For many customers, digital channels are now at the center of their sales journey. While CG&S companies have invested heavily in new sales technologies and expanded their omnichannel capabilities, they still lack truly disruptive digital selling approaches. In order to transform their sales operations broadly and accelerate the speed of change, CG&S companies will need to focus on three strategic steps: 1. Realigning traditional sales roles and resources, 2. Upskilling the sales workforce, and 3. Enabling them to utilize data analytics and leverage technologies.
The next generation of sales organizations will ultimately be driven by digital capabilities, clean & comprehensive data, connected insights, automation & AI, and agile and adaptive workforces to use resources as effectively as possible. At every stage of their sales transformation, companies need to focus on mastering new customer demands and creating outstanding customer experiences throughout the digital sales journey. This does not only require new sales processes and equipping sales staff with new digital tools; behavioral changes among the sales workforce are just as important. Working together collaboratively across the whole organization and sharing insights are important pillars of future success.