Why sales transformations fail and critical steps to avoid common pitfalls This blog post was authored by Heather Hall - Director, Digital Strategy and Transformation on The Protiviti View.The big picture: In today’s virtual selling environment, revenue-aligned organisations must adopt a different mindset to drive successful sales transformations. Technology alone is not enough for successful digital transformation in sales; practical considerations and change reinforcement are crucial.Important takeaway: Business leaders should prioritise technology stacks that improve buyer engagement and simplify seller workflows. Other important considerations outlined below include understanding the internal adoption culture and segmenting sales accordingly. Also, anticipating and engaging all likely users are among the critical steps to avoid common pitfalls. Topics Digital Transformation Technology Enablement The statistics are well known. When deploying sales-enablement technology or strategy, the first 45 days are the most critical. Twenty-one days is typically how long it takes for most sales changes to form a habit within an organisation. And a message usually requires seven marketing touches to stick.These are basic considerations for business leaders deploying transformational changes in a revenue-aligned organisation. But in today’s virtual selling environment, successful transformations require much more, and it begins with the leaders adopting a different mindset and approach than many organisations have has traditionally been used in many organisations.Gartner projects that 65% of business-to-business sales organisations will adopt data-driven decision-making, built on technology that unites workflow, data and analytics by 2026. To be effective, organisations must prioritise technology stacks that incorporate improved buyer engagement, data-driven seller actions and simplified seller workflows.Imagine being able to accelerate from seven marketing touches to sales-accepted lead to sales-qualified lead that is primed and ready for closure.Adoption Depends on Guided ChangeWhen thinking about digital transformation, especially in sales, there is often an over-rotation to technology and technologically enabled processes. The practical considerations of how to deploy solutions for users, drive adoption and reinforce change are left to the last minute, slowing implementation and increasing resistance.Suddenly, prospects who have engaged in the marketing programs are left in limbo, likely researching other options because the salesperson assigned to them cannot or will not engage in the tools put in place to ease their pursuits. This reminds us of the adage that you can lead a horse to water, but you cannot make it drink.Before embarking on any technological sales transformation, consider these additional critical steps:Understand the internal adoption culture. Just as prospects and customers are segmented to identify potential and upselling opportunities, sales should be segmented the same way. By understanding personas such as those who are confident in technology adoption but are resistant to change and need proof that something will work before they commit, organisations should anticipate and build enablement and ongoing training that engages all likely users.Build an influencers tiger team to help identify friction or needs in deployment. Influencers can be excellent early adopters. They not only help identify potential challenges or supplemental needs as illustrated through their day-to-day jobs but can also help to build consensus better than those who do not sit inside the sales organisation.Consider different segments as solution is deployed. If the sales organisation follows a traditional adoption curve, business leaders should consider a phased deployment approach that pairs more conservative or skeptical sales team members with a cohort of early adopters and influencers who can help build the case for change. Often, it’s less about the technology presented and more about the request to work differently that meets with resistance.Treat the full launch not as a point in time but as an introductory 45-day cycle. It will take time for sales teams to build habits and routines. By treating the launch as an ongoing effort with microbursts of enablement, coaching and small wins, you can build momentum across the organisation.Promote the wins. At the beginning of development, use cases or ROI statements to support the reason for change. Revisit those and connect them to tangible proof to reinforce the impact of the sales transformation. By doing so, you establish value as it relates to wins.Following a simple, structured approach to deploying technology in a diverse sales organisation that considers unique seller dynamics, companies will see faster, higher returns in their investments. When the original intent of a sales transformation is to drive higher margin or average sales and claim greater market share, it’s time well spent.Read additional posts related to digital transformation on The Protiviti View. Find out more about our solutions: Digital Transformation Protiviti helps organisations think digital-first – from digital strategy and innovation to solutions and services across marketing, sales and customer success, we help clients redefine how they reach and engage customers, innovate business models, create digital products and channels. Technology Consulting Services Whether you are looking to automate, modernise, or embark on an end-to-end transformation journey, our technology consulting solutions can help. Our services range from strategy, design, and development through implementation, risk management, and managed services. Technology Strategy From the pandemic to remote working to an increase in cyber threats, it’s clear that technology is a critical capability that every company must embrace. See how our technology strategy experts provide valuable IT processes and infrastructure solutions. Leadership Sam Bassett Sam is the country leader for Singapore. With over 25 years' experience, he's primarily worked in financial services with consulting firms or directly in the banking industry to deliver change and support strategic, tactical, and operation goals across Asia, Europe and ... Learn More Marek Kosmowski Marek is a director with over 17 years’ experience. He heads digital and innovation in Southeast Asia for Protiviti, focusing on digital initiatives including digital banking, UX/UI, RPA, machine learning, AI, design thinking, blockchain, and customer experience. Marek ... Learn More Featured insights BLOGS Experience as an accelerator for digital transformation In a time when sustainable competitive advantage is harder to maintain, customer experience expectations are on the rise. With technology and innovation happening in shorter cycles, the overall ability of organisations to change operationally remains... 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