Winning B2B Sales in 2021

Adapting & Succeeding in the Changing Sales Environment

Digital transformation was always coming, but in 2020 the urgency and importance of executing digital transformation accelerated beyond what anyone expected. It’s been a year of challenges, but also an opportunity for innovation.

Looking forward to 2021, the sales leaders and sales teams who innovate and adapt to this rapidly changing environment are those who will be most likely to succeed and ignite growth for their companies.

Many Sales Organizations Slow to Change

However, not all sales organizations recognize the need for accelerated change. In this webinar, Mary Shea, VP Analyst, Forrester, speaks about a survey made up primarily of B2B sales leaders in which:

  • Just under 20% said the top trend for them was that they would change their go-to-market strategy in response to the current challenges and trends in the marketplace;
  • Nearly double that – 38% -- said they were focused on cost reduction; and
  • 41% had already cut the size of their sales force.

Reductions have been reactive measures and many businesses now see the need adapt their go-to-market strategies to match changing buyer preferences. Data-driven tactics like omnichannel activation, personalized experiences, and sales strategies driven by buyer journeys are not just the future, they’re the now.

Adapting for Success

Historically, times of strife have been times when businesses and leaders have risen to the occasion with innovation. Shea cited the 1918 Spanish Influenza, which saw the Dixie Cup take off in popularity as people needed to be able to safely consume liquids outside of their homes. The 2008 “Great Recession” led to the rise of the gig economy and the births of Uber and AirBnB.

As so many have taken to their homes and digital spaces, the digital world is where the current opportunities for innovation lie. Shea offered the example of a Forrester sales rep who understood that people process visual images 60,000 times faster than text. She got creative and set up virtual coffees with other people at Forrester, thought leaders, and analysts to build her brand and grow her network. It has helped her meaningfully engage with other people in her sales territory.

This is just one example of the trends, innovations, and insights shared by Shae and Nipul Chokshi, VP of Marketing for Dun & Bradstreet in this on-demand recording.

Watch now.