Execs Look to Technology for Improved Sales Productivity - eMarketer

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Execs Look to Technology for Improved Sales Productivity

Sales enablement software, analytics and CRM get significant investments

November 13, 2015

Many organizations are moving to implement more marketing technology in their stack—especially sales enablement tools. But research suggests tech adoption is a relatively small part of being a high-performing salesperson.

Key Characteristics of High-Performing Salespeople According to US Executives, Sep 2015 (% of respondents)

A September 2015 survey from Forbes Insights and Brainshark found that the No. 1 characteristic of high-performing sales team members was the ability to sell value rather than price. More than eight in 10 US executives surveyed mentioned that.

Nearly three-quarters of respondents said good salespeople are consistent with their execution. By contrast, leveraging marketing and sales content assets was key according to just 26% of respondents, and less than a quarter of respondents said adoption of technology was important.

Technologies in Which US Executives Are Investing* to Improve Sales Productivity, Sep 2015 (% of respondents)

Still, these executives reported making significant investments in technologies to help their sales staff do better. More than half of respondents said they were spending on sales enablement technologies—which includes any solutions that provide integrated content, training or coaching services to representatives and managers—analytics and CRM to improve sales productivity.

Sales professionals worldwide are evaluating and purchasing different types of sales tools to drive productivity. According to October 2015 research by Hubspot, 18% of sales professionals worldwide plan to evaluate or purchase CRM software, such as Salesforce.com and Zoho, in 2015. Although fewer respondents said they would be evaluating and purchasing sales enablement software compared to last year, evaluation or purchase of sales tools like a sales engagement platform, business data software and digital transaction services will increase in 2015.

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