SECOND ANNUAL Insights and trends - Salesforce LIVE

 
 
SECOND ANNUAL Insights and trends - Salesforce LIVE
SECOND ANNUAL



State of
Sales
Insights and trends from over
3,100 global sales trailblazers
About This Report                                                                                            State of Sales   1




Salesforce Research surveyed over 3,100 global
sales professionals to discover:

  • Which overall trends are changing the role
                                                                           1,305
    of sales?
  • How is sales pivoting to be smarter, faster, and
    more customer-centric?
  • Which technologies are the most impactful for      1,228

    improving sales productivity and efficiency?
  • Which strategies and tools are high performers
    adopting to stay ahead of the pack?
  • What does the future of selling look like?
                                                                                                  640
Throughout this report, data is examined relative
to business performance to identify patterns for
overall success. High-performing sales teams
are those that significantly increased year-over-
year (YoY) revenue. See page 4 for a breakdown
of high performers, moderate performers, and
underperformers.




                                                               Salesforce Research provides data-driven insights to help
                                                               businesses transform how they drive customer success.
                                                               Browse all reports at salesforce.com/research.
About This Report                                                                                                                         State of Sales    2




Breakdown of Sales Performance Levels
High-performing sales teams represent 20% of the overall survey population. Sales professionals surveyed include
B2C, B2B, and B2B2C teams.



                                                                                                            Moderate performers
                                                                                                        have somewhat increased or
                                                                                                      maintained YoY revenue growth




                                                                          71%




                                                                                                                   High performers
                      Underperformers
                                                                                                           have significantly increased
                      have negative YoY revenue growth                                                             YoY revenue growth



                                                                                              20%
                                                         9%


                                                                                                                                           Salesforce Research
Table of Contents                                                                                                                                                                        State of Sales    3




  Executive Summary........................................................................................................................................................... 4

  Introduction: Sales Teams Shift to Match the Connected Customer Mindset.........................................................5

  01         Rethinking Success: Customer Experience Is Now the Top Sales Benchmark............................................9

  02         A New Blueprint: Sales Becomes More Connected and Proactive.............................................................12

  03         The Productivity Gap: Top Sales Teams Turn to Tech and Training.............................................................17

  04         Smarter Selling: Intelligent Sales Takes Off..................................................................................................... 22

  Last Look: Keys to Success for Modern-Day Sales Teams........................................................................................... 26

  Country Profiles................................................................................................................................................................27

  Appendices........................................................................................................................................................................36

  Survey Demographics.....................................................................................................................................................57




                                                                                                                                                                                          Salesforce Research
Executive Summary                                                                                                                    State of Sales     4




What trends define the new era of                    Rethinking Success: Customer Experience Is Now the Top Sales Benchmark
                                            01
selling? Technology-empowered and                    (See page 9)

information-savvy customers now             In today’s connected marketplace, informed customers have more power to dictate which
expect sales reps to be intuitive,          businesses lead — and which fall behind. As a result, sales teams are pivoting to focus on customer-
                                            centricity. This shift is influencing sales teams to think differently about how they quantify success.
knowledgeable, fast, and personal.
                                            Customer experience/success is ranked as the top type of KPI used to measure success.
The new blueprint of sales replaces
product pitches with tailored                       A New Sales Blueprint: Sales Becomes More Connected and Proactive
customer solutions, reshapes                02      (See page 12)
traditional success metrics to prioritize   Sales teams must reimagine the traditional sales approach in order to keep up with customer
customer experience, and overhauls          preferences for instant, tailored, and always-on sales. Leading teams are better at understanding
                                            and anticipating their customers’ needs with collaboration, strong partner ecosystems, cross-
business-as-usual processes with
                                            channel interactions, and immediate engagement. High performers are 2.9x more likely
innovative technology adoption. As          than underperformers to strongly agree their company is available to customers anytime.
companies ready for the intelligent
marketplace of the future, successful               The Productivity Gap: Top Sales Teams Turn to Tech and Training
sales teams are arming their reps with
                                            03      (See page 17)
smarter selling capabilities.               Facing increased customer demands, sales teams can no longer afford to be hindered
                                            by time-consuming and manual administrative tasks. Top teams are bullish on
                                            technology that will help them close the productivity gaps, while others continue to lag
This report takes a deeper look into        behind. Among sales teams that cite ineffective internal processes as their top
how the role of sales is changing and       challenge, excessive administrative tasks was the top cause.
what defines success in the Age of
the Customer. Here is an overview of                Smarter Selling: Intelligent Sales Takes Off
                                            04      (See page 22)
top findings from our research.
                                            Intelligent technologies with the ability to automate, simplify, and ultimately transform the
                                            sales process are no longer confined to wish lists — they’re here now. In fact, triple-digit
                                            growth is expected in areas such as predictive intelligence (118%), lead-to-cash
                                            process automation (115%), and artificial intelligence (139%) in the next three years.


                                                                                                                                       Salesforce Research
Introduction                                                                                                                            State of Sales     5

Sales Teams Shift to Match the Connected Customer Mindset

The road maps for the marketplace are           Sales’ Influence on Business Strategy Execution Continues to Grow
changing — customers are now in the
driver’s seat of business success and           Sales is becoming a more powerful, strategic voice within companies. Seventy-three percent of sales
                                                professionals say the attention paid to sales has increased over the past five years.
disruption. As seamless customer experience
becomes the North Star for companies
across industries, the way businesses           Percentage of Sales Teams Who Say the Role of Sales Has Increased
operate is fundamentally changing.              Significantly or Somewhat in the Following Ways Over the Past Five Years

For sales, this means greater mindshare         Attention paid to sales within
and control over the business strategy          companies
                                                                                                                                                         73%
as an increased ownership of the
customer experience is needed from every        Influence of sales within
part of the business. Sales departments         companies
                                                                                                                                                         69%
are now positioned to be the testing
grounds for advanced technologies of
                                                Empowerment of sales within
the future, such as automation and              companies
intelligence, to meet customers on their                                                                                                                 65%
turf. Leading sales teams empower reps
with these cutting-edge capabilities to
usher in the Age of the Customer.



89%            of high-performing sales
professionals say that empowerment of sales
has increased over the past five years — 2.1x
more so than underperformers.




                                                                                                                                         Salesforce Research
Introduction                                                                                                                                                     State of Sales    6

Sales Teams Shift to Match the Connected Customer Mindset

Technologies like mobile, social, and the                Connected Customers Demand a Smarter Sales Experience*
Internet of Things have enabled customers
to be connected and in control. Sixty-one                Customers want sales reps who are personal consultants. Seventy-nine percent of business
percent of consumers — and 76% of business               buyers say it is absolutely critical or very important to interact with a salesperson who is a
                                                         trusted advisor — not just a sales rep — who adds value to their business.
buyers — say they feel significantly more
empowered than they did five years ago,
according to Salesforce Research’s “State of              Percentage of Business Buyers Who Say It’s Absolutely Critical
the Connected Customer” report. To keep                   or Very Important to Interact with a Salesperson Who...
pace and meet increasingly sophisticated
customer expectations, the traditional sales              Is focused on helping achieve their company’s
                                                          needs, not just making a quick sale                                                                           83%
process must evolve to be smarter, faster,
and more intuitive.

                                                          Is available when their company needs them
Today’s customers seek personalized and                                                                                                                                 82%
seamless engagement with the brands
they choose to do business with, and they                 Doesn’t try to sell them products they
expect their sales reps to learn, understand,             don’t need                                                                                                    80%
and anticipate their needs — like personal
consultants. Otherwise, these customers                   Understands their company’s preferences
can and will revoke their loyalty with the click          or needs                                                                                                      79%
of a button. In fact, 7 out of 10 consumers
— and 82% of business buyers — agree that                 Is a trusted advisor — not just a sales rep —
technology has made it easier to take their               who adds value to their business
                                                                                                                                                                        79%
business elsewhere.*

         SALES LEADER perspective

                                  “The more we understand what’s motivating our customers at a personal level, the better we’ll be able to partner with them to reach their
                                   desired outcomes.” — WALTER ROGERS, CEO, CCI GLOBAL HOLDINGS **




                                                          * “State of the Connected Customer,” Salesforce Research, October 2016.
                                                                                                                                                                  Salesforce Research
                                                         ** Taken from Quotable’s “7 Steps to Building a Customer-Obsessed Culture in Your Sales Organization”
Introduction                                                                                                                                                   State of Sales     7

Sales Teams Shift to Match the Connected Customer Mindset

The changing customer climate is proving      Customer Expectations Race to the Top of Sales Challenges
difficult for sales teams to acclimate to —
new technologies, roles, and processes        Meeting customer expectations is listed as the top overarching challenge to a sales
that extend beyond the confines of            organization’s process. Of the sales teams that cite it as a top challenge, the growing
                                              sophistication of customer needs is listed as the top reason. Here are the top six reasons, ranked.
the sales organization are needed to
truly succeed in this new age. Today,
sales reps — and other parties they           Ranked Reasons Why Meeting Customer Expectations Is a Top Challenge for Sales Teams*
increasingly collaborate with — must be
proficient not only at selling products or



                                              1                                                                      4
                                                                                                                                     Customers expect the same
services but also at understanding and                      Customer needs have                                                      level of service in every
anticipating customer needs. Otherwise,                     grown more sophisticated                                                 interaction (e.g., speaking
companies will forfeit loyalty                                                                                                       with sales or customer service)
to competitors that do.

There is a stark cultural and structural



                                              2                                                                      5
shift that sales organizations need to
                                                            Customer motivations have                                                Customers expect sales to
undergo in order to exceed customer
                                                            shifted from price to value                                              be available 24/7
expectations and avoid disruption. In
fact, the top two process challenges
sales organizations face are meeting
customer expectations and dealing



                                              3                                                                       6
with competitive concerns.                                  Customers have become more
                                                                                                                                     Customers expect sales to
                                                                                                                                     be a trusted advisor (e.g., go
                                                            experienced with competitive,
                                                                                                                                     beyond a sales rep role to be
                                                            disciplined bidding
                                                                                                                                     consultative to customers)




                                              * This chart is a partial list. For the complete list, see page 38.
                                                Data reported is out of a base of respondents who selected “Meeting Customer Expectations”                       Salesforce Research
                                                as the top overarching challenge in their sales process.
Introduction                                                                                                                         State of Sales          8

Sales Teams Shift to Match the Connected Customer Mindset

High-performing sales teams in this        Sales Innovation Goes Hand-in-Hand with Revenue Growth
report are those that cite a significant
increase in YoY revenue growth. These      Top teams are able to significantly grow their revenue because their entire company is aligned on
                                           how to empower sales teams to meet customer demands. Eighty-seven percent of high-performing
top teams lead the pack by aggressively
                                           sales teams say their company is aligned on how to empower sales to exceed goals.
innovating and pivoting toward the
customer. High-performing sales            Percentage of Sales Professionals Who Say Their                                            High Performers vs.
teams are 2.8x more likely than            Company Completely or Mostly Aligned on the Following                                        Underperformers
underpeformers to say their sales
organizations have become much                                                                                                                     2.4x
                                                                                                                            87%
more focused on personalizing              How to empower                                                55%                                      more likely to
                                                                                                                                                 be completely
customer interactions over the past        sales to exceed goals                            35%                                               or mostly aligned

12—18 months and 2.9x more likely
than underperformers to say the same
about providing customers with a
consistent experience.
                                                                                                                           85%                     2.1x
                                           Changing customer                                                 60%                                  more likely to
                                                                                                                                                 be completely
                                           expectations
                                                                                               41%                                            or mostly aligned

These teams thrive in companies that
understand the importance of arming
reps with advanced and intelligent
technologies. This approach empowers                                                                                      84%                      2.4x
                                           Resources needed                                                                                       more likely to
top teams to collect and understand                                                                      59%                                     be completely
                                           to engage customers
                                                                                           35%                                                or mostly aligned
customer data across departments, cut
down on process time, deliver instant
and proactive experiences, and create
personalized interactions — ultimately
                                           Importance of                                                                  83%                      2.1x
resulting in higher revenue growth.        cross-team collaboration                                        58%
                                                                                                                                                  more likely to
                                                                                                                                                 be completely
                                           (sales, marketing, service)
                                                                                               40%                                            or mostly aligned




                                                                         High performers    Moderate performers    Underperformers




                                                                                                                                      Salesforce Research
01           Rethinking Success                                                                                                                                      State of Sales     9

             Customer Experience Is Now the Top Sales Benchmark

Skeptics of the new sales paradigm             Sales Teams Shift Priorities to the Customer Relationship
need look no further than the shifting
objectives of sales teams across industries,   Sales teams are becoming more customer focused — six out of the top eight objectives over
                                               the next 12—18 months are customer-centric.
geographies, and sizes. Although bread-
and-butter priorities such as customer         Percentage of Sales Teams Who Rate the Following as One
acquisition and hiring more reps aren’t        of Their Most Important Sales Objectives Over the Next 12—18 Months*
going away any time soon, evolving
objectives reflect the pivot to a customer-    Grow number of leads/new customers                                                                                            56%
first mindset. These newly elevated
aspirations include increasing retention       Increase customer retention through
through deeper relationships (51%),            deeper relationships                                                                                                          51%
becoming trusted advisors to customers
(39%), and providing customers with a          Become a trusted advisor to customers (i.e., go
more personalized experience (37%).
                                               beyond a sales rep to be consultative to customers)                                                                           39%

Sales teams are adapting to their              Provide customers with a
                                               more personalized experience                                                                                                  37%
customers’ behaviors by emphasizing the
customer experience and focusing on
                                               Increase average order size
enabling personalized consultants rather       (e.g., upsell/cross-sell)                                                                                                     36%
than traditional product or service reps.

                                               Increase face time with customers                                                                                             35%


                                               Improve customer and sales data quality/accuracy                                                                              33%


                                               Improve use of sales technology                                                                                               33%

                                                                                                                     Customer-related sales objectives   Other sales objectives




                                                                                                                                                                       Salesforce Research
                                               * This chart is a partial list. For the complete list, see page 41.
01           Rethinking Success                                                                                                               State of Sales   10

             Customer Experience Is Now the Top Sales Benchmark

As seen on the previous page, customer         Customer Experience Overtakes Process as the Top KPI Type
experience and revenue-generating
                                               Sales teams are supplementing traditional success measures by benchmarking against customer
activities are no longer mutually exclusive.
                                               satisfaction. Customer experience/success is ranked as the top type of KPI used by sales teams to
While these two areas become more
                                               measure success.
intertwined, traditional metrics such as
quota and pipeline-generation alone don’t
suffice as definitive success metrics. The     Ranking of Sales Teams’ Top KPI Types
quality of the customer experience is now
key to setting sales teams apart from the

                                               1                                                       6
                                                        Customer experience/success
rest and therefore has also become the                  (e.g., Net Promoter Scores [NPS],
                                                                                                              Forecast (e.g., visibility, accuracy,
top KPI type used by sales organizations.                                                                     predictability)
                                                        customer satisfaction)




                                               2        Sales process (e.g., lead-to-cash time,
                                                        customer interactions)                         7      Pipeline quality (e.g., lead quality,
                                                                                                              accuracy, validation)




                                               3                                                       8
                                                        Organizational performance (e.g.,
                                                                                                              Guided selling (e.g., opportunity ranking
                                                        amount of new/recurring revenue
                                                                                                              by potential value)
Customer experience                                     versus targets)


is ranked the top KPI type used by sales

                                               4                                                       9
                                                        Account management (e.g., sales
organizations to measure success.                       performance versus account plan,
                                                                                                              Proposal/quote generation
                                                                                                              (e.g., lead-to-quote time)
                                                        account profitability, account growth rates)




                                               5                                                       10
                                                        Representative (individual)
                                                                                                              Pipeline generation (e.g., conversion
                                                        performance/productivity (e.g., calls
                                                                                                              rate, conversation rate)
                                                        made, proposals sent, converted leads)




                                                                                                                                               Salesforce Research
01           Rethinking Success                                                                                                                     State of Sales   11

             Customer Experience Is Now the Top Sales Benchmark

There is a stark mindset shift in sales, as   Many Sales Organizations Struggle to Track Customer Experience
evident by customer experience becoming
the standard bearer for success. With         Though customer experience has become the marker for sales success, it’s difficult to track without
                                              the right technology and tools. For those who didn’t list customer experience or success as one of
this pivot comes the added challenge
                                              their top three types of KPIs used to measure success, “not easy to track” was the top reason.
to not just deliver, but also track the
customer experience. While most sales
teams understand the relevance of             Ranked Reasons Why Sales Teams Haven’t Prioritized Customer Experience/Success KPIs*
customer success and the impact it has


                                              1
on their business, many lack the resources
necessary to effectively measure progress.                Not easy to track
Sales teams that lack the necessary tools
— such as analytics — to understand the


                                              2
level of customer satisfaction, what those
customers need, and how to take action,                   Lack required tools/software to track
are already behind in the connected era.

Top teams are empowered with the right
tools to track and improve engagement. For
example, high performers are 2.4x more
likely than underperformers to rate their
                                              3           Not tied to performance rating/bonus


team’s analytics and insights capabilities
as outstanding or very good.
                                              4           Not relevant across the business




                                              5           Not useful




                                              * Data reported is out of a base of respondents who did not select “Customer Experience/Success” as
                                                a top three KPI type used by their sales organization to measure success.                            Salesforce Research
02            A New Blueprint                                                                                                                          State of Sales   12

              Sales Becomes More Connected and Proactive

In order to successfully deliver and            Collaboration Is Seen as Key to a Connected Sales Journey
track customer experience, teams must
fundamentally change how they sell.             Collaboration is crucial to streamlining the sales process and ensuring customer success. Across
                                                all performance levels, 73% say collaborating across departments is absolutely critical or very
Sales organizations can no longer exist in
                                                important to their overall sales process.
siloes — they must now connect across
different departments, channels, and
partners in order to have complete              Percentage of Sales Teams Who Rate the Following Selling Techniques as Absolutely Critical
visibility into the customer journey.           or Very Important to Their Overall Sales Process
Seventy-three percent of consumers
say they are likely to switch brands if a
company provides inconsistent levels of
service (i.e., it feels like they are dealing
with a different company, instead of
a different department at the same
company, when they talk to a sales rep
versus a service rep).* Sales teams across
all performance levels understand that
                                                                     73%                                                         62%
collaborative selling is key.                                   Collaborating across                                        Collaborative selling
                                                                                                                         (e.g., integrating other departments
                                                                   departments
60%
                                                                                                                          such as marketing, service, etc., in
                                                               (e.g., sales, service, marketing)                                   the selling process)
              of sales professionals say
that collaborative selling has increased
productivity by more than 25%, and
more than half (52%) say it has done
the same for increasing pipeline.




                                                * “State of the Connected Customer,” Salesforce Research, October 2016                                   Salesforce Research
02           A New Blueprint                                                                                                        State of Sales   13

             Sales Becomes More Connected and Proactive

True collaborative selling is only possible   High-Performing Sales Teams Master a Single View of the Customer
with a single view of the customer across
all organizations. Digital transformation     Top teams are 2.1x more likely than underperformers to be outstanding or very good at having a
                                              single view of the customer.
now allows established companies
to connect their disparate systems of
engagement, while successful startups are
                                              Percentage of Sales Teams Who Are Outstanding or Very Good at
built from the ground up with the single      Providing a Single View of the Customer
view in mind. Sixty-eight percent of sales
professionals say it is absolutely critical   High performers
or very important to have a single view
of the customer across departments/
                                              Moderate performers
roles. Yet, only 17% of sales teams
rate their single view of the customer
capabilities as outstanding.                  Underperformers


Top teams prioritize access to customer
data across the entire organization.                       79%
                                                                                High Performers vs.
These companies are better equipped to                                           Underperformers
quickly understand, socialize, and act on
customer data at any given touchpoint
— such as preferences determined by a
                                                                                    2.1x
                                                                              more likely to be outstanding
marketing nurture campaign, shopping                                            or very good at providing
                                                                              a single view of the customer
behaviors gathered by an e-commerce
website, or future needs expressed on                                                                   37%
a service call.


                                                                             55%




                                                                                                                                     Salesforce Research
02           A New Blueprint                                                                                                         State of Sales   14

             Sales Becomes More Connected and Proactive

Collaborative selling isn’t just about       Successful Connected Selling Extends to the Partner Ecosystem
working together internally, it’s now also
about building and bolstering a supportive   Creating a connected sales experience for the customer extends beyond internal collaboration.
                                             Top teams also prioritize partner relationships — 76% of high-performing sales teams rate their
partner ecosystem. A truly connected sales
                                             partner and customer/prospect collaboration capabilities as outstanding or very good.
process includes many different facets —
75% of sale professionals agree
                                             Percentage of Sales Teams Who Are Outstanding or Very Good at Partner and
their company connects customers,
                                             Customer/Prospect Collaboration
employees, partners, and products.
                                             High performers
The right partners can help companies
discover hidden opportunities they
                                             Moderate performers
wouldn’t be able to access on their own,
while still delivering a seamless, branded
experience. For example, if a hotel chain    Underperformers
partners with an airline and rental car
agency, they can ensure that customers
are recognized across their journey and
                                                                                 High Performers vs.
that their trip is smooth from the time                                           Underperformers
they depart to the time they return.                     76%
Similarly, unique preferences learned
by these partners can be leveraged by
                                                                                    2.1x
                                                                               more likely to be outstanding
sales reps to tailor their pitches with                                        or very good at partner and
                                                                             customer/prospect collaboration
personalized recommendations.
                                                                                                           35%



                                                                             55%




                                                                                                                                       Salesforce Research
02             A New Blueprint                                                                                                            State of Sales   15

               Sales Becomes More Connected and Proactive

While communicating across partner                         Sales Seeks to Drive Personalization at Scale
experiences and on every channel is a key
component of success — on average, sales                   Despite technology innovation expectations, customers still look for human connections. As a result,
                                                           sales teams are finding the most success when they blend personal interactions with technologies
teams rate six channels as absolutely
                                                           that scale. In-person remains sales’ top communication channel for connecting with customers.
critical/very important for connecting with
customers — nothing yet eclipses the impact
of a human conversation. While many may                    Percentage of Sales Professionals Who Say It’s Absolutely Critical or Very Important to
imagine a world where technology replaces                  Connect with Customers Using the Following Communication Channels*
reps entirely, data shows that the desire for
one-to-one human connection is still more
                                                            In person
powerful than technology innovation for its                                                                                                     87%
own sake. Two-thirds of consumers, and 72%
of business buyers say they are likely to switch
                                                            Phone
brands if they’re treated like a number instead                                                                                                 83%
of an individual.**
                                                            Email
                                                                                                                                                78%
                                                            Knowledge bases (e.g., FAQs, library
Spotlight                                                   of information to search for and find
                                                            answers from a company’s website)
                                                                                                                                                54%
Top Teams Scale Engagement with New Channels
Self-service channels enable customers to engage on
                                                            Online forums
their terms and seek human interaction when needed.                                                                                             45%

Online Communities             Knowledge Bases
                                                            Social media
    High Performers vs. Underperformers                                                                                                         44%



2.7 x                          1.9x
more likely to say absolutely critical or very important
                                                            Online communities (e.g., interacting
                                                            with other customers)                                                               43%

                                                           Mobile app, including the ability to
                                                           contact sales, service, support, etc.
                                                                                                                                                42%

                                                            * This chart is a partial list. For the complete list, see page 45.             Salesforce Research
                                                           ** “State of the Connected Customer,” Salesforce Research, October 2016
02           A New Blueprint                                                                                                                               State of Sales      16

             Sales Becomes More Connected and Proactive

Beyond having a presence across                Leading Sales Teams Rise to New Anytime, Anywhere Expectations
multiple channels and prioritizing human
interactions, sales teams must overhaul        Successful teams exceed customer demands for instant interactions wherever they engage. High
                                               performers are 2.9x more likely than underperformers to strongly agree their company is available
business-as-usual processes to adapt
                                               to customers at any time.
to customers’ real-time expectations.
Modern-day customers live in a culture
of immediacy in which mobile has               Percentage of Sales Professionals Who Strongly Agree with Each Statement                                      High Performers vs.
completely altered the definition of           about Their Company                                                                                             Underperformers

“timely” interactions. Sixty-four percent of
consumers say they expect companies to
                                               My company engages                                                        30%
                                                                                                                                              55%
                                                                                                                                                                       3.8x
interact with them in real time, and 80%       proactively with customers
                                                                                                                                                                       more likely to

say a company responding immediately                                                                      14%                                                          strongly agree


when they reach out for help influences
their loyalty.* However, only 29% of sales
teams are currently providing a mobile         My company is available to
                                               customers on any channel they                                  22%
                                                                                                                                         49%
                                                                                                                                                                       3.2x
app to their salespeople.                      choose to connect with us on                                15%
                                                                                                                                                                       more likely to
                                                                                                                                                                       strongly agree



Sales teams can no longer afford lag time
between customers’ initiating contact and
the company responding. Top-performing         My company is available to
                                                                                                                24%
                                                                                                                                        48%
                                                                                                                                                                       2.9x
                                                                                                                                                                       more likely to
teams meet customers where they are, at        customers at any time
                                                                                                             17%                                                       strongly agree

the exact moment — or even before — they
are needed. High performers are 3.8x
                                                                                              High performers           Moderate performers    Underperformers
more likely than underperformers to
strongly agree their company reaches
out to customers proactively.




                                               * “State of the Connected Customer,” Salesforce Research, October 2016
                                                                                                                                                             Salesforce Research
03           The Productivity Gap                                                                                                                                                         State of Sales           17

             Top Sales Teams Turn to Tech and Training

While sales departments move to innovate                  Inefficient Processes Hinder Sales Teams
and become more customer-centric, the
                                                          Decreased productivity impacts the success of not only sales, but also the entire company. Among
day-to-day sales process is still plagued
                                                          teams who cite ineffective internal processes as their top challenge, they point to excessive
by time-consuming administrative
                                                          administrative tasks as the primary cause.
tasks, siloed customer information, and
outdated management systems. If sales                     Percentage of Sales Teams Who Say the Following Are Reasons Why Ineffective Internal
reps aren’t armed with capabilities at                    Processes Is Their Sales Challenge*
least as sophisticated as those of their
                                                          Excessive administrative tasks
customers, they risk continually falling
                                                          (i.e., not enough time to sell)                                                                                                         45%
short of customer demands.

Technologies like analytics, mobile,                      Lack of time for face-to-face selling                                                                                                   22%
and automation can go a long way to
improving a sales rep’s daily productivity.               Limited insight into issues until
                                                          it’s too late/lack of timely insight
Analytics tracks and interprets actionable                into the sales process                                                                                                                  21%
customer data. Mobile sales apps allow
reps to look at those insights instantly
                                                          Lack of alignment with marketing
as well as act on the information from                    (e.g., poor leads, ineffective content)
                                                                                                                                                                                                  19%
anywhere. Automation provides relief
from human error, manual data entry,
and cumbersome processes.                                 It takes too long to respond
                                                          to customer inquiries                                                                                                                   18%



          SALES LEADER perspective

                                “Sales productivity is one of the reasons why Zillow is as successful as it is today. And a lot of the sales efficiency came as a result of
                                 putting better sales tools and information at the fingertips of salespeople.” — TONY SMALL, VP AND GM, PREMIER AGENT, ZILLOW **




                                                          * This chart is a partial list. For the complete list, see page 47.
                                                            Data reported is out of a base of respondents who selected “Ineffective Internal Processes” as the top overarching challenge in their sales process.
                                                         ** Taken from Quotable’s “How to Boost Sales and Productivity by 275% with Zillow’s Tony Small”                                    Salesforce Research
03           Spotlight                                                                                                                                       State of Sales   18

             A Day in the Life of a Sales Rep

Much of the success of the entire sales        Sales Reps Aren’t Spending Most of Their Time Selling
organization rests on the productivity and
                                               While half of sales reps report relationship building as their favorite activity,* most are too bogged
efficiency of its reps. Reps are the primary
                                               down by day-to-day tasks to engage with customers as much as they’d like. On average, sales reps
enablers of the customers’ experience
                                               spend 64% of their time on non-selling tasks.
in the sales process. These employees
are on the ground engaging customers,
and facilitating new deals. However,           Percentage of Time in an Average Week Sales Reps Spend on the Following Tasks**
according to Quotable’s “Day in the Life of
a Salesperson” report, while half of sales
reps say that relationship building is their
                                                12%                                                                                                         25%
favorite activity,* the data shows that most    Connecting with clients                                                                            Administrative tasks
                                                or prospects virtually
of their time is still spent on non-selling
tasks such as manually entering data,
calendering, and account maintenance.
                                               24%
                                               Connecting with clients
                                               or prospects in person
                                                                                                      36%                          64%
                                                                                                      Selling                      Non-Selling

                                                                                                                                                            16%
                                                                                                                                                          Service tasks



                                               7%
                                               Down time
                                                                                                                                                              7%
                                                                                                                                                             Traveling

                                               6%                                                                                                              4%
                                               Internal company meetings
                                                                                                                                                              Training


                                                                                                                                                              Salesforce Research
                                                * Taken from “A Day in the Life of a Salesperson” by Quotable, a Salesforce publication.
                                               ** Data reported is out of a base of respondents in a sales rep or self-employed/consultant role.
03           The Productivity Gap                                                                                                                             State of Sales   19

             Top Sales Teams Turn to Tech and Training

Mobile technology is a critically important             Sales Teams Adopt a Mobile Mindset*
element of the modern sales toolkit. It
                                                        Mobile not only allows reps to meet the new real-time mandate, it also enables anywhere, anytime
enables sales organizations to lean into
                                                        selling and collaboration among reps.
the culture of immediacy and meet
customers where they are. Over the past                 Percentage of Sales Teams Who Use Mobile Apps in Their Sales Process in the Following Ways**
12—18 months, 70% of sales teams
have become more focused on providing                    To connect with customers on the go
                                                                                                                                                                    53%
customers with real-time response
and feedback as a result of changing                     To support selling in customer-facing situations                                                           49%
customer expectations. When reps have                    To get notifications/alerts on important customer/sales
data, analytics, and automation in their                 information                                                                                                46%
hands, they can interact with customers,
collaborate, and close deals from                        To collaborate with team members on the go                                                                 44%
anywhere, at any time.
                                                        Percentage of Sales Teams Who Cite a Major Benefit from Using a Mobile Sales App
Top teams are already mastering mobile.
Successful sales teams have a robust                     Access to data from anywhere
mobile strategy in place and are able                                                                                                                               66%
to arm their reps with apps that allow                  Selling from anywhere                                                                                       60%
guided selling, real-time visibility into
analytics, and instant collaboration.                    Real-time communications with customers                                                                    59%
High-performing sales teams are 3.5x
more likely than underperformers to                      Real-time communications with team members                                                                 55%
rate their mobile sales capabilities as
outstanding or very good.                                Faster selling                                                                                             53%


          SALES LEADER perspective

                         “A mobile selling environment is far more than putting a cell phone in the hands of every member of your team. It’s about understanding and
                          embracing a completely new way of doing business.” — COLLEEN FRANCIS, OWNER, ENGAGE SELLING SOLUTIONS ***




                                                          * Data reported is out of a base of respondents whose sales organization uses a mobile sales app.    Salesforce Research
                                                         ** This chart is a partial list. For the complete list, see page 48.
                                                        *** Taken from Quotable’s “Want to Increase Sales Productivity? Adopt Mobile Selling”
03            The Productivity Gap                                                                                                     State of Sales   20

              Top Sales Teams Turn to Tech and Training

When leveraged correctly and proper       Sales Reps Experience Increased Efficiency with Analytics
processes are established, analytics
                                          Analytics is a powerful tool for sales teams. Seventy-six percent say it has improved their ability to
can be transformative, especially in
                                          provide customers with a consistent experience, while 70% say the same about sales velocity.
areas such as lead quality or providing
visibility to managers. The ability to    Percentage of Sales Professionals Who Say Using Sales Analytics Has Significantly or Somewhat
interpret customer and operational        Improved the Following*
data — as well as act on the insights
— opens the door to a more efficient,     Ability to provide customers with a
accurate, and personalized process.       consistent experience across every channel
                                          (e.g., in store, online, email, mobile)
High performers are 2.4x more                                                                                                                 76%
likely than underperformers to rate
their team’s analytics capabilities as    Sales velocity                                                                                      70%
outstanding or very good.


79%                                                                                                                                           70%
                                          Close rates
               of sales teams
currently use or are planning to
                                          Time spent per lead
use sales analytics technology.                                                                                                               67%




                                          * Data reported is out of a base of respondents who use sales analytics.


                                                                                                                                         Salesforce Research
03           The Productivity Gap                                                                                                             State of Sales   21

             Top Sales Teams Turn to Tech and Training

Without buy-in and extensive education         Training Is Core to a Successful Sales Process
for sales reps, companies will fall short on
realizing the potential of even the most       Successful sales teams understand how rapidly the marketplace is changing and the importance
                                               of training is during this critical shift. Eighty-percent of high-performing sales teams rate their sales
advanced technologies.
                                               training process as outstanding or very good.

Top teams understand training is imperative    Percentage of Sales Teams Who Are Outstanding
to effectively empower sales reps with         or Very Good at Sales Training Processes/Effectiveness
productivity-enhancing technologies and
ultimately better engage with customers.
                                               High performers
Informed teams perform better, and training
must be built into the evolving strategies
as organizations take a more holistic,         Moderate performers
collaborative, and intelligence-driven
approach to the sales process.                 Underperformers

                                                             80%
                                                                                     High Performers vs.
                                                                                      Underperformers


                                                                                         2.5x
                                                                                   more likely to be outstanding
                                                                                   or very good at sales training
                                                                                      processes/effectiveness
                                                                                                                    33%




                                                                                       51%




                                                                                                                                               Salesforce Research
04           Smarter Selling                                                                                                                 State of Sales   22

             Intelligent Sales Takes Off

Intelligent technologies open the gates       Major Growth Expected for Sales Intelligence and Automation
to a smarter, more efficient sales process.
                                              Sales teams are making a shift toward intelligent technologies to streamline processes. Triple-digit
Forward-thinking teams are already
                                              growth for smarter capabilities like predictive intelligence and guided selling. Artificial intelligence is
planning how to use these technologies        the top growth area for sales teams — 139% plan to use it in the next three years.
for a leg up in the Age of the Customer.
For instance, high-performing sales           Sales Teams’ Anticipated Growth in Usage of the Following
teams are 2.3x more likely than               Intelligent Selling Capabilities Over the Next Three Years
underperforming teams to currently            Artificial intelligence to automatically
use guided selling.                           recommend products to customers
                                              based on their preferences                                                               139%
Although current adoption is nascent          Deep learning to classify, predict, and
                                              react to patterns within data                                                   122%
(see page 54 for the current adoption
rates), smart technology adoption is on       Predictive intelligence (e.g., lead scoring,
everybody’s roadmap. In the next one          predictive forecasting, etc.)                                                 118%
to three years, sales teams will embrace
an entirely new, smarter sales process        Automated lead-to-cash process                                              115%
powered by automation and intelligence.
                                              Marketing automation                                                    110%
Soon, product recommendations,
lead scoring, email response, and even        Guided selling and coaching (i.e., adaptive
day-to-day administrative tasks will be       intelligence on next best activity)                                98%
effortlessly and autonomously integrated
                                              Next-step analysis to anticipate
so that sales reps can focus on delivering    customer needs and prioritize tasks                              96%
the best customer experience.
                                              Email sentiment analysis (i.e., whether email is
                                              good or bad for the opportunity)                                 96%

                                              Sales automation                                          83%

                                              Configure, price, and quoting (CPQ)                72%



                                                                                                                                               Salesforce Research
04           Smarter Selling                                                                                                               State of Sales      23

             Intelligent Sales Takes Off

While current adoption may still be low,      Successful Teams Work to Master the New Intelligent Process
the select forward-thinking teams that
                                              Top teams are adept at implementing a smarter, faster sales process. For example, high-performing
have already integrated automation and
                                              sales teams are 2.8x more likely to be outstanding or very good at predictive intelligence.
intelligence into their process are seeing
drastic results. Mastery of these next-
generation capabilities is setting the high   Percentage of Sales Teams Who Are Outstanding                                                 High Performers vs.
                                              or Very Good in the Following Areas                                                             Underperformers
performers apart from the laggards.

Configure, price, quote (CPQ) processes;
                                                                                                                                                      2.3x
                                              Configure, price, quote (CPQ) process (e.g.,
process automation; and predictive            configure complicated product offerings, price                                       75%
intelligence give top teams the               them in the correct way, and create fast /accurate                       49%                             more likely to
                                                                                                                                                      be outstanding
                                              quotes based on that information)
advantage by creating a streamlined                                                                              33%                                    or very good


process with the added ability to be
proactive in their workflows. As more
teams become bullish on smarter tech,         Predictive intelligence (e.g., using data to
                                              recommend next steps, help make insightful
                                                                                                                                 70%                   2.8x
the sales industry will experience an                                                                                42%                               more likely to
                                              decisions, and alert sales to relevant insights)                                                        be outstanding
entirely new way of selling — predictive.                                                                    25%                                        or very good




                                              Process automation (e.g., technology used
                                              to automate sales-related tasks like data entry,
                                                                                                                                 70%                   2.7x
                                                                                                                     44%                               more likely to
                                              report generation, etc.)                                                                                be outstanding
                                                                                                              26%                                       or very good




                                                                                                   High performers   Moderate performers   Underperformers




                                                                                                                                            Salesforce Research
04           Smarter Selling                                                                                                        State of Sales     24

             Intelligent Sales Takes Off

Predictive selling is the new frontier for   Sales Teams Shift Focus to a Proactive Mindset
sales. By 2020, more than half (51%) of
consumers and 75% of business buyers         Based on customer demands, sales teams are shifting toward a predictive selling approach.
expect companies to anticipate their         Seventy-eight percent of sales teams say they are more focused on anticipating customer needs,
                                             and 76% say the same about being proactive.
needs and make relevant suggestions
before customer contact.* The sales rep
                                             Percentage of Sales Teams Who Have Shifted Their Focus Over the Past 12—18 Months
of the future must be able to fully          to Be Much More or Somewhat More Focused on the Following
anticipate and fulfill customer needs
before contacted.

Embracing the new wave of intelligent
technologies early will put sales teams
ahead of the competition. In addition
to being included in the top three
technologies that sales teams plan to
adopt, predictive intelligence is
being used or forecast to be used in
the next three years by 86% of high-                               78%                                                 76%
performing teams.
                                                       Anticipating customer needs                                    Being proactive




                                             * “State of the Connected Customer,” Salesforce Research, October 2016
                                                                                                                                        Salesforce Research
04            Smarter Selling                                                                                                                                             State of Sales         25

              Intelligent Sales Takes Off

The future competitive advantage for sales          Top Teams Experience Broad Impact with Intelligence
teams will be intelligent capabilities like AI.
High-performing teams are 3.4x more                 When done right, intelligent capabilities lead to profound sales success. For example, high-
likely than underperforming teams to use            performing sales teams are 10.5x more likely than underperformers to experience a major positive
                                                    impact on forecast accuracy when using intelligent capabilities.
artificial intelligence (AI) currently.
                                                    Percentage of Sales Teams Who Have Experienced a Major Positive Impact                                                    High Performers vs.
                                                                                                                                                                                Underperformers
Intelligence isn’t only a forward-looking           Across the Following from Using Intelligent Selling Capabilities*
concept. It’s already upending the traditional
sales process and transforming it for the better.
Today, smart tools prevent sales reps from                                                                                    31%
                                                                                                                                                      54%
                                                                                                                                                                                        2.2x
                                                                                                                                                                                        more likely to
                                                    Customer/prospect nurturing
being bogged down by inefficient processes,                                                                                24%                                                     experience a major
                                                                                                                                                                                      positive impact

manual data entry, or repetitive tasks and
direct their energy toward what matters.
                                                                                                                           29%
                                                                                                                                                      54%                               2.6x
                                                                                                                                                                                        more likely to
                                                    Productivity of sales reps                                                                                                     experience a major
Leading teams are experiencing substantial                                                                              20%                                                           positive impact

improvements with intelligence across a wide
breadth of areas such as prospect nurturing,
forecast accuracy, and pipeline generation.
                                                                                                                                                 49%                                10.5x
                                                                                                                            25%                                                         more likely to
                                                    Forecast accuracy                                                                                                              experience a major
                                                                                                          5%                                                                          positive impact




                                                                                                                                                 48%                                    3.5x
                                                    Predictive selling
                                                                                                                             26%                                                        more likely to
                                                                                                                                                                                   experience a major
                                                                                                                  14%                                                                 positive impact




                                                                                                                                                43%                                     3.8x
                                                                                                                           23%                                                          more likely to
                                                    Deal close rate                                                                                                                experience a major
                                                                                                                11%                                                                   positive impact




                                                                                                                 17%
                                                                                                                                          40%                                           3.9x
                                                                                                                                                                                        more likely to
                                                    Pipeline generation                                                                                                            experience a major
                                                                                                              10%                                                                     positive impact


                                                                                                        High performers           Moderate performers       Underperformers
                                                                                                                                                                              Salesforce Research
                                                    * Data reported is out of a base of respondents who use intelligent selling capabilities.
Last Look                                                                                                  State of Sales   26

Keys to Success for Modern-Day Sales Teams


       01| Start Tracking Customer Experience
       Though quota-related metrics are not going away,
       business success increasingly hinges on the customer.       02| Adopt the New Sales Blueprint
       Customers are in control of the marketplace, and today’s    A new sales approach is required to lead in the
       top sales teams effectively prioritize and track the        Age of the Customer. Top teams are pivoting their
       customer experience. Analytics is a beneficial tool for     mindsets and strategies toward the customer. Cross-
       understanding and measuring customer sentiment.             collaboration, strong partner ecosystems, self-service
                                                                   channels, human interaction, and rising to meet new
                                                                   anytime, anywhere expectations, are all part of this
                                                                   new blueprint for success.




    03| Minimize Inefficient Processes
    Despite the heightened importance of customer
    interaction, sales reps still aren’t spending most of their   04| Take the Leap into Smarter Selling
    time selling. Without a streamlined process, sales reps       Future tech like guided selling, predictive intelligence,
    are slowed down by administrative tasks such as manual        and artificial intelligence is now within reach.
    data entry and email management. Tools like mobile,           Technology innovation has made it possible for sales
    analytics, and automation can drastically improve the         teams to begin experiencing a world of proactive and
    traditional sales process.                                    smarter selling. Intelligent sales is the future, and those
                                                                  who are getting a head start are seeing results in every
                                                                  corner of their sales process.




                                                                                                             Salesforce Research
State of Sales   27




Country Profiles
Country Profile                                                                                                                                                                                                      28
                                                                                                                                                                                             State of Sales


United States (903 Sales Professionals)

 Top of Mind for Sales Professionals                                                                     Cross-Team Collaboration
Top Types of KPIs                                                                                       Percentage Who Rate the Following as Absolutely Critical or Very Important to Their Sales Process




1                                    2                             3
                                                                                                                                   73%                                     71%                               63%
       Customer                                                                                         Collaborating across departments      Having a single customer view        Collaborative selling
       experience/success                   Sales process                 Account management                                                  across departments/roles


 (e.g., Net Promoter Scores [NPS],
 customer satisfaction, customer
                                      (e.g., lead-to-cash time,
                                      customer response time,
                                                                    (e.g., sales performance
                                                                    versus account plan, account         Benefits of Intelligent Selling
 loyalty, renewal rate/churn rate,    customer interactions)        profitability, account growth
 sentiment analysis)                                                rates)
                                                                                                        Percentage Experiencing a Major Positive Impact on the Following

                                                                                                                     36%                                   35%                               27%
Top Sales Objectives Over Next 12—18 Months                                                             Customer/prospect nurturing           Productivity of sales reps           Predictive selling



1                                    2                             3
                                            Increase customer             Provide customers
       Grow number of leads/
       new customers
                                            retention through
                                            deeper relationships
                                                                          with a more
                                                                          personalized experience
                                                                                                         Anticipated Growth in Intelligent Sales Tech Use
                                                                                                        Growth in Use Expected Across the Following Technologies Over the Next Three Years


 Mobile’s Impact on the Sales Process                                                                   125%
                                                                                                        Deep learning to classify, predict,
                                                                                                                                              120%
                                                                                                                                              Artificial intelligence to
                                                                                                                                                                                   114%
                                                                                                                                                                                   Predictive intelligence


56%                       of sales professionals say their company is using or                          and react to patterns within data     automatically recommend              (e.g., lead scoring, predictive
                                                                                                        (i.e., more accurately recommend                                           forecasting, etc.)
                                                                                                                                              products to customers based
                          planning to use mobile apps in the next two years.                            products to your customers)
                                                                                                                                              on their preferences


Top Mobile App Use Cases
                                                                                                         Predictive Selling Comes into Focus
1                                    2                             3
                                            To support selling            To get notifications/alerts
       To connect with                      in customer-facing            on important customer/        Percentage Who Have Become Much More or Somewhat More Focused on the Following Over the
       customers on the go                  situations                    sales information             Past 12—18 Months

                   53%                                  52%                         50%


Top Mobile Selling Benefits                                                                                                             84%                                   84%
Percentage Experiencing a Major Benefit Across the Following                                                                          Anticipating                              Being
                                                                                                                                    customer needs                            proactive
                        69%                                  67%                        61%
Access data from anywhere            Selling from anywhere         Real-time communications with
                                                                   customers
                                                                                                                                                                                               Salesforce Research
Country Profile                                                                                                                                                                                                           29
                                                                                                                                                                                                  State of Sales


Canada (325 Sales Professionals)

 Top of Mind for Sales Professionals                                                                         Cross-Team Collaboration
Top Types of KPIs                                                                                           Percentage Who Rate the Following as Absolutely Critical or Very Important to Their Sales Process




1                                    2                                    3
                                                                                                                                         75%                                70%                                   64%
       Customer experience/                                                                                 Collaborating across departments      Having a single customer view         Collaborative selling
       success                              Sales process                        Account management                                               across departments/roles


 (e.g., Net Promoter Scores [NPS],
 customer satisfaction, customer
                                      (e.g., lead-to-cash time,
                                      customer response time,
                                                                           (e.g., sales performance
                                                                           versus account plan, account      Benefits of Intelligent Selling
 loyalty, renewal rate/churn rate,    customer interactions)               profitability, account growth
 sentiment analysis)                                                       rates)
                                                                                                            Percentage Experiencing a Major Positive Impact on the Following

                                                                                                                       30%                                 26%                                    26%
Top Sales Objectives Over Next 12—18 Months                                                                 Productivity of sales reps            Customer/prospect nurturing           Predictive selling



1                                    2                                    3
                                            Increase customer
       Grow number of leads/
       new customers
                                            retention through
                                            deeper relationships
                                                                                 Become a trusted
                                                                                 advisor to customers
                                                                                                             Anticipated Growth in Intelligent Sales Tech Use
                                                                                                            Growth in Use Expected Across the Following Technologies Over the Next Three Years


 Mobile’s Impact on the Sales Process                                                                       173%
                                                                                                            Artificial intelligence to
                                                                                                                                                  137% 120%
                                                                                                                                                  Deep learning to classify, predict,   Predictive intelligence


61%                       of sales professionals say their company is using or                              automatically recommend               and react to patterns within data     (e.g., lead scoring, predictive
                                                                                                                                                  (i.e., more accurately recommend      forecasting, etc.)
                                                                                                            products to customers based
                          planning to use mobile apps in the next two years.                                on their preferences
                                                                                                                                                  products to your customers)



Top Mobile App Use Cases
                                                                                                             Predictive Selling Comes into Focus
1                                    2                                    3
                                            To get notifications/alerts
       To connect with                      on important customer/               To collaborate with team   Percentage Who Have Become Much More or Somewhat More Focused on the Following Over the
       customers on the go                  sales information                    members on the go          Past 12—18 Months

                       65%                               56%                                 55%


Top Mobile Selling Benefits                                                                                                                80%                                    79%
Percentage Experiencing a Major Benefit Across the Following                                                                               Anticipating                              Being
                                                                                                                                         customer needs                            proactive
                      64%                                    64%                                62%
Access data from anywhere            Selling from anywhere                Real-time communications with
                                                                          customers
                                                                                                                                                                                                    Salesforce Research
Country Profile                                                                                                                                                                                                      30
                                                                                                                                                                                                State of Sales


France (325 Sales Professionals)

 Top of Mind for Sales Professionals                                                                         Cross-Team Collaboration
Top Types of KPIs                                                                                           Percentage Who Rate the Following as Absolutely Critical or Very Important to Their Sales Process




1                                    2                                 3
                                                                                                                                     77%                                    70%                                65%
       Customer experience/                 Organizational                                                  Collaborating across departments   Having a single customer view           Collaborative selling
       success                              performance                       Sales process                                                    across departments/roles


 (e.g., Net Promoter Scores [NPS],
 customer satisfaction, customer
                                      (e.g., amount of new/recurring
                                      revenue versus targets)
                                                                        (e.g., lead-to-cash time,
                                                                        customer response time,              Benefits of Intelligent Selling
 loyalty, renewal rate/churn rate,                                      customer interactions)
 sentiment analysis)
                                                                                                            Percentage Experiencing a Major Positive Impact on the Following

                                                                                                                          37%                              34%                                     33%
Top Sales Objectives Over Next 12—18 Months                                                                 Predictive selling                 Productivity of sales reps              Deal close rate



1                                    2                                 3
                                            Increase customer                 Provide customers with
       Grow number of leads/
       new customers
                                            retention through
                                            deeper relationships
                                                                              a more personalized
                                                                              experience
                                                                                                             Anticipated Growth in Intelligent Sales Tech Use
                                                                                                            Growth in Use Expected Across the Following Technologies Over the Next Three Years


 Mobile’s Impact on the Sales Process                                                                       142%
                                                                                                            Automated lead-to-cash process
                                                                                                                                               139% 134%
                                                                                                                                               Marketing automation                    Artificial intelligence to


76%                       of sales professionals say their company is using or                                                                                                         automatically recommend
                                                                                                                                                                                       products to customers based on
                          planning to use mobile apps in the next two years.                                                                                                           their preferences


Top Mobile App Use Cases
                                                                                                             Predictive Selling Comes into Focus
1                                    2                                 3
                                                                              To get notifications/alerts
       To connect with                      To search and                     on important customer/        Percentage Who Have Become Much More or Somewhat More Focused on the Following Over the
       customers on the go                  access files                      sales information             Past 12—18 Months

                  51%                                 50%                                50%


Top Mobile Selling Benefits                                                                                                             84%                                    78%
Percentage Experiencing a Major Benefit Across the Following                                                                           Anticipating                                 Being
                                                                                                                                     customer needs                               proactive
                         71%                                 66%                               65%
Access data from anywhere            Real-time communications with     Selling from anywhere
                                     customers
                                                                                                                                                                                                  Salesforce Research
Country Profile                                                                                                                                                                                                           31
                                                                                                                                                                                                    State of Sales


Germany (326 Sales Professionals)

 Top of Mind for Sales Professionals                                                                         Cross-Team Collaboration
Top Types of KPIs                                                                                           Percentage Who Rate the Following as Absolutely Critical or Very Important to Their Sales Process




1                                    2                                     3
                                             Representative                                                                           81%                                      76%                                      71%
                                             (individual) performance/                                      Collaborating across departments     Having a single customer view             Collaborative selling
       Sales process                         productivity                         Account management                                             across departments/roles


 (e.g., lead-to-cash time,
 customer response time,
                                      (e.g., calls made, proposals sent,
                                      converted leads, onboarding
                                                                            (e.g., sales performance
                                                                            versus account plan, account     Benefits of Intelligent Selling
 customer interactions)               time)                                 profitability, account growth
                                                                            rates)
                                                                                                            Percentage Experiencing a Major Positive Impact on the Following

                                                                                                                             52%                                   44%                                     43%
Top Sales Objectives Over Next 12—18 Months                                                                 Customer/prospect nurturing          Predictive selling                        Productivity of sales reps



1                                    2                                     3
       Increase customer
       retention through
       deeper relationships
                                             Increase face time
                                             with customers
                                                                                  Grow number of leads/
                                                                                  new customers
                                                                                                             Anticipated Growth in Intelligent Sales Tech Use
                                                                                                            Growth in Use Expected Across the Following Technologies Over the Next Three Years


 Mobile’s Impact on the Sales Process                                                                       216%
                                                                                                            Artificial intelligence to
                                                                                                                                                 206% 174%
                                                                                                                                                 Predictive intelligence                   Automated lead-to-cash process


72%                          of sales professionals say their company is using or                           automatically recommend              (e.g., lead scoring, predictive
                                                                                                                                                 forecasting, etc.)
                                                                                                            products to customers based
                             planning to use mobile apps in the next two years.                             on their preferences


Top Mobile App Use Cases
                                                                                                             Predictive Selling Comes into Focus
1                                    2                                     3
       To get notifications/alerts
       on important customer/                To connect with                      To access analytics       Percentage Who Have Become Much More or Somewhat More Focused on the Following Over the
       sales information                     customers on the go                  dashboards or reports     Past 12—18 Months

                 48%                                  47%                                  47%


Top Mobile Selling Benefits                                                                                                               71%                                        70%
Percentage Experiencing a Major Benefit Across the Following                                                                                Being                                    Anticipating
                                                                                                                                          proactive                                customer needs
                         69%                                 65%                                 63%
Access data from anywhere            Real-time communications with         Real-time communications with
                                     team members                          customers
                                                                                                                                                                                                      Salesforce Research
Country Profile                                                                                                                                                                                                      32
                                                                                                                                                                                            State of Sales


Netherlands (325 Sales Professionals)

 Top of Mind for Sales Professionals                                                                     Cross-Team Collaboration
Top Types of KPIs                                                                                       Percentage Who Rate the Following as Absolutely Critical or Very Important to Their Sales Process




1                                    2                                    3
                                                                                                                                      87%                                79%                                        77%
                                            Customer experience/                                        Collaborating across departments    Having a single customer view         Collaborative selling
       Guided selling                       success                              Sales process                                              across departments/roles


 (e.g., opportunity ranking by
 potential value, sales activity
                                      (e.g., Net Promoter Scores [NPS],
                                      customer satisfaction, customer
                                                                           (e.g., lead-to-cash time,
                                                                           customer response time,       Benefits of Intelligent Selling
 effectiveness)                       loyalty, renewal rate/churn rate,    customer interactions)
                                      sentiment analysis)
                                                                                                        Percentage Experiencing a Major Positive Impact on the Following

                                                                                                                        49%                                  47%                                     47%
Top Sales Objectives Over Next 12—18 Months                                                             Customer/prospect nurturing         Productivity of sales reps            Forecast accuracy



1                                    2                                    3
                                            Increase customer
       Grow number of leads/
       new customers
                                            retention through
                                            deeper relationships
                                                                                 Become a trusted
                                                                                 advisor to customers
                                                                                                         Anticipated Growth in Intelligent Sales Tech Use
                                                                                                        Growth in Use Expected Across the Following Technologies Over the Next Three Years


 Mobile’s Impact on the Sales Process                                                                   101%
                                                                                                        Artificial intelligence to
                                                                                                                                            83%
                                                                                                                                            Deep learning to classify, predict,
                                                                                                                                                                                  79%
                                                                                                                                                                                  Predictive intelligence


68%                         of sales professionals say their company is using or                        automatically recommend             and react to patterns within data     (e.g., lead scoring, predictive
                                                                                                                                            (i.e., more accurately recommend      forecasting, etc.)
                                                                                                        products to customers based
                            planning to use mobile apps in the next two years.                          on their preferences
                                                                                                                                            products to your customers)



Top Mobile App Use Cases
                                                                                                         Predictive Selling Comes into Focus
1                                    2                                    3
       To get notifications/alerts
       on important customer/               To prioritize and                    To create and          Percentage Who Have Become Much More or Somewhat More Focused on the Following Over the
       sales information                    manage emails                        assign tasks           Past 12—18 Months

               40%                                 38%                                 38%


Top Mobile Selling Benefits                                                                                                           88%                                   87%
Percentage Experiencing a Major Benefit Across the Following                                                                       Anticipating                                Being
                                                                                                                                 customer needs                              proactive
                          68%                                68%                              55%
Access data from anywhere            Real-time communications with        Selling from anywhere
                                     customers
                                                                                                                                                                                               Salesforce Research
Country Profile                                                                                                                                                                                                  33
                                                                                                                                                                                         State of Sales


United Kingdom/Ireland (329 Sales Professionals)

 Top of Mind for Sales Professionals                                                                   Cross-Team Collaboration
Top Types of KPIs                                                                                     Percentage Who Rate the Following as Absolutely Critical or Very Important to Their Sales Process




1                                    2                               3
                                                                                                                              75%                                       73%                             65%
       Customer experience/                                                                           Collaborating across departments     Having a single customer view        Collaborative selling
       success                              Sales process                   Account management                                             across departments/roles


 (e.g., Net Promoter Scores [NPS],
 customer satisfaction, customer
                                      (e.g., lead-to-cash time,
                                      customer response time,
                                                                      (e.g., sales performance
                                                                      versus account plan, account     Benefits of Intelligent Selling
 loyalty, renewal rate/churn rate,    customer interactions)          profitability, account growth
 sentiment analysis)                                                  rates)
                                                                                                      Percentage Experiencing a Major Positive Impact on the Following

                                                                                                                 34%                                   32%                                  31%
Top Sales Objectives Over Next 12—18 Months                                                           Customer/prospect nurturing          Productivity of sales reps           Predictive selling



1                                    2                               3
                                            Increase customer
       Grow number of leads/
       new customers
                                            retention through
                                            deeper relationships
                                                                            Increase average
                                                                            order size
                                                                                                       Anticipated Growth in Intelligent Sales Tech Use
                                                                                                      Growth in Use Expected Across the Following Technologies Over the Next Three Years


 Mobile’s Impact on the Sales Process                                                                 148%
                                                                                                      Artificial intelligence to
                                                                                                                                           144% 140%
                                                                                                                                           Automated lead-to-cash process       Next-step analysis that allows


52%                       of sales professionals say their company is using or                        automatically recommend                                                   sales, service, and marketing
                                                                                                      products to customers based                                               teams to anticipate customer
                          planning to use mobile apps in the next two years.                          on their preferences                                                      needs and prioritize tasks


Top Mobile App Use Cases
                                                                                                       Predictive Selling Comes into Focus
1                                    2                               3
                                            To support selling in
       To connect with                      customer-facing                 To search and             Percentage Who Have Become Much More or Somewhat More Focused on the Following Over the
       customers on the go                  situations                      access files              Past 12—18 Months

                    56%                                  56%                        42%


Top Mobile Selling Benefits                                                                                                         80%                                    78%
Percentage Experiencing a Major Benefit Across the Following                                                                          Being                               Anticipating
                                                                                                                                    proactive                           customer needs
                        69%                                 65%                           59%
Access data from anywhere            Real-time communications with   Selling from anywhere
                                     team members
                                                                                                                                                                                            Salesforce Research
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