April 25, 2017

Sales Training Seminars and CRM Don’t Trump Hiring Better Sales Reps

Are better sales training ideas and CRM really what you need?

sales training webinars vs better sales talent

Every year CSO Insights releases their benchmark survey measuring sales effectiveness in a peer review among Chief Sales Officers.  After a decade of hype about CRM systems and the promise of increased revenue, we now have a more accurate picture of what’s working and what’s not. Take a look at the 2012 CSO Insights chart in this post.  Fewer than 15% of CSOs saw improved sales win rates and increased revenues.  I think it is fair to say that most of the value that can be extracted from sales operations and CRM systems has already been extracted. Shareholders don’t care if sales rep/manager communications are improved.  They hold us accountable for revenue results.  So why have improvements in revenue growth been so elusive and what are you going to do differently in 2013 to get better results?

Deeper investment in sales process, training and automation are not going to cut it.

 What remains is a deeper analysis of the human side of your operation – your sales talent and their fit with your mission. Just as you spent the last decade retooling sales operations, the next decade will be about analyzing individuals to optimize their role and fit on the sales team as a means to compete at a higher level. See if you can answer these questions about your team:  

Do you have the right people in the right roles? 

•    Why are some salespeople better suited for selling your particular products?

•    Who on the team can work remotely and who needs more supervision? 

•    Which reps should sell solutions and which are more transactional?

•    Who are your top performers and why?

•    Who are your high potential reps that can be coached into top performance?

•    Who are your most competitive reps?

•    Is there a pattern with your top performers that can be used in hiring?

•    Which top performers are at risk of leaving and why?

•    Who are your top performing sales managers and why?

•    Which of your sales managers should really be individual contributors instead?

•    What impact do your sales procedures have on individual and team performance?

 

If you can answer these questions, congratulations on your success; this post is not for you.  But most CSOs do not have access to actionable talent intelligence and are not yet aware of analytic tools to collect and mine this gold. We operate in a world driven by innovation with big data and analytics, so it should be no surprise that talent analytics can now measure and even predict human traits for better sales talent decision making. Take a look at how analytics have transformed recruiting and player development in professional sports. Coaches can answer any question about any player with ease. You can do the same.We hold workshops to get you and your sales team started with talent analytics. As with any transformation project, you will need to take inventory of your current team and use the intelligence to become predictive over time. Your shareholders will thank you for it.

Tracy Linne founded the consultancy End Zone Strategy in 2009 and re-branded the company as My Talent Analytics in 2012. Tracy is a technology industry executive who has successfully tackled complex talent and performance management challenges where performance optimization, innovation and creative strategies were critical for rapid, sustained growth.

My Talent Analytics has a mission to bring the full power of talent analytics services to individuals, small and medium sized companies. Today, only the largest companies have access to tools that let them leverage relevant data to make better decisions about talent. Our vision is to bring talent intelligence to everyone by making these services accessible and affordable.

If you haven’t seen results from your investment in sales training and CRM, your problem could be a hiring one. Give My Talent Analytics a Try. No RISK!


Every year CSO Insights releases their benchmark survey measuring sales effectiveness in a peer review among Chief Sales Officers.  After a decade of hype about CRM systems and the promise of increased revenue, we now have a more accurate picture of whatu2019s working and whatu2019s not. Take a look at the 2012 CSO Insights chart in this post.  Fewer than 15% of CSOs saw improved sales win rates and increased revenues.  I think it is fair to say that most of the value that can be extracted from sales operations and CRM systems has already been extracted. Shareholders donu2019t care if sales rep/manager communications are improved.  They hold us accountable for revenue results.  So why have improvements in revenue growth been so elusive and what are you going to do differently in 2013 to get better results?

Deeper investment in sales process, training and automation are not going to cut it. What remains is a deeper analysis of the human side of your operation – your sales talent and their fit with your mission. Just as you spent the last decade retooling sales operations, the next decade will be about analyzing individuals to optimize their role and fit on the sales team as a means to compete at a higher level. See if you can answer these questions about your team:

u2022    Do you have the right people in the right roles?  
u2022    Why are some salespeople better suited for selling your particular products?
u2022    Who on the team can work remotely and who needs more supervision?  
u2022    Which reps should sell solutions and which are more transactional?
u2022    Who are your top performers and why?
u2022    Who are your high potential reps that can be coached into top performance?
u2022    Who are your most competitive reps?
u2022    Is there a pattern with your top performers that can be used in hiring?
u2022    Which top performers are at risk of leaving and why?
u2022    Who are your top performing sales managers and why?
u2022    Which of your sales managers should really be individual contributors instead?
u2022    What impact do your sales procedures have on individual and team performance?

If you can answer these questions, congratulations on your success; this post is not for you.  But most CSOs do not have access to actionable talent intelligence and are not yet aware of analytic tools to collect and mine this gold. We operate in a world driven by innovation with big data and analytics, so it should be no surprise that talent analytics can now measure and even predict human traits for better sales talent decision making. Take a look at how analytics have transformed recruiting and player development in professional sports. Coaches can answer any question about any player with ease. You can do the same.

We hold workshops to get you and your sales team started with talent analytics. As with any transformation project, you will need to take inventory of your current team and use the intelligence to become predictive over time. Your shareholders will thank you for it.

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