Adobe Study: Companies Behind with Sales Enablement Strategy (Commentary by Cary Sherburne)
Wednesday, September 24, 2014
Press release from the issuing company
Despite overwhelming confidence strategy is “on the right track,” less than 30 percent of companies are actually implementing sales enablement solutions
SAN JOSE, Calif. - Eighty-nine percent of sales and marketing managers believe their company is on the right track in regards to its sales enablement strategy, but believe a shift in approach (U.S.: 57%, U.K.: 54%, GR: 40%, FR: 61%) is needed to stay successful, according to research released today by Adobe. Driving this confidence is evidence of improved sales effectiveness and increased sales volume, however, in an increasingly mobile environment where pitches and deals are made and closed on the go, less than 30 percent of companies are actually implementing sales enablement solutions that allow teams to adapt to this technological evolution.
The findings are detailed in Closing the Deal: The State of Sales Enablement, a survey of more than 1,000 business-to-business sales and marketing executives across the U.S., U.K., Germany and France. The study provides insight into sales managers’ attitudes and beliefs about their company’s sales enablement strategy—how traditional sales practices are evolving, what’s needed to improve sales effectiveness and the role of digital tools and mobile technology in shaping the future of sales.
“Historically, sales success was driven by a sales rep’s ability to manage the customer conversation from first engagement to final deal. But with technology advancements, customers are now more in control. They have access to information about products, pricing options and the competitive landscape at their fingertips, long before they meet with a sales rep,” said Nick Bogaty, head of digital publishing at Adobe. “Today’s successful organizations are those that implement digital tools to help reps have more informative customer conversations about product and services that add value to the sales discussion. These same sales organizations are also continuously measuring and refining the effectiveness of sales tools and the selling approach to ultimately close deals faster.”
Better Strategy, Better Bottom Line
Mobile Leads the Future of Sales Enablement
Mobile sales enablement tools are fundamentally changing the nature of enterprise sales (U.S.: 84%, U.K.: 86%, GR: 76%, FR: 66%) and are important for any effective enterprise sales strategy (U.S.: 87%, U.K.: 85%, GR: 75%, FR: 69%). Commitment to mobile sales enablement solutions is high based on the potential to shorten sales cycles (U.S.: 84%, U.K.: 86%, GR: 74%, FR: 68%) and companies point to mobile apps (U.S.: 76%, U.K.: 78%, GR: 75% FR: 50%) and the Web (U.S.: 68%, U.K.: 68%, GR: 67% FR: 79%) as their top investment priorities.
Optimism High for Sales Enablement Solutions to Drive Bottom Line
Over the next 12 months, companies are planning to increase their use of sales enablement solutions to train sales staff (50%), create mobile apps to facilitate sales in the field (50%) and identify leads (50%). And, spending on sales enablement solutions is predicted to continue to increase over the next three years with Germany showing the most long-term potential (U.S.: 65%, U.K.: 56%, GR: 71%, FR: 65%).
Commentary by Cary Sherburne
The Adobe Sales Enablement research has both good news and bad news for the printing industry. Be sure to read the Adobe blog and our recent interview with the Buffalo Bills for more detail.
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