Category Archives: Sales Alignment

December 6th, 2016

The Importance of Aligning Sales Competencies with Training Initiatives

sales competencies and training

To get a better understanding of if and how companies are helping their sales professionals succeed, Training Industry Inc. and Richardson went to the source. In the fourth quarter of 2016, they conducted a study in which 228 companies participated by completing a confidential survey on sales competencies alignment with training initiatives.

The first post in this two-part series, “Are Companies Setting Up Their Sellers for Success?“, touches on market conditions that led to this inquiry and the focus of the questions. Part two switches gears from responses to insights.

It is undeniable that today’s sales environment has dramatically changed how customers and sellers interact, with both pros and cons. On a positive note, buyers are better informed about products and services than ever before. This can shorten the selling cycle, as customers may already be aware of which product is best-in-class and have eliminated other potential buying options before engaging with sellers.

Conversely, product positioning – and, by extension, positioning the company – and marketing collateral have grown in importance because they may form prospects’ first impressions as they search for options. In this complicated environment, sellers of all tenure in the profession must be armed with the competencies to meet customers where they are in their buying processes.

Sales Competencies Research Insights

Key to setting up sellers for success is the alignment of sales competencies with learning initiatives. Among » Continue Reading.

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December 1st, 2016

Are Companies Setting Their Sellers Up for Success?

How to create an environment for seller success

Selling has never been an easy profession. Sellers have always been faced with rising quotas, pricing pressures, new competitors or competitive technologies, and other roadblocks. But now, there are added degrees of complexity, with buyers just a web search away from answers they used to get from sales professionals.

The selling environment, the tools of the trade, and the sales cycle itself have been forever transformed by technology, globalization, and always-on connectivity. Yet, the foundational sales skills remain as relevant as they ever have been: preparation, needs dialogue, consultative selling, and so on.

Research: Aligning Learning and Development Initiatives with Sales Goals

Sales training and sales effectiveness have been a cornerstone of many company initiatives to grow profitable business, increase revenues, and drive efficiencies. What is needed now is for Learning and Development (L&D) to align the competencies of its sellers with the skills to succeed in dynamic environments. This involves the mastery of customer engagement strategies that are able to adapt to where each customer is along the path to closing a sale so sellers can participate in shaping opportunities and positioning their offerings accordingly.

Are companies currently setting up their sales personnel for success? Are they targeting sales competencies that reflect the 21st-century business landscape? To find answers, Training Industry Inc. and Richardson conducted a study in the fourth quarter of 2016: “Aligning Sales Competencies in Learning and Development.”


The confidential » Continue Reading.

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May 29th, 2013

Sales Reps and Managers Tell us What they Really Think of Your Content Marketing Strategy!


Sales Reps and Managers tell us what they Really Think of Your Content Marketing Strategy!  

In the era of online research and lead generation, content creation and optimization now play a crucial role for B2B marketers to drive traffic and leads and elevate the perception of a brand as a thought leader. In this age of the empowered buyer, there is no question about the importance of being found when the buyer searches, and being perceived as a leader with whom they want to work.

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April 17th, 2013

Which e-mail Campaigns Deliver More: Broad-based or Account-based?


Which e-mail Campaigns Deliver More: Broad-based or Account-based?

Every day, it gets more difficult to capture the attention of busy professionals using a broad-based e-mail marketing campaign.

More and more companies are adopting automation tools for content-based e-mail marketing campaigns that typically focus on the top few generic topics faced by everyone in their database. For most marketers who use this approach, the key performance indicators (KPIs) involve tracking and capturing opens, click-throughs, and responders. The next step is an automated drip follow-up campaign to nurture these leads and take them to the next level.

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March 15th, 2013

Testing the Follow-up on Content-based Marketing Campaigns: Companies are Falling Flat


Testing the follow-up on Content-based Marketing Campaigns: Companies are Falling Flat

Content-based marketing is on the rise. It’s expected to represent 35% of the marketing budget in 2013, which, according to the latest estimates, is up 84% from 2012.

Companies are having no problem cranking out content-based marketing campaigns — with information aimed at positively influencing a customer in some way — but they seem to struggle with follow-up and nurturing leads.

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December 17th, 2012

The Basics of Aligning Sales, Marketing, Operations, and Finance to Grow Profitable Sales

Sales Alignment to Grow Profitable Business

The Basics of Aligning Sales, Marketing, Operations, and Finance to Grow Profitable Sales

The concept of aligning sales and marketing has been well covered among the thought leaders, pundits, gurus, and analysts that cover these functional areas. Yes — we all know that changing buyer behavior requires tight alignment and that the hand-offs from lead to opportunity to close have to be carefully coordinated for maximum impact. In theory, it all sounds so simple, but in reality, it continues to be extremely challenging to execute. But the costs — inefficiencies, duplicate cost, and dropped balls — are simply too high to give up trying.

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