Most B2B companies care about and invest in their sales culture, but often forget the importance of building a sales leadership culture. Their best sales reps are promoted into a sales management positions, but continue to focus on all the activities they did so well as a sales rep, like closing deals. Meanwhile, only the top performers on the sales team are doing well, and the rest are just supporting the manager. No one taught the sales manager how to enable the sales team to generate higher revenue by focusing on coaching, leading, and developing their sales team.
Anthropologists are looking carefully at signs of evolution, caused by changes to the fitness landscape brought about by the digital revolution. Right before our eyes, we can see a new species emerge. The new species of salesperson is outselling the older ones. Move over, Homo Salesii. Make room for the Homo Digitalis Salesus.
Digital Selling is transforming the process of selling. Sales teams now need to handle themselves very differently from even five years ago, and the next few years are going to be a turbulent time to be in sales as new patterns emerge. The old way of selling isn't going to be enough. Bruce Lee's movies used to be the guilty pleasure of my youth. Great martial arts action, lots of bad guys, and some cool kung fu. But Bruce Lee was also a philosopher, and he wrote his little stories into the script.
Digital disruption is all around. Every product, software, and services company has jumped onto the bandwagon, promising digital nirvana, whether they understand it or not. But telling isn't selling. There are serious gaps in the sales organizations when it comes to "selling digital," especially in tech companies that are supposed to be at the leading edge of this change. There's a separate problem with how sales itself is being disrupted by digital, a class of problems we should call "digital selling," which will be the topic for another discussion.
Our core focus with our clients is helping them transform their demand generation. When we see according to our survey that less than 20% of B2B marketers in enterprise clients say they are effective with demand generation, this is a clear call that things need to change. We work with our clients to develop strategic demand generation programs that align people, process, content, technology and data to that of their buyers and they way they purchase.