though – what do you do with all that data? Inaccurate or irrelevant data can overwhelm your team and get in the way of successful digital transforma- tion, especially when there’s no easy way to act on the insight you get from all that data. Don’t be data driven just for the sake of it; be data driven to solve a problem your organization has. That is the true essence of digital transformation.
THE FIVE KEYS TO SUCCESSFUL DIGITAL TRANSFORMATION A successful digital transformation in sales requires the organization to fully accept and adopt technology, thus making the transformation a funda- mental concept of the organization’s key strategy. If your organization isn’t prepared or equipped for the change, your sales process and performance will likely remain the same despite investing in all the cutting-edge sales technologies. To drive a successful digital trans-
formation, sales and revenue teams need the tools that do the following.
1. De-Silo Your Data Siloed data can prevent your organi- zation from successfully transforming digitally. Not only does siloing data lead to inconsistencies in the data over time, but it also discourages collaborative work – one of the core elements of successful digital transfor- mation. So, how do you de-silo data? • Change your company culture: The first step to de-silo data is to change your company culture. Let your sales team know and un- derstand the need for data to be de-siloed.
• Centralize data: De-siloing data means pooling all the relevant data into a central data bank optimized for effective analysis. When your data is homogenized, your team finds it easier to access, sync, and analyze data at any period.
• Integrate data: Successfully integrating data can help your organization prevent future data silos. The best way to do this is
to integrate all your data into your CRM.
2. Capture All Data to Your CRM After you have de-siloed your data, you need to capture all relevant data to your CRM so your sales team has a shared “source of truth.” Once your team can easily access the data it needs, without any hassle, your team will find it much easier to collabo- rate, perform, and drive the desired results. This also helps maximize rev- enue and significantly de-complicate the sales process.
3. Give Optimal Visibility You can’t fix what you can’t see, so the first step toward a successful digital transformation in sales is arming your team with tools that give visibility into workflows, pipelines, processes, and people. Team members should be able to tell who is doing what, when and how they are doing it, and find other data that make tasks less com- plicated across the board.
4. Provide Insight and a Way to Act on It
So, your team already has all the data and visibility they need, but what do they do with all of these? In such cases, your team needs tools and technolo- gies that not only help them gain more insights from all the data collected and synchronized, but also help them make better decisions and take timely actions. If you want to learn more about turning data into insights, this webinar is a great resource. Recent technologies have de- veloped the concept of “Signals” – which alert teams on the right actions to take based on insights. This removes the need for your team to always guess what to do and, instead, make decisions and act based on data-driven conclusions.
5. Put Everyone on the Sales Team in Sync with Each Other One of the main obstacles to success- ful digital transformation is that there is no easy way to have two-way com-
munication between the sales team in the configurative field and the sales ops for timely constructive feedback. This is why it is crucial to work toward aligning all teams around a shared source of data and sales goals. Once all teams are in sync, driving the desired change and results will be as easy as pie.
But how do you put everyone in the sales team in sync with each other, especially if it’s a large team? Here are some practical ways to handle it: • Clearly define your revenue plan and the strategy to achieve it. This makes it easier for all teams to work toward the same goal and strategic direction.
• Integrate your CRM system with your inbox, calendar and other customer communication channels. This helps all teams easily organize and work with the complete data.
• Set up a system that allows you to implement and track changes. Whether you are working with a small or large sales team, you need a system that makes it easier to implement changes, keep up with changes within the cycle, and even measure the impact of these changes on your forecast. This is where Signals come in handy, as they allow your sales team and organization to easily do just that.
THE BOTTOM LINE When done right, digital transforma- tion can make a huge positive impact on your sales team and organization. It can help your team focus on the tasks and activities that drive actual results. However, you may end up doing your sales org more harm than good if you don’t get it right, because (if we are being honest) true digital transforma- tion is easier said than done, but not impossible to achieve.
Gal Steinberg is VP of Partnerships and Strategic Alliances at Revenue Grid and has years of experience in close coopera- tion with Salesforce to generate aware- ness and monetize the company products through channels and alliances.
SELLING POWER NOVEMBER/DECEMBER 2021 | 31 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
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