There can be no doubt that the widespread use of sales force automation tools has resulted in significant increases in sales efficiency and effectiveness particularly when implemented as part of a multichannel CRM solution. Capgemini is already seeing the next generation of sales tools coming to market with improved user interface, more sophisticated planning and forecasting features as well as smarter analytics that automatically generate the ‘next best offer’ in real time.

Not withstanding the large uptake in sales force technology, Capgemini can see that there is still plenty more that can be achieved. Some have taken the efficiency drive further by using 3^rd party sales forces and multichannel selling via ‘inside’ sales and the web to reduce the cost to serve while maintaining customer coverage and managing a ‘tail’ of lower value customers. Following the explosion in consumer buying on the internet, it is true that business customers do need less ‘intimacy’ when it comes to buying products and services – even to the extent that some buyers see face to face contact with a sales representative as a disruption to an already busy day. This means that accounts are being managed and transactions completed with less field sales effort – the trick is to get the channel mix right.

Equally important is improving how the sales team work with the rest of the organisation. Sometimes the sales team can behave as though operating in a silo and fail to make the right connections with other key customer facing functions such as customer service, logistics or marketing.

By working together, sales and marketing can apply intelligence and more sophisticated segmentation to make better and more targeted propositions to customers with different needs. Similarly, improving the interactions between sales and the supply chain team can make a step change in the organisations’ ability to fulfil the promises made by sales cost effectively.

While we believe that technology has and will continue to change the shape and form of the sales force, the basic principles of sales remain the same. Where companies are really seeing success is when they combine new technology with the traditional sales improvement levers of good process, good management and an appropriately incentivised sales team while never forgetting the human factor and that people buy the things they want from the people they trust.

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