The economic disruptions of the last 18 months have caused sustained supply and demand reductions that have not just impacted revenue, but also customer trust and seller motivation, according to Gartner, Inc. Analysts have identified key actions that chief sales officers (CSOs) and their teams must take now to mitigate the damages they may be facing, whether caused by a lack of demand or a lack of supply (see Figure 1).
“The economic uncertainty caused by the COVID-19 pandemic has left CSOs and their teams struggling to adhere to commitments and sales targets – with some companies selling out of their products or offerings. This can make or break a company and their sales team,” said Maria Boulden, vice president and executive partner in the Gartner Sales practice.
“A selling environment with nothing to sell, or nowhere to sell, poses a significant threat to any company and the people within their sales force,” Boulden said. “Besides the clear business challenges, it has particularly harmful impact on seller motivation, especially situations where the company is sold out or stocked out—which is counterintuitive from what most outside the sales function might believe.”