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across the team from the onset of the sales process.


INCREASE YOUR ALIGNMENT WITH MARKETING It’s never been more important to align marketing and sales functions. B2B buyers are doing more research and expect more relevance and person- alization from their interactions with vendors – whether that’s with market- ing or sales. Nearly all of them make purchasing decisions based on chang- ing business needs and priorities. In this 2021 buying environment, marketers must revisit segmentation, ideal customer personas, and jour- ney mapping to better support sales teams in the effort toward increased personalization. This needs to be an ongoing process, as we can undoubt- edly expect the environment and expectations to continue to change.


SALES AUTOMATION The value of integrating sales auto- mation into virtual channels is at an all-time high. These tools allow sales teams to automate planning, content selection, and reporting tasks to free up time to focus on maximizing en- gagement with customers and pros- pects. With the right sales technology stack, sales effectiveness and produc- tivity can be increased two-fold or even more by providing sales teams with the right tools, information, and content at the right time.


ENGAGEMENT METRICS Measuring seller activity and engage- ment is the ideal alternative for sales leaders who cannot meet with reps face to face. Where outcomes can be challenging to manage, the right sales technology stack makes it possible to manage behavior and activity. In today’s environment, remote sales leaders are best served devel- oping a quality scoring system that measures customer engagement with each individual rep. One place to start would be to determine what the ideal situation looks like in terms of cus- tomer advocacy, quality of interaction,


content sharing, and other relation- ship health metrics. Publishing this for the team and all stakeholders will help them understand what the team’s sales leaders are looking for and will allow the use of analytics to build composite metrics that quantify and track customer engagement quality on a customer and account level. 


Harry Kendlbacher is CEO and managing partner of Global Performance Group, which helps sales professionals success- fully close business faster. Connect with Harry on LinkedIn.


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2020 was the year of rushing to enable virtual sales channels. 2021 is the year of mastering it.”


VIDEO: THE #1 PROBLEM SALES LEADERS FACE IN 2021


SELLING TIP Opportunity Relies on Creativity


Have all the really good opportunities been exhausted? You don’t have to be in high tech to find good, promising opportuni- ties. Every day, 200 Americans become millionaires – 200! Is there an opportunity for you? Let’s say every day Americans buy 50,000 flat screens, watch 1.5 billion hours of television, and put up 1,000 backyard satellite systems – every day. Each day, we use more than seven billion gallons of water flushing toi- lets. Find a way to improve on that and look what you could do for water conservation – besides making yourself successful! Tomorrow, maybe 1,700 new corporations will be formed and at least 300 women will go into business for themselves. And some of the most popular ideas are not high-tech ideas. Even


today, Barbie dolls still sell, along with 55,000 or so accessories for her. There’s always room in the market for new ideas. Just think of all the tech companies and products that didn’t exist even 10 years ago. In selling, numbers matter – but so does creativity. So put on your thinking cap before you go out to sell.


– CHUCK REAVES SELLING POWER MARCH/APRIL 2021 | 11 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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