A recent article by McKinsey was quoted on LinkedIn as saying: “There is no doubt the role of sales in successful organisations is changing. The tools needed to be successful are changing. The structure of successful sales teams is changing. The role of the customer and the collaboration required between buyer and seller is changing”.
Undoubtedly, all of the above is true and is already happening to some degree in most forward-looking organisations. Partly this is being driven by the age-old pressure for increasing revenues coming from senior managers keen to grow rapidly (although not always for the best reasons) but it is also a reaction to the way the decision-making power is shifting heavily in favour of the buyer who is now better informed than ever before. It is also fair, and painful, to say that many sales organisations have brought this on themselves by exhibiting and rewarding behaviours that are very short-term in their effect and which are not focused on bringing value to the customer. A perfect storm you might say, with added currents of big data fuelling the winds of change.