gartner b2b sales data driven [shutterstock: 1912867468, wee dezign]
[shutterstock: 1912867468, wee dezign]
Management Press Release

From Intuition-Based To Data-Driven Decision-Making By 2026

By 2026, 65 percent of B2B sales organizations will transition from intuition-based to data-driven decision-making, using technology that unites workflow, data and analytics, according to Gartner. The market is growing rapidly with the rush to virtual selling due to the pandemic.

Chief sales officers (CSOs) who want to modernize their virtual selling strategy should build a technology stack based on three critical attributes: improving buyer engagement, data-driven seller actions and simplified seller workflows.

Gartner surveyed 168 sales leaders across North America, Europe and Asia/Pacific from November through December 2021 to highlight key trends in the revenue technology stack such as adoption levels, current value, and future importance.

CSOs must focus on designing a purpose-built virtual selling technology stack that helps sellers execute fundamental virtual selling competencies. As mentioned previously, the three critical attributes include:

  • Improving buyer engagement. Virtual selling technologies help sellers improve customer engagement with innovative methods for facilitating meetings (for example, videoconferencing, visual collaboration), and asynchronous interactions with customers in a virtual selling environment (for example, video messaging, digital sales rooms). Innovative technologies can accelerate seller development of virtual customer engagement skills.
  • Simplified workflows. Virtual selling technologies simplify day-to-day seller workflows by automating time-consuming tasks (for example, e-sign, sales engagement applications) and streamlining the seller’s user experience (UX) of technology. Lack of seller digital dexterity easily undermines the successful adoption of technology. Innovative technology vendors understand that making sellers fall in love with their products requires embedding technologies into sellers’ highly detailed daily workflows.
  • Adapt data-driven seller actions. Virtual selling technologies equip sellers with stakeholder and company data that generates situationally aware insights to influence messaging, workflows and tactics (for example, conversation intelligence, account-based platform). Since sellers tend to have the lowest data proficiency in the enterprise, innovative technologies must help sellers understand and activate data points.

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