Sometimes we’re so accustomed to the way things are done, it can create blind spots when we go to do something new or completely different.
Usually, pretty early on in a new project, we begin to see limitations in thinking. They may manifest themselves in our language. They sound something like this; “This isn’t working” or “Just try harder” or “I’m sure you’ll figure it out.”
This language fails to acknowledge the many forces at play that are working against your sales engagement project.
Examples of said forces:
- Poor workflow.
- Poor communication across functions/limited collaboration.
- Limited sales operations-sales enabelement support.
- Inability to identify and address gaps in training.
- Lack of understanding of the kind of structure required for business development and sales reps to have success with the sales engagement platform.
- Poor alignment of TAM and data strategy.
- Poorly designed or non-integrated CRM.
On a simple level, we’re going to encounter many hiccups when we start to install our sales engagement platforms or sales automation technologies into the sale environment.
Many people I speak to are surprised to know these hiccups are supposed to happen. The sales enagement-sales automation systems HIGHLIGHT opportunity. What needs to change is how we respond to these different findings. And not only how we respond but what we do to anticipate them with the appropriate structure, process, and a solid flow of information.
I like to break Sales Automation projects into 3 distinct buckets:
- Organization Design
What this does is it gives my clients lever’s to pull to address skillsets, institutionalized roadblocks, technology requirements, and the way the organization begins to organize itself around the automation.
See, one of the key mistakes I see organizations make is they install the automation, they expect the current configuration of their company to be just fine, and when the project fails, they throw it away or buy another tool and cross their fingers the problem will be solved.
My research and experimentation say the organization needs to adjust to the automation so that people can receive the level of benefits automation is capable of delivering to them.
What’s been your experience implementing sales engagement or sales automation platforms?