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TECHNOLOGY


Digitizing Your Sales… There’s No Turning Back


JEFFREY PIPER


As B2B sellers prepare to manage more deals in a remote environment, they’re making changes quickly, adopting new technology, and mak- ing strategic moves to modernize. A new research report from Docu-


Sign surveyed more than 750 sales professionals to examine the rapidly evolving state of selling processes and priorities. The data revealed key sales trends, including the growing use of technology to deliver bet- ter customer experiences, the ways successful sales teams adapted to re- mote selling, and the need to digitize and automate the contract process. Here’s a preview of some of the key


findings:


Over the past few years, sales teams have slowly and steadily inched toward digital transformation. Then COVID-19 accelerated the digitization trajec- tory. Now, there’s no turning back. So, if your sales team wants to stay competitive, this article – based on a current survey – will give you insights to help you manage the new B2B environment.


20 | JULY/AUGUST 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


THE STATE OF B2B SALES Adjusting to remote operations was difficult for B2B sales teams, and it had a noticeable impact on their ability to hit targets. In years past, a significant majority of B2B sales teams exceeded their targets; in 2020, however, only 20% did so. This suggests there’s plen- ty of potential for teams to improve how they are operating and closing deals in a more digital and remote sell- ing environment. In addition to the challenge of navigating virtual work, sales teams had to grapple with long-standing hurdles over the past year, like cross- departmental collaboration. The research found that sales operations, for example – the most common col- laborator for B2B sales teams – is also their most challenging group to work with. The relationship that B2B sales teams have with the legal department is complex, as well, and this is particu- larly problematic given that any large deal generally requires legal involve- ment – making effective collaboration absolutely essential. Despite the tumult of 2020 and the


challenges it magnified, sales teams continue to use revenue as their top KPI, though quota attainment and profitability were also considered important. Notably, sales teams don’t rely heavily on win rate as a key met- ric, even though it can be a proxy for


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