Which sales performance technology REALLY delivers?
The challenge for many companies today is to provide tools that will improve sales performance that salespeople will actually use. During the past decade, we have witnessed the launch of many sales force automation (SFA) and customer relationship management (CRM) applications and technologies that have promised to more efficiently enable sales and help close business.
However, several years on, the performance benefits promised by such applications have largely failed to materialize and, for the most part, continue to remain elusive for businesses. In fact, many companies claim that there have been very few positive, appreciable or quantifiable results that can be attributed to their investment in sales technology. The end result is that skepticism remains rampant, especially among the sales staff targeted as the end-user and ostensible beneficiaries of the applications.
Should companies take another try at enabling their sales force to become more effective — and successful? Of course. The important question is how to proceed.
What’s the ROI?
There are so many areas where improved performance impacts the return on your investment in sales effectiveness solutions, like sales knowledge management. You don’t have to be a rocket scientist to figure out that if you can reverse any of the negative sales trends that your company may be experiencing, you can have a dramatic and very positive effect on your profitability.
A new Aberdeen Group report has found that technologies and applications that align the sales and marketing efforts of a company can help B2B organizations achieve, on average significant increases in marketing effectiveness, lead conversion rate, revenue-per-account, as well as a marked decrease in new hire ramp-up time.
Compendian’s ROI Calculator can help companies calculate how improved performance equates to improved revenues.