A CXO Blueprint for Transforming Sales, Marketing and Customer Service
For decades, the sales and marketing technology stack has been a universe of technology assets revolving around a central system of record of sales – namely CRM. After 30 years the return on selling assets – people, data, technology, and content – still falls below managers’ expectations, and even further below their potential to create firm value by any financially valid measure. Deploying 21st century innovations in a 20th century management framework has resulted in Return on Assets, Return on Investment, sales productivity, and performance that are unsatisfactory to sales and marketing leaders – and undecipherable to CEOs and CFOs in most cases. “Three decades after CRM’s advent, our new research finds most firms’ CRM implementations characterized by lower than acceptable return on investment, less than satisfactory user adoption, and lots of unrealized potential,” according to Bob Kelly, the Chairman of the Sales Management Association. The question is how long will sales organizations continue to use outdated models to manage modern selling systems and digital buying behavior.
In this report, we propose a framework for a 21st Century Commercial Model. It’s designed to unlock the potential of technology to make selling more digital, data-driven, measurable, and most importantly profitable. At its core, this new model for selling creates value by unifying and monetizing customer data and insights at the center, while enabling and automating cross-functional sales, marketing and service workflows the at the edge.