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Few sales organizations realize their full potential, partly because they don’t execute well. We urge organizations to move beyond conventional wisdom in how they think about executing sales vr_SF12_07_impediments_in_sales_motivate_investmentprocesses and have placed methods for making improvement to sales execution at the center of our research on sales in 2014. In our recent research on sales forecasting almost half (44%) of sales organizations said they have impediments that are motivating management to consider further investment in sales technology, and the most common of those is inconsistent execution (for 53%). Many sales organizations don’t use training in a consistent manner and fail to automate processes to gain efficiency.

Software provider Qvidian specializes in sales execution and has applications operating in a cloud environment and on mobile technology that help optimize sales processes and increase productivity of sales teams. The company has 15 years of experience in developing sales playbooks and proposal software, and more than 1,200 customers now use its applications in the cloud. Qvidian makes it a point to be adaptive in meeting the variety of needs of sales organizations across industries and sizes.

Its Sales Playbooks provide digital guidance to help users achieve the best results in an efficient manner. One of the products’ focuses is to make sales processes repeatable, which is critical to optimizing revenue across quotas and territories. The playbook approach also supports what we call collaborative coaching, which our recent research shows is a top focus for improving collaboration in the sales forecasting process. Qvidian’s approach can automate and guide the sales process.

The company also has introduced mobile support for its Sales Playbooks. Our research finds a need for that, as more than half (51%) of organizations already use tablets and another quarter (26%) plan to deploy them in the next 18 months. Qvidian supports its playbooks on the Apple iPad, which currently is the most widely used tablet in sales organizations. To further streamline the use of playbooks, Qvidian has user and functional integration with salesforce.com’s sales force automation software. The tight linkage enables triggering of actions based on rules for certain conditions. Qvidian’s independent approach to sales processes and systems fills a void in the SFA and CRM markets; its playbooks can run on any application commonly used in sales.

To know where improvement is needed and how achieve it, companies need insights derived from analytics applied to data from sales processes. Qvidian Sales Analytics enables users to create and track metrics and indicators that can point out inefficiencies to be addressed through coaching and guidance and to establish repeatability. Analytics is consistently rated by sales professionals in our research as the top new technology to help improve sales efforts. Qvidian’s sales analytics help managers identify where sales reps are not following the mandated process and suggest ways to help through using a playbook or a series of steps that are known to provide better results.

Qvidian offers other applications to help sales people be more efficient in the tedious tasks of preparing necessary documents and information. Qvidian Proposal Automation can help  a sales organization deliver consistent proposals. Proposal Automation also helps standardize requests for proposal and suggests responses that have been proven accurate and effective. It also helps add consistency to sales presentations by quickly generating useful slides. Professionals typically spend large amounts of time on tasks such as these that automation can make repeatable and consistent across a sales organization.

Qvidian’s customers range from large well-known brand names such as Aon, Office Depot and Prudential to smaller sales teams in technology companies such as inContact and Splunk. Making its sales applications available through cloud computing enables sales groups to deploy and use its software with little IT intervention and helps sales teams be self-sufficient in their sales processes. While many sales organizations still believe that sales force automation will address all their needs, we find that applications like those from Qvidian can help them operate more effectively and improve overall execution of sales processes. We recommend evaluating Qvidian if your organization is seeking to maximize sales productivity and gain consistent execution on the road to optimal results.

Regards,

Mark Smith

CEO & Chief Research Officer

Investing wisely in sales-related people and processes is a key to business success. In 2012, helping sales staff perform at their highest levels should be a top priority for management. That may take some effort, according to our benchmark research, which indicates that only 14 percent of sales organizations operate at the highest level of innovation and competitiveness. In recent years, most organizations merely discussed moving beyond using only their sales force automation application and Microsoft Office for improving sales efficiency. Now sales organizations can move beyond systems that were designed decades ago, thanks to the availability of a broad range of applications to support sales activities and processes. In fact dozens of new types of sales applications are available to help sales focus on selling, which creates another issue. Where should sales organizations focus their limited resources and budgets?

Ventana Research intends to provide guidance here. We have identified important overall business trends identified, including big data, business analytics, business collaboration, cloud computing, mobile technology and social media; all of these areas offer new competitive opportunities for improving sales efficiency and effectiveness. For example, the use of sales analytics puts 17 percent of sales organizations at the Innovative level of maturity in the Ventana Research Sales Analytics benchmark research. These organizations benefit from daily and weekly metrics about the pipeline and forecasting, quotas and the performance of account reps. As well renting sales applications through cloud computing has become the preferred practice in 41 percent of sales organizations, compared to 25 percent that purchase them in an on-premises, according to the Ventana Research Sales Performance Management benchmark research. In mobile technology, 67 percent of sales staffs use smartphones today, 17 percent use tablets, and 30 percent plan to expand their existing deployments, according to our research. In the area of collaboration, having people broadcast and post their needs to help in the sales process is a top priority in more than one-quarter of sales teams, compared to legacy methods of electronic mail and instant messaging. 

Our upcoming research aims to help your sales organization turn these business technology advancements to your sales advantage. Ventana’s 2012 research agenda on the business of sales will focus on three key areas at the intersection of people, processes, information and technology: improving the potential of the sales organization, establishing dedicated methods to manage sales and accelerating time to sales readiness. 

In the area of improving potential, we will look at the use of social and collaborative technology to coach and guide sales. We will examine the use of mobile applications accessible from smartphones and tablets. And we will assess the use of product information management to help configure deals and price them efficiently. Each of these address the need to improve access for sales to the applications that can help improve the potential of achieving revenue targets.

Establishing dedicated methods to manage sales requires many sales organizations to improve compensation and incentives that influence sales reps’ performance. Sales forecasting was identified as the most important application for 65 percent of sales organizations in our research, yet most are still using spreadsheets, which we found to impede the management of sales. Instead, sales forecasting should be a team-based business process that incorporates management of the pipeline. Sales analytics and metrics can help optimize activities and processes in key management categories including people, performance, process and risk. Our research found that 86 percent of organizations want to have simpler sales analytics, but most struggle with the difficulty of building and maintaining silos of one-off spreadsheets and presentations. Managing sales can be much easier with targeted applications that can assist managers with oversight and guidance.

Finally, accelerating time to sales readiness is important because many organizations perform tasks that take two to 10 times longer than necessary, and they often wait for long periods to get the information they need. Organizations can use SFA as a source of information for the operational and performance needs of sales, but a best practice is to use integration tools. Cloud computing can reduce IT challenges and resources while providing ready access to applications and information. Providing information through mobile and social media also can improve sales readiness and make it easier to respond to sales opportunities. Scattered information was rated as the most significant impediment in 58 percent of sales organizations, indicating the importance of improving the management and use of information.

Our research agenda will examine applications that focus on sales, considering the broad range of analytics, assets, channel, coaching, commission, forecasting, incentives, leads, learning, objectives, performance, pipeline, planning, pricing, promotion, proposal, quoting, quota, reporting, rewards, sales force automation and territory. In addition, our Ventana Research Value Index methodology again will assess vendors and their suites of applications and tools in sales performance management. Our newly released benchmark on sales applications and technology uncovered the priorities of organizations in applications as well as new technology trends, and we have previously released research on sales analyticsbusiness and sales data in the cloud and total compensation management. The next benchmark we’re conducting is in the area of product information management, and it will be followed by sales forecasting

I believe that 2012 will be a critical year for sales operations teams, which have to perform more tasks faster and more effectively than ever before. Only 39 percent of sales organizations have any confidence in their organizations’ ability to manage sales operations and performance, indicating a significant opportunity for improvement. Utilizing new applications and software that can handle analytics and planning for tasks in sales will be essential in helping sales staffs utilize their time efficiently. Simplifying access to applications through mobile technology and enabling sales people to work collaboratively and socially should be key priorities for sales executives. 

Sales cannot overachieve without making investments that target the culture and environment that sales executives want to establish. Our research will help them understand the best practices that can save time and money while reducing the risk of failing to achieve maximum results.

Regards,

Mark Smith – CEO & Chief Research Officer

Mark Smith – Twitter

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