In the power struggle of importance, the pendulum is swinging over to prioritizing sales — at least according to Demand Gen Report readers. When analyzing our “Demanding Views” byline column, the top five articles that received the most hits revolved around enhancing sales strategies. With a focus on technology and AI, here’s some of the advice practitioners offered to their peers:
1. Focus On Desired Outcomes & Work Backwards When Adopting New Sales Technology
Chief Sales Officers (CSOs) are inundated with new technologies to invest in, but most only fill small gaps or end up complicating existing processes. As a result, the ROI just isn’t there: Leaders are not seeing boosted win rates and revenue, much less improved buyer engagement and experience that drives growth.
When determining what technologies to invest in, CSOs should focus on desired outcomes and work backwards. The key to faster sales cycles and higher quality deals is a strong customer experience and engagement.
In fact, Gartner research found that two of the top objectives for sales leaders are centered around improving buyer engagement through digital, personalized interactions and upgrading the customer experience so that sellers can guide customers at key moments of need. These objectives are intertwined and need to be met in order to ultimately drive growth.
To uncover the five technologies where sales leaders should invest, check out the appropriately titled “5 Technologies CSOs Need To Invest In To Improve Buyer Engagement & Drive Growth.”
2. Harness AI To Facilitate More Engaged & Personalized Sales Outreach
Since ChatGPT’s release in Fall 2022, artificial intelligence (AI) has dominated conversations around the globe. Whether for personal or business use, the technology has proven itself to be a useful virtual assistant, a thorough researcher, an adept data analyst and even a creative brainstorming partner.
AI’s ability to assume the (repetitive, administrative) tasks typically performed by humans makes the technology an especially worthy business partner. For sales reps in particular, AI has proven especially useful — not only by taking on time-consuming clerical work but also analyzing customer data and making informed recommendations on engagement tactics, up- and cross-sell opportunities and more.
Across organizations and industries, AI is making sales teams more engaging, personalized and capable. Check out “AI Is Transforming Sales: Here’s What It Means For Business” for more insights.
3. Take The Difficulties Out Of Sales Prospecting By Leveraging AI Tech
The most consequential number in sales is 40, as it’s crucial for capturing the immense impact and importance of prospecting: 40% of salespeople agree that prospecting is the most challenging part of sales, yet sales prospecting can also increase conversion rates by up to 40%.
Sales prospecting is tough, but the payoff is substantial, making it a critical — yet often overlooked — aspect of the sales process for “shinier” AI solutions that guide sales reps to handle objections and close deals. Not only is prospecting important now, but AI and other shifts will make it an even greater differentiator at the heart of the business development and sales process.
To uncover more insights into sales prospecting and it’s benefits, head over to “Why Sales Prospecting Remains The Unsung Hero Of Sales Success.”
4. Offer Tiered, Flexible Models To B2B Buyers
Just like Netflix subscribers, B2B customers want flexibility. But unlike Netflix, agility isn’t a “nice-to-have” for SaaS companies — it’s life-or-death. B2B relationships are harder to build and easier to lose, so giving customers the ability to downgrade, pause or customize their subscriptions as their needs change is essential to preventing churn.
Ultimately, B2B SaaS providers shouldn’t be scared when customers approach needing to modify their plan or even take a break. Companies should only be scared if they can’t oblige. Remember: The goal is sustainable long-term growth. If customers know you have their back when tides turn, there’ll be more of them onboard through your business’ ebbs and flows.
If you’re interested in learning more, check out “What B2B SaaS Can Learn From Netflix’s ‘Churn’ Problem.”
5. Incorporate Offline Call Tracking To Better Measure Sales Performance
Businesses still rely on phone calls to drive higher conversion rates, better profit margins and stronger customer relationships. However, the difficulty lies in effectively linking these positive outcomes to marketing efforts, particularly when it comes to offline marketing campaigns and initiatives.
Offline marketing channels, such as print ads or direct mailers, can be challenging to track and attribute to specific sales and revenue. Without a clear understanding of how these offline touchpoints influence customer behavior and purchasing decisions, businesses struggle to optimize their marketing strategies and investments.
While digital channels dominate modern marketing, phone calls remain a vital and often underutilized touchpoint when effectively integrated and tracked within a comprehensive multi-channel marketing strategy.
To learn how to capitalize on this opportunity, check out “Dial Into ROI: A Guide To Offline Attribution & Call Tracking.”
Looking for an opportunity to share your insights in 2025? Email Editor Kelly Lindenau ([email protected]) with your byline pitch for the chance to be included in our Demanding Views column!