MindTickle and Sales Management Association Highlights Only 18% of Organizations Consider Their Sales Training Effective

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“Benchmarking Sales Readiness and Enablement” webinar to uncover sales enablement and readiness practices employed by high-performing, high improving firms

MindTickle, the leader in Sales Readiness technology, and the Sales Management Association (SMA), a global cross-industry professional association for managers focused in sales force effectiveness, announced the March 18th availability of their research report on sales readiness and sales enablement practices after surveying more than 120 B2B sales organizations, titled “Benchmarking Sales Readiness and Enablement, 2020.” High-level results of the research report will be revealed during a webinar hosted.

“This research surfaces two challenges that could not be more critical for sales forces — their urgent need to adapt, and their ineffectiveness in training and developing salespeople. What we find most interesting are the large performance gaps between firms successful in developing salespeople, and the majority of firms still struggling to do so effectively. Sales training efforts simply aren’t keeping pace in an operating context of constant change,” said Bob Kelly, Chairman of the Sales Management Association and research author. “Compared to conventional training approaches, sales enablement and sales readiness initiatives more efficiently retool and develop sales forces, and are purpose-built for speed, adaptiveness, and collaboration. Our research indicates that these approaches are paying off for the firms adopting them.”

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SMA surveyed 123 business-to-business firms, directly employing more than 70,000 salespeople across high tech, retail, manufacturing, consumer packaged goods and more. The results uncover how these organizations approach sales effectiveness, sales enablement, sales training, sales coaching and what the most effective firms are doing to be better. The research found just 43% of firms improved sales organization effectiveness over the prior 12 months, and fewer than one in five (18%) consider their salesperson training and development efforts effective. Additionally, the research illustrated a widening gap between effective sales organizations and ineffective sales organizations, whose rates of improvement are 79% lower.

“As the modern sales landscape continues to grow in complexity due to constantly shifting market dynamics, increasingly evolved buyers, recent work-from-home mandates and more, organizations need to make adjustments to help their sales teams effectively navigate these stumbling blocks while meeting revenue goals,” said Gopkiran Rao, chief strategy and marketing officer at MindTickle. “By understanding and employing sales readiness and sales enablement best practices, companies can prepare reps to effectively engage prospects and customers with the right strategies and tactics to temper the effects of unplanned disruption to the bottom line.”

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During the webinar, Bob Kelly, chairman of the SMA and Albert Fong, director of product marketing at MindTickle will discuss the sales readiness and sales enablement best practices that differentiate high-performing, high-improving sales teams from ineffective sales organizations.

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