COVID-19 Update: Artonezero are still operating as normal from home. Read more

Blog

Back to all blogs

Will Digital Transformation Replace Your Traditional Sales Team?

As your company’s digital transformation moves you further towards a self-service e-commerce model, can you expect the role of your traditional sales team to become defunct?

This could well be the case, after all, key parts of your sales team’s functions can now be automated to allow for greater efficiency than with traditional sales methods.

On the other hand, this change in approach is also as likely to change the nature of your sales team’s roles, or help to shift the entire way that your business operates then it is to render your sales team defunct. In fact, many companies are already beginning to experiment with role set-ups to see which will help them best evolve in the face of digital transformation.

Sales – A Vital Part of Positive Customer Experience

The days when your sales team’s role consisted of trawling through telephone lists and order forms are fading away. With this, if your organisation wants to thrive and adapt your team for your digital transformation, you should begin to coach your sales force to develop new skills and help them to apply their traditional strategies and methods to new ways of working.

A new strategic approach to your sales team’s operations serves more than the traditional purely transactional function. Members of your sales team need to guide your customers through the digital sales process, offering useful insights and providing your customers with the support they need to operate self-service systems.

By making use of data captured through your online channels, your sales force will play a vital role in ensuring that the offline customer experience provided by your organisation is equally optimised as your online customer experience. This will help your sales force focus on key account management and build customer relationships that last.

Your sales team should play a big part in making the digital sales process more human to your customers. This means that members of your sales team need to help to resolve any arising issues and therefore smoothing the experience for the customer. Secondly, in much the same way that B2C salespeople may gain instant purchase history and other details through your organization’s IT systems, in the B2B world, your company’s CRM can be integrated with all your current systems to allow a full view of the customer and their needs across the entire sales process.

Utilising your company’s CRM system means that your sales team are perfectly placed to gain vital important information on the overall customer experience, and can report it back to your marketing and technical teams to help them to constantly improve your organisation’s digital platform. All of this means that, if implemented correctly your sales team could provide extremely valuable personalisation data that can be difficult to gain in other ways.

If this method is followed well, your organisation’s sales force can become responsible for strategically operating a channel of its own, one driven by digital, but owned and supported by the sales team.

The connection of Sales and Marketing

Achieving greater synergy between sales and marketing teams is a goal that many organisations identify as a chief priority. If this is the case for your organisation, the good news is that with data available from a wide range of platforms, and increased emphasis on account-based marketing, the potential for collaboration can only increase.

Just as you expect your marketing team to be multidisciplinary in order to act quickly and make the most out of opportunities as they arise, as well as working towards long-term goals, you also need your direct sales team to expect their role to become more varied and technical. Aligned with the prevailing trends of personalisation and hyper-localisation, you can expect to see greater alignment of your organisation’s marketing, business development, account management and sales.

Conclusion

What becomes of your sales team will depend on your organisation’s business priorities and your digital strategy. It may be the case that you consolidate your sales and marketing. On the other hand, you may build a new but lean sales team that maintain a human touch while making full use of available digital tools.

Whatever your organisation’s approach, a strong digital platform and a roadmap in place can lead to enhanced efficiency and growth, without you needing to lose the accumulated knowledge of your direct marketing team.

For more digital marketing insight, web design technical know-how and advice on how to successfully implement digital marketing strategies, follow ArtOneZero on Facebook, Twitter and LinkedIn.

You may also like...

7 Tips to Measure and Increase the ROI of Your Membership Website

7 Tips to Measure and Increase the ROI of Your Membership Website

Your membership website is the foundation of your membership organization’s online marketing and all of your other online marketing efforts drive potential new members to it. But after spending a lot of time and money on a new membership website design, how do you know that it brings a good ROI (Return on Investment)? In this article, we will look at 7 tips that will help you to measure and increase the ROI on your membership website.

Digital Marketing

Apr 17, 2017

What are Inbound links and how do they improve SEO?

If you want to be found among the top ranking websites on search engines, increase the popularity of your website with a large number of inbound links! Inbound links are links that are present on other web pages so that they can be used to direct search engines and customers to your web page. In this article, we look at what are Inbound links and how do they improve SEO?

SEO

Sep 3, 2015

logo-google-1991840_192_20180220-143758_1.png

All that you need to know about the Google Chrome Ad Blocker

Google launches a new version of its Chrome web browser today (15th February 2018), which will feature an inbuilt ad blocker to try and do away with intrusive ads from the browsing experience. There are still some clear standards and unanswered questions relating to Google’s new approach, so in this article, we wanted to tell you all you need to know.

Digital Marketing

Feb 15, 2018

Some of our work

We'd love to hear from you!

Email anytime, or call us on 020 301 103 90 during office hours.