Sales Leaders turn to Business Development to sell big, sell global & stay relevant
In the past 12 months, Reading based Professional Services organisation, Clarify, has witnessed a 300 per cent increase from corporates investing in a dedicated best-in-class business development function to support both business and sales transformations. This trend mirrors a significant shift in the sales sector as business stakeholders are now increasingly responsible for decisions impacting sales, as top line revenue has overtaken IT efficiency as the number one business priority.
“When the economy goes down the decision-making goes up, however business stakeholders are not always technology experts and need help to understand where to place their next big technology bet,” comments Clarify COO Terry Beale.
“The role of sales people is changing at a rapid rate, today they need to create new patterns of thinking and offer challenging insights. In short, relationships between senior execs and sales leaders must be nurtured into trusted credible partnerships to help them invest in longer term sales planning while delivering world class sales performance in the short-term.”
This consultative approach to sales is inherent in Enterprise field sales but they often lack bandwidth because they are focused on opportunities that will close this quarter and next. In addition, it is the newer value propositions that are the route to increasing wallet share in existing customers and winning new customers; however, these propositions are also the hardest to sell.
New concepts are harder to articulate, clients do not immediately recognise how they will get a return on their investment, so salespeople must access different buying centres – usually engaging with more senior individuals, as organisations will view these investments as higher risk.
A specialist business development function is able to articulate complex messages to senior execs and use the same advanced sales skills and methodologies to generate scalable, predictable pipelines, improve win rates and drive profitable growth.
“Current selling playbooks will last one or two years at the most and as a result, sales leaders must challenge and transform the structure of sales to generate profitable growth, but this must occur hand in glove with building enterprise in new and existing markets,” continued Terry Beale.
“Salespeople today are essentially the canary in the economic coal mine, now is the time for them to step up and sell big, sell global and therefore stay relevant.”
Research from Analysts CSO Insights states that “new logo acquisition has been the number one priority for sales leaders for the last consecutive five years.” Clarify has been at the forefront and is a specialist in pipeline development. By using a different set of sales skills to build quality pipeline and improve win rates in high value complex sales deals, Clarify allows sales leaders to achieve their growth ambitions.