B2B Sales: How to Better Integrate the Cloud to Boost Results

Whether it’s due to market uncertainty, rising inflation, an increased burden on digital channels, or increased buyer demand, B2B businesses – regardless of size or industry – are under constant pressure.

Talent shortages and retention add to these challenges and also hurt performance. According to a recent study, sales and product marketing teams see talent shortages as the biggest challenge, with staff shortages leading to more ineffective campaigns or launches (56%), attrition of highly skilled employees (40%) and failure to meet revenue targets (36%). )) ).

All of this is putting enormous pressure on the Go-To-Market (GTM) teams. The need to do more with less has grown – in terms of both productivity and efficiency. How do you cope? The answer is in the cloud.

Be first in the cloud

It goes without saying that digital dominates the world of sales. The latter is more digital than ever and is data and analytics oriented, a growing trend with interactions moving mostly online. A study by Gartner showed that B2B buyers only spend 17% of the total buying journey with salespeople, while 44% of millennials who work in B2B prefer no interactions.

This has created a highly competitive environment that drives companies to invest in new ways to help their sales teams stand out. The Aventi Group study also indicates that managers place enabling sales (61%) and developing GTM strategies (56%) at the top of their priority list.

So we can no longer just set up content management processes or very basic data analysis. To sustain their growth and the engagement of their teams, B2B companies need to be able to implement a cutting-edge enabling strategy that provides their teams with the tools, content, skills, and insights they need to excel. The competition.

In short, they need to build a cloud-first management strategy on the cloud which will allow sales and marketing teams to come together to deliver a more cohesive customer experience across the sales journey. By building their GTM process on a single cloud-based platform, companies will already be able to better exploit the value of their data, automate their activities, and become more agile. This will ultimately ensure improved and personalized interactions, in the right context and on the right scale.

real business strategy

Thus, the cloud is the foundation on which all sales, marketing and customer contact activities can – and should – be built. It ensures a seamless approach to GTM, capable of improving sales performance and turning various digital interactions into business gains. Thus a connected and cloud-based enabling infrastructure can have a measurable impact on the efficiency of GTM.

First, the AI-powered cloud platform that unifies data between sales and marketing for B2B sellers provides valuable transparency and intelligence about what works or doesn’t work in the customer journey—insights that will enable GTM teams to engage buyers with greater importance. If they had access to such a digital platform, sales teams would be able to analyze data captured from interactions with buyers at each stage of the sales cycle, to understand which behaviors and activities yield the best results. They will also be able to exploit the in-depth information about the content, thus identifying and creating the most effective content according to their goal.

This insight also enables sales leadership teams to better plan and optimize GTM strategies. Placing the cloud at the heart of business strategies eliminates many blind spots for operations and bottom line profits, providing more transparency about the most profitable activities and making it easier to identify potential bottlenecks. By connecting all data and interaction elements from all teams across the GTM function, management teams can take corrective action on the basis of data, with complete knowledge of the facts and in real time. They can also deliver customized training programs, iterate on the most successful projects, and optimize team resources, all from a centralized sales performance management cockpit.

Finally, cloud-based empowerment platforms can help address talent shortages by providing more effective training and mentoring. Again, it’s all about the data: in addition to enabling newcomers to gain skills through interactive scenarios and guides, these platforms can use highly accurate performance data to help teams improve.

Thus, the potential of connected, unified, and centralized cloud platforms is enormous, whether it is to improve sales performance or enhance the skills and commitment of teams. However, it can only be achieved if the widespread adoption of cloud computing and associated tools is placed at the heart of business development strategies.

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