Navigating the Future of B2B Sales: Insights from Gartner's Chief Sales Officer Quarterly
Gartner's reports are always an interesting read. They've just released the Q4 2023 edition of "The Chief Sales Officer Quarterly."
Here are some of the highlights from their report, along with some of my own insights!
Key Highlights:
The Evolving Role of Sellers:
Paraphrasing Gartner: In the face of widespread buying dysfunction, sales leaders have created a complex and overwhelming environment for sellers. As a result, only 25% of sellers feel they can complete all tasks to high standards. The solution? A shift from viewing technology as a mere tool to seeing it as a teammate (Tech as a Teammate - TaaT). This approach aims to simplify and focus the seller's role, making it more manageable and efficient.
My 2 cents: Feeling unable to complete all tasks might not be that easy to overcome. The change in sales approaches, requirements to the sales role and technology has never more significant than before.
“One person’s key to success could be another person’s nightmare.”
This holds true for TaaT as well. For some, it will be great.
💡 Any salesperson not fully utilizing their tech will struggle to keep up.
Others will feel challenged or threatened.
Questions sales leaders will have to concern themselves with:
How do I introduce all this tech in a digestible, bite-sizedmanner?
How do I ensure everyone in my team is keeping up?
How do I prevent the loss of good sales personnel and jeopardize achieving my top-line?
Tech as a Teammate (TaaT):
Paraphrasing Gartner:
The current sales technology approach is overwhelming sellers and negatively impacting their performance. TaaT aims to transform this by elevating technology's role, enabling it to suggest ideas, remind sellers of crucial points, and even question assumptions. This approach creates a more collaborative and supportive environment for sellers.
My 2 cent:
New tech can be overwhelming, especially if operational haste prevails over strategic, well-thought-through technology decisions.
It's up to sales leaders to create the necessary space to make the most out of new tech. Because to have tech make a difference, it needs to be used. And therein, as the bard would tell you, lies the rub.
💡 Was der Bauer nicht kennt - isst er nicht. Was der Verkäufer nicht kennt - verwendet er nicht.
Half of all excellent salespeople I know still believe that technology doesn't help them. They've been burdened with entering data that doesn't aid them but rather provides management with another nice graph to view.
No corporate mandate will make them use it or input data if they can't see an immediate positive impact. And they certainly won't do a single keystroke just because management or shareholders demand it.
The other 50% already have a preferred tech stack. Even though open to technology in general, they might challenge sales leaders on their choices and be reluctant to try something else without good reason and a clear understanding of their personal benefits.
Remember:
💡 Every excellent salesperson already works in their own, highly optimized way.
Adapting to something new takes time away from what they'd rather be doing. So, you need a very good reason, or you'll likely need to find someone else to fill that sales slot soon.
Side-note: This section emphasizes the dichotomy between technology-embracing and technology-resistant salespeople, which may seem somewhat oversimplified. Indeed, the reality involves more nuanced gradients of technology adoption and adaptation among sales professionals.
Generative AI's Expanding Role:
Paraphrasing Gartner:
Sales leaders are increasingly looking to GenAI for actionable insights, with 43% seeking its use for team input, 42% for customizing customer messaging, and 40% for gathering buyer intelligence. These capabilities reflect a growing desire to use data more strategically in sales operations.
My 2 cents:
No matter what software or tech we use in sales, it is driven by available information, aka data. I am confident insights and additional intelligence will be really valuable.
But only if we get data collection right. If sales leaders find a way to input data into these systems with minimal effort from our teams and processes. And without losing key personnel.
Impact on Hiring Frontline Sellers:
Paraphrasing Gartner:
Contrary to initial fears, 80% of sales leaders believe that GenAI will increase their need to hire frontline sellers over the next two years. This expectation reflects a recognition that the skill set required for B2B sales is evolving, partly due to GenAI. As technology develops, it is expected to automate or augment sales activities rather than replace sales roles.
My 2 cent:
“…rather than replace sales roles…” sounds to me like the feel-good-section of this piece, but I am skeptical.
💡 Sales roles will vanish. And change dramatically. Again.
We've seen this over the last 20 years, but at a faster pace now.
Whether your sales role exists in 18-24 months will depend on the ticket size and deal complexity. The more "commodity-like" the product, the less need there will be for sales roles.
To me, the need to hire frontline sellers will stem from finding salespeople who fully embrace TaaT and are willing to incorporate the use of tech into their daily routine, while still confidently meeting their targets.
The brighter future
Paraphrasing Gartner:
As technology takes on more sales tasks, leaders can narrow sales roles, focusing on a redefined set of key responsibilities. Salespeople will enhance customer relations and guide tech in tasks like prospecting and messaging. This makes the previously overwhelming sales role more manageable and effective.
My 2 cents:
We are bound to improve with technology. Eventually. However, we are also bound to make some mistakes along the way.
Sales leaders, along with their peers in IT and organizational development, need to ensure their workforce remains productive and spirited during times of change.
Summing it up
This report is an insightful read for anyone in B2B sales, offering valuable insights. The future of sales roles and the strategic application of technology are constantly evolving, and this report highlights some key aspects.
For an in-depth understanding of these trends and their implications for the sales industry, refer to Gartner's full report, "The Chief Sales Officer Quarterly." Download it directly from Gartner here: https://www.gartner.com/en/sales/insights/the-chief-sales-officer/1q2023
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