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Elevate Every Decision with Digital Inside Sales

Today’s B2B sales function isn’t just competitive, it’s extremely
complex. COVID-19 exacerbated this complexity. Our clients have to be smarter to sell faster and meet buyers on their terms in today’s digital world.

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Elevate Every Decision with Digital Inside Sales

  1. 1. From insights to action, the path to extraordinary value starts here. Elevate every decision with digital inside sales Fast-Track to Future-Ready Performance
  2. 2. Elevate every decision with digital inside sales Copyright © 2021 Accenture. All rights reserved. 2 Today’s B2B sales function isn’t just competitive, it’s extremely complex. COVID-19 exacerbated this complexity. Our clients have to be smarter to sell faster and meet buyers on their terms in today’s digital world. Elevate every decision with digital inside sales
  3. 3. Elevate every decision with digital inside sales More than ever, sales is critical for: • Fueling and achieving operational growth • Achieving operational maturity But to have a future-ready organization, you need a future-ready sales function—one that can lead the entire enterprise forward. The journey begins here and now. Sell smarter and faster with digital inside sales Elevate every decision with digital inside sales
  4. 4. Elevate every decision with digital inside sales Our research reveals there are four levels of maturity: Of all respondents identified Sales and CRM as a top-3 focus for operating model transformation, along with IT/Security and Customer Service. 44% Future-ready organizations need future-ready sales teams Copyright © 2021 Accenture. All rights reserved. 4 Every organization should focus on being future-ready. The select few organizations already in this tier are more efficient and more profitable. But future-readiness in the sales function is, in itself, a goal worth striving toward. Predictive Stable Future-ready Efficient
  5. 5. Elevate every decision with digital inside sales 1.7x Higher efficiency levels for future- ready organizations. More efficient Advantages of being future-ready 2.8x Boost in corporate profitability for future- ready organizations. More profitable It takes work, but it’s worth it: Superior outcomes are a direct result of becoming—and remaining— future-ready. Elevate every decision with digital inside sales
  6. 6. Elevate every decision with digital inside sales Of sales leaders said customer experience is their top business goal, up from 21% three years ago. How future-ready sales teams drive exceptional business and customer outcomes Copyright © 2021 Accenture. All rights reserved. 6 They have: • Overall agility and scalability • Data orchestration that enables relevant, personalized customer experiences • Real-time sales results that inform product innovation that drives repeat business • Extensive, integrated applied intelligence that drives better experiences • Real-time sentiment analysis that notifies salespeople for instant interventions 28%
  7. 7. Elevate every decision with digital inside sales Sales teams are well positioned to achieve operations maturity 77% 77% 73% 73% 73% 72% 61% 61% 60% 65% 67% 68% 71% 74% 74% 75% Analytics Business-technology collaboration Data Agile workforce Leading practices Automation Stakeholder experience AI Currently in wide use or use at scale (Sales Leaders) Currently in wide use or use at scale (All Leaders) Since many sales organizations have the teams and tools in place, they’re uniquely positioned to leapfrog maturity levels—into future-ready. The sales function already embraces several technologies key to operational maturity; where sales is behind, it’s not by much.
  8. 8. Elevate every decision with digital inside sales Don’t sell yourself short 03 02 01 Position sales to leapfrog maturity levels Know the key steps Know the ultimate goal Becoming future-ready is simply a matter of will. Here’s how to do it:
  9. 9. Copyright © 2021 Accenture. All rights reserved. Elevate every decision with digital inside sales Know the ultimate goal Think big, with sales strategy at the forefront 01 9
  10. 10. Elevate every decision with digital inside sales Salespeople should focus on matching the right solutions with the right buyers at the right times. Strategically minded sales executives are ahead of the game in three key ways. 01 Know the ultimate goal Of sales leaders say speed of product and service innovation has significantly improved; 49% say it’s somewhat improved. 24% They: Don’t sell the solution to the customer, they match the customer to the solution 01 02 03 Are quicker to market, understand customers better and close faster Have the right solutions that support the enterprise’s transformational journey
  11. 11. Elevate every decision with digital inside sales Copyright © 2021 Accenture. All rights reserved. 11 01 Know the ultimate goal Elevate every decision with digital inside sales A multinational software company needed to develop a pipeline of qualified sales opportunities in Latin America and the Caribbean. Using an expert sales team of native Spanish speakers and an outbound sales program with standardized process and management structures, the pipeline grew and conversion rates increased. The program adopted inbound opportunity qualification and real-time chat support—and expanded throughout Central and South America.
  12. 12. Elevate every decision with digital inside sales 8% 44% Of sales executives say business-technology collaboration is being used at scale. Of sales executives say the collaboration will be used at scale in three years’ time. Collaborate across business and technology Eliminating barriers between IT and sales fuels innovation. 01 Know the ultimate goal
  13. 13. Elevate every decision with digital inside sales Copyright © 2021 Accenture. All rights reserved. 13 01 Know the ultimate goal Elevate every decision with digital inside sales A multinational technology company launched a Global Demand Center, which monitored customers’ digital activity, triggered Inside Sales interactions and delivered timely messaging relevant to each step of the buyer’s journey. Identified and qualified opportunities moved quickly through the pipeline. In just one quarter, sales doubled, and sales goals exceeded 110%+ for three consecutive years.
  14. 14. Copyright © 2021 Accenture. All rights reserved. Elevate every decision with digital inside sales Know the key steps Automate at scale to augment human talent 02
  15. 15. Elevate every decision with digital inside sales Foster a human + machine workforce. Smart sales technologies to start with include: 02 Know the key steps Advanced lead- generation technologies that allow companies to identify, enrich and qualify better leads. Customization technology that enables sales agents to customize and adapt to client needs in real time. AI-based feedback technology that records sales calls and provides real-time performance feedback so salespeople can improve future interactions. Comprehensive solutions that identify better leads, optimize targeting, predict customer desires and reimagine business processes to yield faster results.
  16. 16. Elevate every decision with digital inside sales Copyright © 2021 Accenture. All rights reserved. 16 An industry leader in IT, network and cybersecurity needed a unified view of the customer. By integrating AI and machine learning platforms with the company’s existing tech stack, sellers gained real-time information during customer conversations. The platform provided continuous business intelligence and ensured each interaction was meaningful and valuable for customers. The company is seeing extraordinary growth in interactions and revenue, particularly with key accounts. 02 Know the key steps Elevate every decision with digital inside sales
  17. 17. Elevate every decision with digital inside sales Increase in lead qualification productivity is possible with automated sales support. The percent of sales executives reporting widespread or full- scale automation has increased 3x over the past three years. That’s a great start—but sales organizations need to pick up the pace. 75% 02 Know the key steps Of future-ready leaders are scaling AI—and pulling ahead of competitors. 38%
  18. 18. Elevate every decision with digital inside sales 73% 02 Know the key steps Of sales executives say they use data at full scale; 100% expect to have data in wide use at scale in three years’ time 68% Say they design their operating model based on data 77% Say that digitization provides insights and decision-making for better business outcomes. Commit to making data-driven decisions with better data Digitization follows data, and digitized leads are an essential enabler of high-quality customer experiences, including a seamless end-to-end process.
  19. 19. Elevate every decision with digital inside sales Of sales executives say they’re using cloud at scale. That’s on par with other functions, but there’s still room to run. 73% 02 Know the key steps Scale cloud investments Cloud infrastructures enhance data and analytics, which enable great customer experiences. The more a sales team can make cloud an integral part of the process, the quicker top-line revenue growth will be realized.
  20. 20. Copyright © 2021 Accenture. All rights reserved. Elevate every decision with digital inside sales Position sales to leapfrog maturity levels Don’t go it alone 03 20
  21. 21. Elevate every decision with digital inside sales Copyright © 2021 Accenture. All rights reserved. 21 03 Position sales to leapfrog maturity levels Embrace a fully digital operating model Every step toward full digitization results in better interactions and better results. For the sales function in particular, increased digitization means greater efficiency and more top-line growth. Elevate every decision with digital inside sales
  22. 22. Elevate every decision with digital inside sales 03 Position sales to leapfrog maturity levels Build ecosystem partnerships Building ecosystem relationships and partnerships can: • Boost performance, talent and innovation • Send the right message of unique capabilities to customers of sales executives rank ecosystem partnerships as a top business goal, while 47% have increased their focus on this as a result of COVID-19. 31%
  23. 23. Elevate every decision with digital inside sales On average, organizations one maturity level higher between 2017 and 2020 were: 7.6% 2.3pp More efficient (lower operating expenses per dollar of revenue) More profitable (EBITDA1 as percentage of revenues)2 Make your move Sales organizations that raise their operating-model maturity will see pronounced benefits almost immediately, with the ability to capitalize on opportunities of every size. The Sales function can only be as successful as its operational maturity, and the same goes for the enterprise as a whole. Sales can and should set an operational maturity paradigm that the rest of the organization can follow, so the future is defined by accelerated growth. 03 Position sales to leapfrog maturity levels 1 Earnings before interest, taxes, depreciation, and amortization 2 Based on Standard and Poor’s Capital IQ 2019 financial data Source: Accenture Research and Oxford Economics Intelligent Operations Survey, 2020
  24. 24. Elevate every decision with digital inside sales Copyright © 2021 Accenture. All rights reserved. 24 Learn more at: accenture.com/FutureReadySales Think Scale Put Enhance Foster Build big and go beyond incremental change automation and analytics, AI and integrated solutions with leading practices a cloud infrastructure at the heart the value of data with technologies that deliver better insights faster a human + machine, specialized workforce complementary third-party and ecosystem relationships Now is the time to leverage a future-ready digital inside sales function. Here’s how: Elevate every decision with digital inside sales
  25. 25. Elevate every decision with digital inside sales Appendix Four levels of operations maturity: Predictive Concentrate mostly on core process improvements and on improving quality and compliance controls. Stable Future-ready Efficient More productive, they incorporate tested methods, such as Lean Six Sigma and process standardization and deploy automation technologies. Focus on how automation can support and augment human ingenuity. They deploy technologies and leading practices with that goal in mind. See increased efficiency and profitability, improved stakeholder experiences and better business outcomes. They are more agile and resilient than others.
  26. 26. DISCLAIMER: This document is intended for general informational purposes only and does not take into account the reader’s specific circumstances, and may not reflect the most current developments. Accenture disclaims, to the fullest extent permitted by applicable law, any and all liability for the accuracy and completeness of the information in this presentation and for any acts or omissions made based on such information. Accenture does not provide legal, regulatory, audit, or tax advice. Readers are responsible for obtaining such advice from their own legal counsel or other licensed professionals. About Accenture Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Interactive, Technology and Operations services—all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 537,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at www.accenture.com About Accenture Research Accenture Research shapes trends and creates data-driven insights about the most pressing issues global organizations face. Combining the power of innovative research techniques with a deep understanding of our clients’ industries, our team of 300 researchers and analysts spans 20 countries and publishes hundreds of reports, articles and points of view every year. Our thought-provoking research—supported by proprietary data and partnerships with leading organizations such as MIT and Harvard— guides our innovations and allows us to transform theories and fresh ideas into real-world solutions for our clients. Visit us at www.accenture.com/research About Oxford Economics Oxford Economics is a leader in global forecasting and quantitative analysis. Our worldwide client base comprises more than 1,500 international corporations, financial institutions, government organizations, and universities. Headquartered in Oxford, with offices around the world, we employ 400 staff, including 250 economists and analysts. Our best-in-class global economic and industry models and analytical tools give us an unmatched ability to forecast external market trends and assess their economic, social andbusiness impact. Copyright © 2021 Accenture. All rights reserved. Accenture and its logo are registered trademarks of Accenture.

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Today’s B2B sales function isn’t just competitive, it’s extremely complex. COVID-19 exacerbated this complexity. Our clients have to be smarter to sell faster and meet buyers on their terms in today’s digital world.

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