MarketStar Blog | Articles (23)

One of the great things about selling in the digital age is business intelligence. Organizations are drowning in data generated by CRM systems, ERP platforms, online marketing, customer support, and a host of other sources. Thanks to data analytics, we know more about our customers, target markets, and SMB sales opportunities than ever before. Additional assistance from predictive analytics also helps sales teams be more productive and maximize their success more effectively than they could through their efforts alone.

With customer experience (CX) becoming a key differentiator for businesses, the role of the contact center is evolving rapidly. Emerging technologies and shifting consumer behaviors are reshaping how organizations provide customer support and engagement. 

Understanding Sales Enablement 

What is sales enablement? According to Forrester, ‘Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have valuable conversations with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system’.1 

Losing customers is more than just a revenue loss—it can negatively impact your brand’s reputation and future sales. Dissatisfied customers are more vocal than satisfied ones, with Americans sharing a poor service experience with an average of 15 people, compared to 11 people for a positive experience¹. On social media, this dissatisfaction spreads even further, damaging a company’s credibility and influencing potential buyers. 

However, there’s a silver lining—winning back lost customers can be easier and more cost-effective than acquiring new ones. According to Harvard Business Review, these customers have already shown interest in your product or service, making them better candidates than cold leads². They also recognize your brand, so there’s no need for an introduction, reducing the effort required to bring them back. 

I’ve been spending a lot of time supporting demand generation efforts for several large B2B and B2C businesses – with lead nurturing center stage. When organizations hear the value proposition behind nurturing, they can’t hold back their excitement and jump blindly into the initiative.

According to Frost & Sullivan, customer experience (CX) is set to overtake price and product as the key brand differentiator by 2020. Companies that offer personalized and seamless experiences are gaining a competitive edge, making CX a top priority for business leaders worldwide. 

Customer service is no longer just about resolving complaints—it has evolved into a powerful marketing tool. In an age where customers have instant access to reviews, social media, and comparison sites, their experiences with a brand shape its reputation more than any advertising campaign ever could¹. Today’s consumers expect exceptional service across multiple channels, and businesses that fail to meet these expectations risk losing customers and damaging their brand credibility. 

The sales landscape has evolved dramatically, shifting power to the customer. With digitization and inbound marketing, buyers now research extensively before engaging with sales teams. 89% of B2B customers use online resources to evaluate options before connecting with a company¹.

You already know that your organization is expected to be General Data Protection Regulation (GDPR) compliant by May 25, 2018. If you have not updated your organization’s website yet, here’s a guide that cuts the muck and gets straight to the point. 

Sales success today depends on a combination of strategy, skill, technology, and process. With buyers conducting 57% of their purchase research before engaging with a sales rep¹, traditional sales tactics are no longer enough. A well-structured sales playbook is an essential tool that streamlines processes, enhances productivity, and aligns teams for success.