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Focus on customers and digital to drive B2B sales

The B2B market represents the largest opportunity for Communications, Media and Technology (CMT) companies.

PROFITABLE GROWTH IS DEPENDENT ON
BECOMING AN INTELLEGENT ENTERPRISE

Profitable growth is dependent on becoming an intellegent enterprise

To capture this growth opportunity, companies must focus on leveraging human-AI collaboration to achieve 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.

ONLY 21%
of sales and customer service executives say they have total control over their customer experience

WATCH THE VIDEO
WINNING THE EXPERIENCE BATTLEGROUND


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02

EMPOWER
CUSTOMER-FACING TEAMS

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

Use advanced analytics at the core, augmenting the knowledge of customer facing teams, 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.

Less
Than
1/3

of customer facing personnel have the resources 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, pivoting to the new while maintaining the core.

AI IS THE NEW UI

81% OF COMPANY EXECUTIVES
BELIEVE WITHIN 2 YEARS, AI WILL WORK NEXT TO HUMANS

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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. In a challenging environment where changing customer needs, need technologies and complex communication channels demand new sales skill, incumbents are being threatened by digital natives who know how to meet customer expectations.

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WHY
ACCENTURE?

TANGIBLE RESULTS
DELIVERED AT SPEED

We can help clients grow revenues by up to 20% and cut operating costs by as much as 40%. We can do this in all stages, or if faster results are required, we offer a white label service.

GROW
REVENUES
BY UP
TO 20%

CUT OPERATING COSTS BY AS MUCH AS 40%

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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 AUTHORS

Mark Rogers

Mark helps CMT clients capture the B2B market opportunity to become an intelligent Enterprise. Over the last 15+ years, Mark has worked with many of the world's leading CMT companies—across North America, Europe and Asia—to help them transform and restructure their B2B businesses for profitable growth. During this time, he has delivered dozens of sales, marketing and customer service transformation programmes. He currently leads the B2B Consulting practice in CMT UKI and sits on the Accenture Customer & Channel leadership team. He is also the author of several points of view on the topic.

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Michelle Katz

Michelle works with our CMT clients, leading our Customer & Channels B2B team, helping them drive transformation in their B2B business sales and service functions, whether that be large scale, global technology implementations, or leveraging Accenture's ability to bring world class thought leadership and innovation techniques to help our clients drive profitable growth. Most recently, Michelle has led award nominated Salesforce and CPQ transformation programmes, working with our clients to ensure business benefits are the focus of the technology roadmap. Michelle is focussed on helping our clients realise the unlocked potential of the B2B market for profitable growth, through digital innovation, pivoting to become an intelligent enterprise.​