Alongside Digital Transformation, B2B Leaders Are Defining the Future Roles of Sales Representatives

Access the full report: Available March 2020

In B2B sales, digital transformation is putting more of the purchasing journey in the hands of the buyer. The B2B customer journey is no longer a linear path to purchase; it features multiple touchpoints, both digital and person-to-person. Accenture found that while 61% of all B2B transactions start online, “customers move fluidly between all channels available, both online and offline.”¹

Now, B2B leaders are analyzing data from all their customers’ touchpoints—including online channels, physical environments, and interactions with sales reps—to create a clearer picture of the customer journey and adapt. As a result, B2B leaders continue to identify new opportunities for sales team members to add value, enhancing their roles to improve business outcomes alongside the adoption of more customer-centric and customer-controlled technologies.

A recent WBR Insights study found that most organizations will adjust most or all of their teams to prioritize customer satisfaction and loyalty (55%), leverage digital channels to engage new customer segments (51%), and prioritize digital customer experiences and sales (51%). Most companies are giving sales teams more meaningful ways to connect and build trust with customers (53%) as a means to exceed customer expectations as well.

Far from eliminating these critical responsibilities, B2B leaders are remodeling their teams and aligning them with digital tools that will improve their performance and drive better customer experiences. But how are sales teams successfully coordinating these efforts? What have been their key successes so far, and how can B2B leaders leverage those successes?

Q1 2020 Study: ‘Enhancing and Supporting the Evolving Role of B2B Sales Teams’

In Enhancing and Supporting the Evolving Role of B2B Sales Teams, we ask B2B business leaders to share their strategies for modernizing the B2B sales team. Researchers will explore how the sales role has changed—what’s no longer required, and what new responsibilities have arrived. We’ll uncover how leading organizations are eliminating inefficiencies, enabling sales teams to use their time in more valuable, lucrative ways. Researchers will identify the tools successful sales teams use to stay ahead of their competitors and deliver better experiences for their customers. Finally, we’ll look how to new innovations are driving customer retention and growth.

Access the full report: Available March 2020