Sales Best Practices

Sales Digital Transformation: Is It Time to Rethink Your Sales Tech Stack?

Sarah Okey, Senior Product Marketing Manager's Avatar

Sarah Okey, Senior Product Marketing Manager

Sales digital transformation is a massive project for organizations to take on. In 2020, we all experienced the abrupt and lasting shift to remote work that made it clear technology is not just a nice to have but the new way we do business. Sales reps quickly adapted to new ways of selling. And suddenly their managers struggled to get visibility into their team’s sales activities.

While recent shifts created more urgency for sales digital transformation, the need has been bubbling under the surface for quite some time. For one, non-revenue generating activities like administrative tasks and spending time in spreadsheets drains valuable time that could be spent prospecting or accelerating deals. What’s more, today’s sophisticated B2B buyers have grown accustomed to a modern (and entirely digital) buying experience.

The good news is that customer experience is one thing competitors can’t copy. And with more and more buyers staying loyal to experience over product or price, the companies investing in customers are the ones that will thrive.

To do this, sales teams must transform into data-driven organizations to connect and close with their target customers. What’s needed to do that? You guessed it — modern sales tools and technology.

The problem is there are thousands of products across the marketing and sales space vying for your attention. As a sales leader, you might be asking, “Where do I even begin?” — or, if you’ve already started looking, “Where do we go from here?” It can be daunting. So let’s start with some basics.

Specifically, we’ll explore why sales engagement should be a critical part of your digital transformation.

Do You Have the Right Sales Technology?

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What Is a Sales Engagement Platform?

A sales engagement platform (SEP) sits at the heart of your tech stack. It syncs your existing workflows across all your disparate tools and channels — from your sales channels (email, phone, text, social, etc.) to your CRM system, and other third-party solutions, including marketing automation and prospect intelligence. Even better, an SEP centralizes all customer communications, sales activity, and data in a single place.

You may be thinking that all sounds good but wondering what it means for you and your team. SEPs deliver value across the entire customer-facing revenue cycle, but here’s a look at what it means for three specific roles:

Account-Based Sales Executives gain efficiency so they’re free to focus on the activities that drive revenue, while technology automates the mundane.

Sales Managers and Leaders get total transparency into their sales process, helping them prioritize engagements that are most effective and create playbooks for key sales roles or workflows, across the entire revenue team.

Sales Development Reps (SDRs) can rely on tech efficiency and intelligence to help them engage more prospects, build more pipeline, and get smarter about where to focus efforts.

Want to learn more? Check out our guide to a Sales Engagement Platform where you’ll get an in-depth look at how it enables more engagement with less effort.

Why is Sales Engagement Critical to Digital Transformation?

As we look forward, we know organizations must adopt a customer-centric approach to deliver predictable revenue and consistently win in the market. It’s also critical for organizations to dynamically respond to new market demands and have stronger connection between strategy and execution.

To deliver a differentiated customer experience, sales teams need to be in alignment, be able to share best practices at scale, and know which messaging to use. Yet, that’s incredibly difficult in the remote environment. Plus, as sales teams grow, it becomes harder and harder to pivot messaging much less control content, generally.

That’s where the latest technology comes in. The right technology allows you to build predictable revenue models, linking strategy to execution. With greater insights, sales organizations can create standardized processes for teams to follow. In-platform analytics tracks activity and gives sales leaders real-time data on how well their team is executing on that model. Plus, with data on sales results, sales leaders can evaluate closed/won opportunities and revenue to understand how well and where the process is driving success.

It’s all part of the bigger picture of enterprise business planning that is crucial to organizational success.

Starting the Path to Digital Transformation

Today, many revenue organizations still rely on a patchwork of highly manual sales tools. If you can relate, just know you are not alone. But that patchwork costs your reps time — or worse, a poor customer experience or an opportunity left behind.

A typical day for your reps may look something like this: They start by checking their ever-overflowing inbox and move on to consult various spreadsheets around their target accounts. From there, they cross-reference your CRM for account history and your content management system for messaging. And then finally, they have all the pieces to begin reaching out to prioritized prospects (that they’ve manually identified). Of course, that’s in between holding already scheduled prospect calls, joining internal meetings, and tracking and logging all their prospecting.

For sales organizations, the future must look different, and we know it can with digital transformation. It’s just a matter of starting down the path. One that will lead to a streamlined sales tech stack and more consistent workflows across all your separate sales tools, allowing reps to work faster and more effectively. So, ultimately, your team can do more with less, whether they’re at the office or working from home.

If you want to understand which processes do (and don’t) work for you today — and how sales engagement helps — it’s as simple as starting with a few key questions…

Download our checklist to help you consider areas where a Sales Engagement Platform can drive value for your sales teams.