The first step is accepting the reality that any significant change in sales behavior and skill will require a minimum of 18-24 months to become a reality. Sales and Marketing leaders often struggle to come at sales transformation in an integrated, systematic way. Change is often pursued through disconnected initiatives like product training, sales skill development, sessions, leadership workshops, and posters.
Sales transformation is the alignment of every sales channel with strategies for driving growth. We like to call those strategies for driving growth the "big ideas." Organizations typically come up with significant shifts in focus that can create big growth but also require a big change in sales focus, in sales behavior, and in sales skill. A simple way to think of sales transformation is moving from defining what is going to change to achieve growth to figuring out how to make the change stick.
We’ve watched hundreds of B2B organizations succeed as well as fail at Sales Transformation. Sales Transformation cannot happen in organizations where leaders underestimate the level of change required or underinvest in Sales. Here’s our Top 10 list of how to get change management with Sales Enablement right:
There is definitely a lot of complexity to this issue of aligning your sales channels with your growth initiatives. The 4 core areas that must be connected are strategy, messaging, process, and leadership. We find that when organizations take a step back and say “How do I make this growth initiative practical?”, they can accelerate the implementation of their best ideas.
So your strategy is right. Your messaging is right. And you feel great about your sales process. What is your plan for sales leadership and coaching? We all know you can nail the strategy. It can be truly compelling messaging. It can be a well-defined process that is fully integrated into your CRM system. But, implementation of your growth initiative is at risk if managers don’t coach to and reinforce your messaging and processes.