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.
Companies are spending 20 billion dollars a year on sales training, according to the American Society of Training and Development (ASTD) – 20 billion! Yet almost ¾ of those companies say that they’re not getting the ROI they expect from their sales training. A large part of that is because companies are not responding to the trends and shifts in sales training. They’re not understanding how learning is happening today.
The following is a transcription from DSG’s recent webinar "Revolutionizing Sales Playbooks" featuring Sharon Little, Sales Enablement Analyst at SiriusDecisions and Tanner Mezel, VP of Strategy & Marketing at DSG. Or, you can watch the webinar recording. The following has been edited and condensed for clarity.
For those of us on a calendar fiscal year, it's that time to begin planning for 2016. What will be the big ideas for driving growth? How will we enable our selling organization to align with those strategies? We’re seeing a number of our clients begin the planning cycle in the September – October timeframe. If you're in a sales, marketing, or enablement function, here is a framework for thinking through sales enablement requirements tied to your specific big ideas for growth in 2016.