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Marketing is not the only area where things are happening. Sales is also highly active. The challenges remain the same here, namely increasing sales efficiency and shifting the focus to the right leads. The solutions for this year focus on data, i.e. getting the right data and information to the right person at the right time.
In 2022, it is hard to find any sales staff that truly enjoy working through lists and calling unqualified leads, while hoping that a company might by chance actually require the products or services on offer at the present moment or in the near future. A poorly maintained CRM system that provides little or no information is also a nightmare for sellers. When staff first have to go through the tedious task of putting together all the information without even knowing whether it is even correct, motivation drops fast.
In far too many cases, new customer acquisition is still like searching for a needle in a haystack.
However, customers with whom we implement joint data integration projects have shown that it is possible to do something about this and massively increase the efficiency of B2B sales. This once again brings us back to the two keywords: data and information. The more you know about a company as a seller, the more effectively you can anticipate when that company is «ready» to establish contact. If the Sales department can automatically receive a notification when a certain activity, such as getting in touch with a company, is currently lucrative, this is even better – with all information required to prepare for the meeting served up neatly on a plate.
This takes us deep into the 2022 sales trends for B2B. The main ingredient – as you have probably already guessed – is data, data, data. Not least for ESG, whose use is also becoming increasingly important in sales.