Sales Transformation in a Digital World - Summary

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Digital has engendered a fundamental shift in the way we behave, think and perform business. One of the most essential transformations for today’s organisations is to adapt to how the customer has changed. This obviously has a massive impact on the salesforce and its methods. The Customer Journey has changed dramatically, becoming far more digitized and needs consistent use of many tools, technologies and methods to effectively reach the target audience.

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Sales Transformation in a Digital World - Summary

  1. 1. Exec Summary Intro Digital has engendered a fundamental shift in the way we behave, think and perform business. One of the most essential transformations for today’s organisations is to adapt to how the customer has changed. This obviously has a massive impact on the salesforce and its methods. The Customer Journey has changed dramatically, becoming far more digitized and needs consistent use of many tools, technologies and methods to effectively reach the target audience. Yet, so many -–especially those coming from mass retail B2C organisations – still rely heavily on traditional CRM (Customer Relationship Management) SFA (Salesforce Automation) approaches and tooling for support. Effective as these solutions may be – if correctly used – in this age of customer empowerment, they will no longer suffice on their own. An integrated customer-enabling approach is the way forward to more cost-effective selling. This document focuses specifically on the renewed role of CRM in the context of adapting to the new Journey standards. The Customer rules Traditionally companies used the AIDA (Awareness, Interest, Desire, Action) approach to convince the customer to buy into their offering. This was based on a push of information and products to the potential customers. With today’s digital reality a major shift has happened where the customer now is empowered to pursue most of his buying journey all by himself. About 70% of this journey today is completely in the hands of the customer, where companies merely can influence, rather than manage or control the customer. The move from “I have a product” to “I can fulfil a customer’s need” Traditional sales is strongly product focused in line with product development’s objectives linked to product based P&L kpi’s. Modern organisation should move into a Customer centric model, trying to answer customers’ needs, and organise processes based on customer experience optimization and solution delivery, meanwhile improving Customers Segments’ profits. To support customer centric based engagement, traditional Siloed Sales supporting tools, should integrate in the full digital context and channel platforms, allowing to share and effectively act upon customer interaction information and triggers. Such hybrid eco systems should stimulate the customer to choose for the company’s solutions and products.
  2. 2. Selecting your CRM system The criteria for selecting CRM systems have been shifted away from purely sales related Features and Functions to capacities in eco-system integration, KPI Reporting, mobility, implementation and total cost optimization. Platform Single view An Enterprise-wide Single Customer view is a core platform component. The discussion typically pops-up whether it should be part of and build in your CRM Salesforce tool or be set-up as a platform integrated functionality. We have seen that in most cases a separate open component will deliver far more added value (and reusability) than a CRM build-in 360° view. Out-of-the-box functionality From experience, the most promising approach is to start implementing CRM based on an out-of-the-box configuration with a minimum level of reporting customization. This approach leads to faster implementation, agile delivery, improved user adoption and a lower overall cost This document is a summary of the full B&D whitepaper which can be downloaded from xxxxxxxxxx

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