In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.

This week I interview Michael Lock, CEO of Aviso.

Nancy: Why does the industry need your solution?

Michael: There are three critical sales processes that are central to driving revenue: forecast management, pipeline reviews, and deal reviews. For companies who haven’t moved into a cloud-based system, these processes are managed in spreadsheets and supplemented with inadequate, single point in time CRM reporting. Unbelievably, despite the critical importance of getting it right, sales teams are relying on good old fashioned “gut feel” and human judgment. Pipeline Reviews are done using a “tops-down” method and plodding through deals in Excel.

When your customer is ready to sign, you want to close the deal ASAP—not be slowed by a paper-based signing process. And yet that’s exactly what happens in many organizations. According to an IDC report, Bridging the Document Disconnect in Sales, although most business today is digital, 56 percent of executives still rely on paper to sign contracts and close deals.

In the B2B marketing arena, Account Based Marketing (ABM) is on fire these days, and it isn’t showing signs of cooling off anytime soon. This practice of focusing on a smaller, albeit more lucrative, set of best-fit accounts and measuring success based on revenue generated, is quite the pivot from how many B2B marketing teams used to measure success. But, it’s a big change that nets even bigger results.

We can immediately begin to understand and categorize how companies of different sizes, industries, sales-cycles, and sales models make use of SalesTech and how they develop their sales stack over time. 

If you want to know how your company compares to similar companies in its use of SalesTech, we ask that you go and take this survey today and to share it with others. You’ll receive a copy of the final report at no charge. You’ll also receive a participation gift (valued at $199) immediately upon completing the survey.

Sales enablement is a hot topic at the moment, and a key priority for many sales organizations. Yet, as an industry, we’re failing badly at it. According to the CSO Insights 2016 Sales Enablement Optimization Study, 32.7% of surveyed organizations had a sales enablement function in 2016 (up from 25.5% in 2015), but only 5.2% of surveyed companies said that sales enablement was meeting all expectations.

One reason for this failure is confusion about what exactly sales enablement should be enabling. The obvious answer to the question is that enablement should enable more winning. But what, exactly, does that entail?

This week I interview Matt Singer, Co-Founder & CEO of Videolicous.

Nancy: Why does the industry need your solution?

Matt: The world of B2B sales is more competitive than ever. Sales leaders struggle to get their prospects’ attention in a way that creates authority, establishes trust, and leads to sales. Personalized video is a powerful way to cut through the noise of cold calls and prospecting emails, putting a face to sales representatives, and helping to create emotional connections that lead decision makers to buy.

When you set objectives and integrate them into your incentive plan, you change sales behavior. This is a known fact. But compensation is more than standard practice, it’s a business strategy—one that’s integral to keeping your team rowing towards a shared set of company goals.

This isn’t anything revelatory. People follow the money. But strategic and dynamic placement of these incentives is vital as compensation plans are the most concrete way to communicate what’s expected from your sales team—or any team.

In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.

This week I interview David Hood, Founder & CEO of LeadGnome.

Nancy: Why does the industry need your solution?

David: The whole buyer’s journey has changed dramatically over the last ten years. Buyers are reaching out to companies at a much later stage in the buying process, and can reach out to multiple companies at the click of a mouse. The vendor that follows up the fastest will often establish the relationship and secure the deal.

Across all types of businesses, sales executives are making a difficult transition from driving an effective sales process to being effective within the customer’s buying process. SMAC, (social, mobile, analytics, cloud) has altered the traditional B2B sales engagement, empowering buyers with more information, more insights and more options than ever before. The result is B2B buyers now expect an immediate, seamless, 24/7 customer experience tailored specifically to their needs.