research brief

The adoption of selling systems, processes and motions by front line sellers has emerged as a particularly important issue for a variety of reasons. Selling has become more ”capital intensive”.  Customer facing employees are under pressure to perform at higher levels and operate at faster cadences to meet the needs of ever demanding customers. And managers are trying to generate better returns on their investment their large, increasingly complex, and generally under-performing investments in selling technology. For example, most CRM implementations are characterized by lower than acceptable return on investment, less than satisfactory user adoption, and lots of unrealized potential, according to research by the Sales Management Association. Most organizations have twenty or more tools in addition to CRM that are supposed to help their revenue teams to save time, sell value and produce more. Yet the amount of time customers spend not selling to the right customers remains fixed at many organizations. Sales operations and enablement leaders tell us that the more they invest in tools to help sellers work better, the most it feels like sellers are working “for” the tools. The proliferation of sales technology has made most sales technology “stacks” so complex they are creating more friction and work for reps instead of eliminating it. Sellers complain about having to learn and use too many different systems, look up too much information, and spend too much time logging call reports  Any investment that can improve user satisfaction and engagement and minimize activities that don’t involve engaging the customer will allow you to help sellers reach their full potential.

A big part of the answer it to simplify the selling systems to improve seller adoption. Jeff McKittrick, Managing Director of Digital Sales Strategies at the Revenue Enablement Institute faculty shares discusses how leading organizations are using digital adoption solutions to grow sales by simplifying selling, increasing time with the right customers, and improving the return on sales technology investment. In this interview, Jeff shares his success increasing the adoption of selling tools as a digital selling system leader at Cisco, Hitachi and WalkMe, and Pure Storage.  He will explain how successful organizations are managing the growing complexity of modern selling by identifying and eliminating the points of friction across the sales process and improving the adoption of selling tools by proactively guiding sellers through the process in the moments they need to be using the tools  Specifically, Jeff outlines explain how to:

  • Use analytics to systematically identify and eliminate the key points of friction in the selling process
  • Quickly identify which selling tools are being used, which ones are not, and which ones are effective at helping sellers do their job
  • Knit together and enable the different pieces of your sales technology ecosystem into a single, streamlined and simplified day to day selling workflow
  • Simplify the seller experience by creating one pane of glass, one workflow and one system for selling
  • Proactively guide sellers through the process in the moment to ensure adoption, consistent execution of the selling motion, and build confidence through repetition and success.


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