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Focus on customers and digital to drive B2B sales

The B2B market offers communications, media and high-tech (CMT) companies their largest growth opportunity.

WITHIN 12 MONTHS,
INCREASES OF 20% REVENUE GROWTH CAN BE ACHIEVED

Within 12 months, increases of 20% revenue growth can be achieved

To capture this growth, our experience shows companies must focus on 3 priorities.
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01

ENGAGE
CUSTOMERS

Engage customers

Focus relentlessly on differentiating the sales and service experience by putting the voice of the customer at the organization’s heart.

OVER 80%
OF SALES LEADERS SAY CUSTOMER EXPERIENCE IS A STRATEGIC PRIORITY

but less than 25% excel at it.

Reward for excellence?

Higher-than-average revenue growth

Higher-than-average revenue growth

B2B customer promotors deliver 3x more profit than detractors.

B2B customer promotors deliver 3x more profit than detractors.

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WINNING THE EXPERIENCE BATTLEGROUND


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02

EMPOWER
CUSTOMER-FACING TEAMS

Empower customer-facing teams

Use advanced analytics at the core to harness valuable customer data that focuses sales efforts, modifies sales behaviors and grows revenues.

14% in 5 years

Billions invested in sales operations,
yet sales productivity continues to decline.

ONLY
32%

of sales leaders have the skills to deliver on the customer experience

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03

EXPAND INTO
DIGITAL

Leverage digital technologies to develop new business models and empower sales teams to drive higher-value strategic sales

AI IS THE NEW UI

70% OF EXECUTIVES
SAY AI WILL REVOLUTIONIZE CUSTOMER INTERACTIONS

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AI IS THE NEW UI


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ROTATE

TO THE NEW DIGITAL B2B SALES
OPPORTUNITY—NOW

The B2B marketplace is evolving faster than ever. It’s a challenging environment where changing customer needs, new technologies and complex communication channels demand new sales skills.

Companies that can meet these challenges head on will capture valuable sales growth and differentiate their businesses from the competition.

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WHY
ACCENTURE?

TANGIBLE RESULTS
DELIVERED AT SPEED

We can help clients grow revenues by 20 percent and cut operating costs by 40 percent, all in the first 12 months, with a clear 100-day plan. We can do this in stages, or if faster results are required, we offer a white label service.

GROW
REVENUES
BY 20%

CUT OPERATING COSTS BY 40%

Within 12 months
With a clear 100 day plan

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SAMPLE CLIENT
BENEFITS

Here are some recent examples of how we have helped our clients achieve tangible results at speed.

8%
increase in sales through service

20%
increase in sales per person

35%
increase in online sales conversions

25%
reduction in complaints

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MEET THE AUTHOR

Mark Rogers

With the potential to boost revenues 20 percent in 12 months, the B2B market offers many CMT companies their largest growth opportunities.

Mark helps clients capture these opportunities, using Accenture's proven innovation architecture, to transform marketing, sales and service capabilities.

Since joining Accenture in 2001, Mark has worked with many of the world’s leading CMT companies—across North America, Europe and Asia—to help them build high-performing sales and marketing teams. His expertise includes sales spend optimization, sales operations, B2B customer analytics and digital selling.

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B2B Practitioners

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