Gartner：2023驯服销售技术的混乱：销售科技的未来-收入科技(RevTech)（英文版）（14页）.pdf

《Gartner：2023驯服销售技术的混乱：销售科技的未来-收入科技(RevTech)（英文版）（14页）.pdf》由会员分享，可在线阅读，更多相关《Gartner：2023驯服销售技术的混乱：销售科技的未来-收入科技(RevTech)（英文版）（14页）.pdf（14页珍藏版）》请在三个皮匠报告上搜索。

1、Gartner for SalesTaming the Sales Tech MayhemHow to audit your way to the ultimate revenue tech stackTaming the Sales Tech Mayhem2IntroductionA robust tech stack is essential to running a modern and efficient revenue-generating organization.However,prioritizing technologies to investigate is hard.We

2、 are in a period of“sales tech mayhem”where the vendor market is moving from a wide set of categories to a narrow list of vendors with wide portfolios of capabilities.Why mayhem?Because were seeing an unprecedented amount of venture capital funding and merger and acquisition(M&A)activity in sales te

3、chnology,leading to rapidly evolving products,markets and categories.To tame the mayhem,sales leaders must learn how to effectively identify vendor partners whose products,technology and vision can help address the vexing challenges the business faces.Identifying great partners boils down to two key

4、 activities:auditing your current stack,then developing a sales tech roadmap.This guide will help kickstart your audit in the following two ways:Introduce you to the technologies youll need to build a foundation for predictable,efficient growth.Outline a tool that Gartner uses to help sales leaders

5、understand existing technology investments,and accelerate the journey toward the ultimate modern sales tech stack,built to automate the revenue process end to end.Dan GottliebDirector AnalystCraig RosenbergDistinguished VP AnalystOnly 29%of CSOs are satisfied with their current sales tech stack.Sour

6、ce:2021 Gartner CSO Priorities Pulse Survey3Taming the Sales Tech MayhemTo properly audit the value of your revenue tech stack(shown at right),youll need to gather specific information and feedback from the users and owners of the technologies that already exist.Gather input from sales tech users,sa

7、les leaders and subject matter experts (see page 10).The results will enable you to:Identify gaps in your current revenue tech stack,such as technology thats not being used or isnt driving value.Prioritize whats needed based on strategic business objectives.Identify and engage technology vendors bas

8、ed on your assessment.Going forward,youll need to monitor the vendor landscape continually especially as mergers and acquisitions consolidate providers.Auditing Your Revenue Technology StackEngagementApplicationEnablementOperationsInfrastructureThird-Party DataThe revenue tech stack comprises six co

9、re groups of technologiesTaming the Sales Tech Mayhem4EngagementDigital sales and marketing technologies used to engage buyers and execute programsSample TechnologyDescriptionExecution ChatCommunicate with visitors to your website or web-based productLinkedInCommunicate with prospects via LinkedIn I

10、nmail or engaging with postsSchedulingEnables customers to easily schedule meetings via a web-based calendar interfaceVideo MessagingCreate and track effectiveness of video messages used in sales activities(e.g.,prospecting email)Digital PeopleAutomates customer interactions via AIDirect Mail and E-

11、GiftManages,sends and tracks direct mail and gifts sent to prospects or customersVideoconferencingEnables sales meetings onlineVisual CollaborationCollaborate virtually in real time with multiple stakeholders using virtual whiteboardsWebinars and Virtual EventsRun,manage and track virtual eventsEven

12、t TechnologyRun,manage and track live eventsWeb PersonalizationPersonalizes the website experience based on the characteristics or behavior of the audienceDigital Sales RoomsEngage asynchronously via dynamic microsites featuring custom contentContent HubsProvides curated content personalized to the

13、prospect via a web experienceMedia/Advertising Content SyndicationCaptures leads through the promotion of content to a publishers audienceProgrammatic AdvertisingAllows automated,real-time purchasing and tracking of digital advertisingSearch and Social AdvertisingAllows automated,real-time purchasin

14、g and tracking of advertising on search and social sitesAccount-Based AdvertisingManages and measures advertising to specific target accountsCore application,workflow and management systems that enable the processing of information and coordination of digital engagement in support of all revenue fun

15、ctionsApplicationSample TechnologyDescriptionMarketing Automation PlatformAutomates email campaigns,nurturing and lead scoringAccount-Based PlatformHouses target accounts and creates workflows off data(e.g.,intent data)via targeted ads and orchestrationSales Engagement PlatformProvides a single inte

16、rface to efficiently plan,execute,track,measure and optimize interactions between sales and customers across multiple touches and channelsCustomer Success ManagementMonitors customer health and uncovers insights to drive action required for renewal and expansionPartner Relationship ManagementManages

17、 and tracks channel partner revenue programs such as co-marketing programsSource:Gartner Strategic Planning AssumptionBy 2026,B2B organizations unifying commercial strategies and leveraging multi-threaded commercial engagements will realize revenue growth that outperforms their competition by 30%.5T

18、aming the Sales Tech MayhemThe core applications that streamline seller productivity with required content,training and coachingEnablementSample TechnologyDescriptionSales Enablement Platform Sales Content ManagementFacilitates the management and delivery of sales content Sales TrainingSupports onbo

19、arding,training and ongoing practice with curriculum,tools,templates and certificationsConversation IntelligenceRecords and analyzes sales conversationsDigital Adoption PlatformProvides content to guide sellers through workflows or processes in their sales tools and applicationsReal-Time KnowledgeAu

20、tomatically captures and organizes answers to sales questions;ultimately can deliver real-time answers via the applications that sellers use daily(e.g.,email,collaboration tools)Rep Performance ManagementEnables goal and task management via tracking and gamificationSource:Gartner Strategic Planning

21、AssumptionBy 2025,70%of all B2B seller-buyer interactions will be recorded to extract competitive,deal and market insights using artificial intelligence(AI),machine learning(ML)and natural language processing(NLP).70%6Taming the Sales Tech MayhemTaming the Sales Tech MayhemOperationsSolutions that f

22、acilitate core workflows,such as data management,integrations across the stack,financial,metrics tracking and revenue program analyticsSample TechnologyDescriptionRevenue Operations Lead-to-Account Matching and RoutingMatches new leads to the correct account record in the CRM;enables organizations t

23、o automate complex routing rules,manage changes(e.g.,attrition in the sales force)and optimize routing decisionsPipeline and Forecast ManagementProvides visibility and analytics around the expected sales performanceWorkflow AutomationEnables preprogrammed processes across enterprise systems Activity

24、 and Contact Data CaptureAutomatically enters data into the CRM without human intervention(e.g.,takes contacts from meeting invites and enters into CRM)Third-Party Reporting and IntelligenceExtracts data from tools and applications and creates reports and insightsSales Operations Sales Performance M

25、anagementProvides accurate,timely crediting and compensationAccount PlanningManages engagement with large,complex and multifaceted strategic accountsConfigure,Price,Quote(CPQ)Manages the proposal and quotation process including creation,approvals and signature E-SignEnables legal digital signatures

26、on electronic docs or formsSource:Gartner Strategic Planning AssumptionBy 2026,65%of B2B sales organizations will transition from intuition-based to data-driven decision making using technology that unites workflow,and data and analytics.7InfrastructureThe foundation of the tech stack,which contains

27、 the contact database and usually serves as the central repository of data records for the go-to-market organizationSample TechnologyDescriptionCRM(SFA)Provides primary system of record for sales and marketingData IntegrationConnects disparate data sources to normalize and centralize dataData Lake/D

28、ata WarehouseCreates a repository for transactional data to support the execution of various analytic workloadsCustomer Data Platform(CDP)Unifies a companys customer data to enable customer modeling and optimize the timing and targeting of messages and offersData ValidationVerifies and appends conta

29、ct information(e.g.,email addresses)8Taming the Sales Tech MayhemSource:Gartner Strategic Planning AssumptionBy 2023,70%of independent CDP vendors will be acquired by larger marketing technology vendors or will diversify through M&A on their own to enter adjacent categories such as personalization,m

30、ultichannel marketing,consent management and/or master data management for customer data.70%Third-Party DataAlso called revenue data solutions,vendors that offer external sources for buyer intent,account and contact details and additional intelligence,which provide,update and enrich existing records

31、 in other systemsSample TechnologyDescriptionAccount DataProvides demographic company information such as revenue and number of employeesContact DataProvides contact information such as name,title,phone and emailIntent DataAlerts sales of recent,relevant internet activity from target accounts Techno

32、graphic DataGives information on technology installed at accountsMarket IntelligenceProvides target company news feeds,blog posts,company/contact and market insights9Taming the Sales Tech MayhemSource:Gartner Strategic Planning AssumptionBy 2026,50%of B2B commercial teams will employ three or more s

33、olutions from revenue data vendors to inform their data-driven selling strategies.10Taming the Sales Tech MayhemWhen auditing your existing tech stack,youre looking to validate:How is my technology spend distributed?What technologies are actually being used?What technologies are not only being used,

34、but widely adopted?What technologies have significant user satisfaction?What technologies deliver impact and/or ROI?The Gartner framework(see next page)highlights the information you need to gather from technology owners and users to answer those questions effectively.When and How to Audit Your Reve

35、nue Tech StackEngagementApplicationEnablementOperationsInfrastructureThird-Party DataTaming the Sales Tech Mayhem11Evaluate the Contribution of Existing TechnologiesTo be completed by subject matter expert or user 1.Vendor name2.Technology in use(in/outsourced)3.State of deployment4.Adoption level(n

36、umber of reps/licenses)5.Monthly subscription cost6.Number of users7.Impact on the organization8.Satisfaction:How satisfied are you?Vendor X,Y,ZYDeployedLow(20%50%)$10,0001,000HighVeryStrategic objective supportedCommentsImproves win rates.Win rates are up by 5%in reps who have adopted.To be complet

37、ed by sales leadershipStrategic objective supportedCommentsIncrease sales velocity.Marginal impact in affecting sales cycles,especially for some traditionally more difficult-to-engage lead sources.Through training we can still improve how we use for targeting.We expect that to help improve deal size

38、s,which will help increase sales velocity.Hope to lift win rates by another 5%to 7%.Illustrative ExampleTechnology type:Sales content managementTaming the Sales Tech Mayhem12Use This Template to Map Your TechnologiesTechnology type:To be completed by subject matter expert or user 1.Vendor name2.Tech

39、nology in use(in/outsourced)3.State of deployment4.Adoption level(number of reps/licenses)5.Monthly subscription cost6.Number of users7.Impact on the organization8.Satisfaction:How satisfied are you?Strategic objective supportedCommentsTo be completed by sales leadershipStrategic objective supported

40、CommentsSave/Print This TemplateTaming the Sales Tech Mayhem13Explore these additional complimentary resources and tools for sales leaders:WebinarSales Tech Mayhem:The 6 Core Elements of the Ultimate StackDiscover the components of a world-class sales tech stack.InfographicB2B Sales AI Use Case Pris

41、mLearn how to use AI to improve B2B sales revenue and optimize costs.Watch WebinarDownload InfographicSales BlogSales Tech Mayhem:39 Observations From a Scorching Hot Tech MarketFollow the latest sales tech mayhem trends.ResearchThe Chief Sales OfficerStay ahead of emerging issues and trends impacti

42、ng sales leaders.Read BlogDownload ResearchActionable,objective insightAlready a client?Get access to even more resources in your client portal.Log In 2021 Gartner,Inc.and/or its affiliates.All rights reserved.CM_GBS_1531068Get More.Get actionable,objective insight to deliver on your most critical priorities.Our expert guidance and tools enable faster,smarter decisions and stronger performance.Contact us to become a client:U.S.:1 855 811 7593 International:+44(0)3330 607 044Become a ClientLearn more about Gartner for Sales connected to the latest insights