Published: 30 May 2023
A sales technology reference model helps application leaders streamline sales technology investments to improve sales’ efficiency. An effective sales TRM is based on a customer-experience-focused sales business capability model and organizes technology investments into high-level categories.
A sales technology reference model (TRM) helps application leaders identify opportunities to streamline or expand sales technology investments, thus improving the sales function’s efficiency and effectiveness.
Most organizations create a sales TRM from the inside out by first identifying seller needs or pain points that can be addressed with technology. They assume that making sellers’ internal processes more efficient is their best influence on the customer experience (CX).
The outside-in model, by focusing first on the organization’s CX principles and then identifying the best technology to support sellers, is rarely practiced.
Application leaders responsible for sales technology investments should:
Compose
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