“The intense social, technological, economic and geopolitical disruptions of the last two years have had a massive impact on the world of B2B commerce.”

“The selling environment has become more complex, and it doesn’t make it any easier that 87% of them reported feeling at least some level of burnout from work.”

“Sales leaders looking to cultivate an adaptable sales organization should rethink their current sales efforts across three dimensions: 

Customer understanding: Understanding customers’ buying actions through tactics such as information journeys or interpersonal dynamics, and technology such as pipeline data and conversion intelligence.

Customer engagement: Focusing reps on the highest value sales activities through tactics such as customer verifiers and buyer enablement, and technology such as AI.

Operating model: Establishing clear rules for effective cross-functional collaboration through a unified commercial engine and technology, such as communal data and intelligence led decisions.”

Read more in the Gartner press release: “Gartner Says Adaptable Sales Organizations Must Rethink Their Customer Understanding, Engagement and Operating Models.” 

“RevOps is an operating model that enables organizations to run their business as an interconnected, end-to-end (E2E) revenue process among go-to-market (GTM) functions.” 

“The RevOps model breaks down organizational silos and allows organizations to operate with greater efficiency and predictability.”

Step 1. Bring go-to-market functions together in a commercial coalition by generating executive support for the RevOps vision and redesigning functions accordingly. 

Step 2. Align the end to end (E2E) revenue process to the full customer life cycle transparency by mapping buyer journeys, agreeing on revenue process milestones and supporting multiple routes to market.

Step 3. Identify interconnected workflows by designing cross-functional workflows, integrating systems to automate processes, and support handoffs and service-level agreements.  

Step 4. Capture revenue process data in a shared data source by agreeing on data strategy, governance and quality assurance, ensuring data quality, and consolidating relevant data into accessible sources.

Step 5. Leverage unprecedented data for more intelligent decisions by leveraging analytics, creating a data decision framework and enabling data literacy for stakeholders to draw their own insights. 

“In an increasingly revenue focused world, sales enablement still focuses on sellers. Instead, clients are turning to revenue enablement to remove complexity from the sales ecosystem.”

“There are three key milestones on the path to revenue enablement:

Align roles and functions: Silos create friction in the buying and selling process. Revenue enablement transcends the customer journey, simplifying the commercial journey and providing consistent CX.

Unify technology: Sellers today are using up to 17 different tools in the sales tech stack. Revenue enablement takes a holistic approach and audits tech used for sales execution, account retention and growth, and pipeline generation. 

Gather data and deploy AI: This simplifies selling and helps sales organizations make data-driven decisions, improving everything from onboarding to engagement.” 

“The talent shortage, shifting buyer preferences, digital commerce and cross functional collaboration each make a compelling business case for change.”

“Talent is the second largest risk facing organizations according to Gartner research, right behind ransomware. CSOs report that recruiting sales talent is difficult and attrition rates are high, creating a leaky bucket of talent they can’t fill.”

“Progressive CSOs are driving change by redesigning go-to-market (GTM) roles: Over 50% plan to change the basic responsibilities of sales roles, introduce new sales roles and overhaul customer coverage approaches.”

“Headcount arbitrage, burden reduction, targeting and alternate channels are all strategies that go beyond simple cost cutting to deliver a superior buyer experience and improve seller productivity.”

“The three steps to launch a sales redesign are plan, build and monitor. Adopt a timeline that is geared to the pace of market change in order to sustain competitive advantage.”