New Research Indicates that Mobile is the Future of Sales Enablement

Historically, sales success was driven by a sales rep’s ability to manage the customer conversation from first engagement to final deal. That’s all changing. Now, through technology, customers are more in control. They have access to information about products, pricing options and the competitive landscape at their fingertips, long before they meet with a sales rep.

How can companies transform their sales enablement to take advantage of new opportunities? And where do they see the future of sales enablement leading? These questions—and more—are answered in a new study by Adobe released today—Closing the Deal: The State of Sales Enablement.

According to the new research, 89 percent of sales and marketing managers believe their company is on the right track with its sales enablement strategy, but believe a shift in approach is needed to stay successful. Driving this confidence is evidence of improved sales effectiveness and increased sales volume, however, in an increasingly mobile environment where pitches and deals are made and closed on the go, less than 30 percent of companies are actually implementing sales enablement solutions that allow teams to adapt to this technological evolution.

To solve sales enablement challenges, enterprise sales teams must embrace technology. According to the research, 86 percent of sales managers believe that digital tools will help improve job performance, with mobile sales enablement tools fundamentally changing the nature of enterprise sales (U.S.: 84%) and to shortening the sales cycle (U.S.: 84%).

Other key findings

  • Training staff (U.S.: 27%), ensuring proper communication about products and services (U.S.: 29%) and measuring sales effectiveness (U.S.: 27%) are cited as top sales enablement challenges.
  • Data and analytics (U.S.: 89%), app-based solutions (U.S.: 84%) and customer relationship management (U.S.: 86%) integration viewed as important for digital sales enablement solutions to effectively increase sales productivity.
  • Investment in mobile sales enablement strategy is high across countries; apps recognized as top investment in the U.S. (82%), UK (84%) and Germany (74%); Web noted as priority in France (84%).
  • Spending on sales enablement solutions is predicted to continue to increase over the next three years with France showing the most long-term potential (U.S.: 65%, U.K.: 56%, Ger: 71%, FR: 65%).

Today’s successful organizations are those that implement digital tools to help reps have more informative customer conversations about product and services that add value to the sales discussion. Because strong investment in digital/mobile sales tools will occur over the next three years, make sure your organization reinvents its strategy ahead of the competition.

Closing the Deal: The State of Sales Enablement was commissioned by Adobe and produced by Edelman Berland. The study surveyed more than 1,000 business-to-business sales and marketing executives in the U.S., U.K., Germany and France.

Check out the full results of the study here.

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