eBooks

SiriusDecisions | Sales Operations: Planning Assumptions 2021

The best content for understanding the latest trends in data-driven lead-flow management

Issue link: https://learn.leandata.com/i/1302619

Contents of this Issue

Navigation

Page 0 of 3

© 2020 Forrester Research, Inc. All rights reserved. 1 Research Brief Increased access to purchasing information such as pricing, performance, and value has tipped the balance of power from company to customer. This trend has affected virtually every industry and affects buyer behavior at every stage of the lifecycle. The job of the B2B sales rep is no longer to convince prospective customers to buy, but rather to help them buy. Doing so requires a deep understanding of buyers and customers, informed by data collection, analysis, and buyer insights delivered in near real time by sales operations. In addition, the days of the unassisted, heroic sales rep who brings in an unexpected deal on the last day of the quarter are rapidly fading in favor of team-based selling approaches that leverage the team's understanding of buyers and customers. Unfortunately, many sales organizations are acting on limited information as they attempt to improve their buyer-aligned sales processes, sales technology, and sales execution. Delivering on the vision for data-driven selling requires fundamental changes in the traditional mindset of sales operations leaders and practitioners. This starts with improved collaboration with other functional groups (e.g., marketing, product, customer success) and deploying infrastructure that provides value for the sales rep. In this brief, we identify five trends that will affect the priorities of sales operations leaders in 2021. Embed Resilience and Improve Agility With Dynamic Sales Planning Recent events such as the COVID-19 pandemic have highlighted the need for sales organizations to build resilience, adaptability, and collaboration into the way they create and maintain annual functional plans. External and internal drivers can influence sales roles, territory coverage, customer engagement, demand contribution mix, sales processes, and technology. Knowing when to change and how to effectively manage change — while minimizing risk and capitalizing on opportunities for competitive advantage — will result in competitive advantage for sales and sales operations leaders. Dynamic sales planning is a new operations mindset and process that systematizes an organization's ability to respond quickly and with more agility to internal and external changes. Optimizing performance in a rapidly changing environment requires a significant shift away from traditional planning approaches that involve sequential steps and long cycles. Organizations that actively monitor internal and external KPIs, then evaluate and adjust plans as Sales Operations: Planning Assumptions 2021 Guiding buyers through the purchase decision-making process requires a deep understanding of buyers and customers Sales operations must improve its capabilities to collect and analyze data to provide on-demand insights to reps and sales leaders Delivering on the vision for data- driven selling requires fundamental changes in the traditional mindset of sales operations leaders and practitioners

Articles in this issue

view archives of eBooks - SiriusDecisions | Sales Operations: Planning Assumptions 2021