Press Release: Companies Behind with Sales Enablement Strategy in US and Europe, Adobe Study Reveals
SAN JOSE, Calif. - Sept. 23, 2014 - Eighty-nine percent of sales and marketing managers believe their company is on the right track in regards to its sales enablement strategy, but believe a shift in approach (U.S.: 57%, U.K.: 54%, GR: 40%, FR: 61%) is needed to stay successful, according to research released today by Adobe. Driving this confidence is evidence of improved sales effectiveness and increased sales volume, however, in an increasingly mobile environment where pitches and deals are made and closed on the go, less than 30 percent of companies are actually implementing sales enablement solutions that allow teams to adapt to this technological evolution.
The findings are detailed in Closing the Deal: The State of Sales Enablement, a survey of more than 1,000 business-to-business sales and marketing executives across the U.S., U.K., Germany and France. The study provides insight into sales managers' attitudes and beliefs about their company's sales enablement strategy-how traditional sales practices are evolving, what's needed to improve sales effectiveness and the role of digital tools and mobile technology in shaping the future of sales.
"Historically, sales success was driven by a sales rep's ability to manage the customer conversation from first engagement to final deal. But with technology advancements, customers are now more in control. They have access to information about products, pricing options and the competitive landscape at their fingertips, long before they meet with a sales rep," said Nick Bogaty, head of digital publishing at Adobe. "Today's successful organizations are those that implement digital tools to help reps have more informative customer conversations about product and services that add value to the sales discussion. These same sales organizations are also continuously measuring and refining the effectiveness of sales tools and the selling approach to ultimately close deals faster."
Better Strategy, Better Bottom Line
As companies consider how to reinvent their approach to sales enablement, the biggest challenges they face include training sales staff (U.S.: 27%), ensuring proper communication about products and services (U.S.: 29%) and measuring sales effectiveness (U.S.: 27%). A big part of the solution is embracing technology, with 86 percent of sales managers believing digital tools help improve job performance and cite the need for better sales enablement tools (U.S.: 43%, U.K.: 46%, GR: 60%, FR: 39%). Technology is also believed to increase sales productivity as well, specifically, data and analytics (U.S.: 89%), app-based solutions (U.S.: 84%) and customer relationship management (CRM) integration (U.S.: 86%) are viewed as important along with visually impactful (83%) and easily customizable (82%) sales collateral and mobile content they can use in the field (82%).