and I for a look at what can be done to drive sales results in a down economy. Forrester views "Sales Enablement" as a cross-functional disipline requiring product, marketing, and sales teams to work together to optimize results.
If you (and the CEO) thought that investment was "the answer" to improving sales performance, we have some bad news. There is no such thing as a sales effectiveness silver bullet.
While, there are many different types of organizations that claim they can help you improve your sales productivity, few of these solutions can offer measurable gains in productivity on their own. For example:
•CRM vendors argue that implementing their software will help you drive more business by providing better structure to the sales process and improving the accuracy of your forecasting.
•Sales training firms suggest that you can improve your sales fundamentals by teaching a common sales methodology and best practices.
•Market intelligence firms claim that better and more up-to-date information about market trends and your competitors' actions will do the trick.
However, companies that have implemented these solutions report that they are not realizing the desired impact of these investments.
Why are sales and marketing professionals working harder and longer than ever before? Why are they seemingly in a constant firefighting mode, moving from one fire drill to the next, one meeting to another?
On August 27th, Forrester hosted the first Sales Enablement roundtable in the industry focused on addressing challenges related to profitable growth objectices for large enterprise technology companies.
Assembling a balanced group of sales and marketing executives, through one lens the session could have been viewed as an economic summit. Added together, the total revues of the participants exceeded $350 Billion.To put that into perspective, that would make our panel the 27th largest economy in the world right behind Greece, but ahead of Denmark.
Thanks Tom for such a nice introduction. My cheesy music reference (quick, name the band) aside, Tom and are are the two heads of the product managment and marketing beast. His focus is on building the right product, mine is on bringing it to market.
So, let’s start with something simple – how do you get that blasted sales force to use your stuff?