Luckily, there are a number of things go-to-market leaders can do to help their selling organizations get to a competitive level for the current landscape. In the video above, Forrester Principal Analyst Mary Shea explains it’s about equalizing the balance of power for sellers, relative to the buyers.
This, she says, can be done by:
- Creating new sales profiles.
- Adopting modern enablement strategies, like mobile-based training platforms and sales content management solutions that help push the right content at the right time.
“New technologies are so important to sellers right now because the modern B2B buyer is more knowledgeable than ever before,” she says. “Today, the salesperson isn’t the sole conduit of information to the firms. If the buyer has a poor experience with a seller, they’ll simply move onto the next channel.”
By adopting sales enablement technologies, tools and platforms, marketing and sales leaders can equalize the balance of power, putting it back in the hands of the salesperson – and enable them to engage much more effectively and meaningfully with today’s buyers.
For those who don’t want to update their approach? Mary has an ominous outlook.
“Those that refuse to change, that refuse to find new and creative ways to enable their resources, are going to fail. Their organizations are going to get commoditized, and their businesses are going to get left behind.”
Mary Shea answers more of your top sales enablement questions here: