Sales Enablement strategies and initiatives are often powered by sales automation tools. They come in different forms and address different needs such as :
Additionally, many of these tools are powered by AI and machine learning. Indeed, this allows to properly leverage data and create sales-boosting content or insights.
If selected correctly, such technologies can create competitive advantages for organizations. However, any sales automation tool does not fit any strategy, organization, or need. For that reason, it is essential to conduct a technological assessment within the company before choosing and starting implementation.
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Sales automation tools : why conduct a technology assessment?
In the midst of our digital-driven era, businesses also undergo a transformation. According to Gartner, 56% of CEOs state that digital improvements lead to increased revenue.
Nonetheless, implementing new technology without previously assessing the organization is a big mistake. Firstly, a technology assessment is useful to find the solution that fits a company’s specific requirements and environment. It is easy to define the ideal state of technology needed to fix a problem. However, it is a challenge to achieve this ideal state, as underlying issues and their symptoms can be confused. In fact, it is not uncommon that companies implement “patch” solutions that only fix the symptom, without actually working on the underlying issue.
A structured process to assess and pick a Sales automation tool (or any technological tool for that matter), will therefore help bypass this issue. Moreover, It will contribute to reduce risks and get a good ROI.
Sales automation tools : 4 Steps to a successful technology assessment
1. Explore
Above all, the goal is to clearly understand the company’s reality, the issue, and why it needs solving.
- Understand the technology environment
The first step to pinpointing and solving an issue is to understand the environment in which it appeared. In other words, this constitutes an inventory current systems and processes.
- Understand the issue
Once that the ecosysystem is defined, it is time to focus on the problem. Take the time to describe it in terms of business and end-user experience. Indeed, combining both aspects gives a better sense of what the actual problem is.
For example in Sales Enablement, a problem in terms of business might be that lead generation is not paying off in terms of conversion. Hence, once could think that a lead generation software could solve the issue.
However, in terms of end-user experience, the problem might be entirely different. An ineffective lead generation strategy can also be linked to a deficit in training for sales representatives. In that case, the investment should be oriented to sales coaching or sales training rather than a sales automation tool. - Understand teams
Additionally, it is key to understand teams and get their insight on these topics. For end-user insights to be valuable, they must be linked back to the business issue. For example, try interviews or process reviews to get started.
2. Analyze
This step determines the precise functionalities existing internally around the issue and how they are being used.
Sometimes properly understanding the current ecosystem will shed new light on existing systems. In fact, before jumping into new investments, it is best to be clear on the true capabilities of your existing technological arsenal. It is important to do this as far too often companies are misusing or underusing their existing systems.
Once you include the full potential of the existing ecosystem in the mix, there will certainly be some gaps left. They are the focus of the assessment, as they represent what is left to cover to achieve business goals.
List options that could help filling the gaps to complete this step. They should be credible, prioritized, and include pros as well as cons for each.
3. Develop
At this point, lay out the vision for the end state in a granular way. In other words, once you identify the context, the problem, and the gaps, how can a a sales automation tool boost the achievement of business goal(s)?
A common issue at this stage is the misalignment between the business, operations, and technology strategies. New technology implementation should align needs for all of the above, and even create synergies. For example, how good is a sales automation tool for a certain company if it is creating a divide between Marketing and Sales teams?
With this intention, develop the technology vision with operational and business requirements in mind. There should be a questioning process for each option : how does it contribute to solving the company’s problem?
By all means this should refine the vision and use the previously built criteria to pinpoint exact needs, all things considered.
4. Write out
Finally, write out all the previous work in a well-researched plan. This plan will serve as a key document to justify the need for a new technological implementation. It should include :
- A high-level overview of the context and current situation
- A neat explanation of what issue is being addressed and what is needed
- A detailed description of the implementation and deployment process
- Details on project ownership and timelines.
Moreover, a plan is always stronger when combined with a pitch. It is therefore essential to present it to key stakeholders and try to spread the vision.
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