Even at the Sales 2.0 Conference, one of the premier international events for top B2B sales leaders, some sales leaders still wonder what “Sales 2.0” is, exactly. More important, they wonder how it can help them increase sales and become leaders of better, more effective sales teams.
There are many different stakeholders involved in the sales process: salespeople, sales managers, marketing managers, sales operations managers, and customers. All these stakeholders are preoccupied by value:
- Customers demand value in exchange for their money.
- Sales managers demand value from their salespeople.
- Salespeople demand value in return for sales closed.
- The company demands value from the sales and marketing teams.
- The sales operations manager demands value from every technology investment.
Although even experts still debate exactly what the term means, most would agree that Sales 2.0 represents a holistic approach -- including a combination of technology, people, and process -- to build a sales force that delivers consistent, predictable value to customers at the right time. Here are two basic ways to understand how Sales 2.0 accomplishes this.
First,Sales 2.0 solutions allow companies to quickly and accurately measure the value their sales and marketing teams create. This means that managers and directors can hold sales and marketing teams accountable for their actions and results. For example, lead scoring holds salespeople more accountable when it comes to prioritizing their time investments. Marketing analytics show how many leads marketing campaigns create. Sales analytics show how many leads are converted into opportunities and how many opportunities will turn into sales.
Second, Sales 2.0 solutions increase the effectiveness of customer engagement. In the old model of selling, it was customary for salespeople to cold call and interrupt prospects at the salesperson’s convenience. In the world of Sales 2.0, salespeople can choose to engage only those prospects who have a documented interest, meaning they’ve left their digital footprints on your company’s Website.
New Sales 2.0 technologies allow salespeople to engage prospects as they share information across social media sites. Salespeople know that it is easier to reach prospects via content shared on Twitter, YouTube, or LinkedIn than by conventional email. Sales 2.0 solutions allow salespeople to connect with prospects and customers across multiple communication platforms while improving the targeting and timing of each engagement.
Companies that are still wired to the old selling model will have to pay the heavy price of lost productivity, since they are wasting their salespeople’s time, as well as their prospects’ time. These companies are destined to become victims of change.
To learn more about how high-growth companies have deployed Sales 2.0 processes and technologies, sign up for the London Sales 2.0 Conference
on June 3.
Gerhard Gschwandtner is the Founder and CEO of Selling Power and the publisher of Selling Power magazine. He is the regular host of the Sales 2.0 Conference. Follow him on Twitter @gerhard20.