Even as businesses evolve, two things remain the same: Sellers want to become more productive, and B2B buyers wish to make purchases that help them solve business challenges. Technology that accelerates sales helps sellers achieve both by driving efficiency and streamlining buyer engagement.
So, what is sales acceleration? This guide will cover the basics of sales acceleration, why it matters, and what sales acceleration technology your organization can use to increase revenue.
First, let’s start by defining “sales acceleration.”
What is sales acceleration?
Sales acceleration is the strategic use of content, analytics, and resources by go-to-market (GTM) teams to deliver meaningful buyer engagements that increase deal velocity. They implement certain content, analytics, and resources that are relevant to their target audience to form a meaningful connection and entice them to learn more.
Surprisingly, the sales acceleration formula is a new standard for businesses. It was first introduced to most companies and widely popularized by the book called The Sales Acceleration Formula. Written by Mark Roberge and released in 2015, The Sales Acceleration Formula provides predictable sales acceleration strategies and new approaches to building a sales team to increase revenue. The book is worth a read, but here are the key points to know:
Hire the salespeople that are best for you
While some candidates may have objectively better resumes than others, that doesn’t mean they’ll be better for you. Every salesperson has their own unique skill set, and no two individuals will have the same approach to selling. It’s essential to hire salespeople with skills that complement each other and your company’s style.
Train sales reps to understand their audience
It’s common for businesses to have new hires study the methods of a sales manager, observing things like demos, walk-throughs, and assessments. However, this method doesn’t instill effective knowledge or skills across a team. Sellers need to complete a training program in order to be aware of your organization’s specific buyer journey, sales process, and personas.
Make agreements and hold teams accountable
“Service Level Agreements,” as Roberge referred to them, create a well-defined framework for both the sales and marketing teams to reference between the transferring of leads and other resources/information. Laying down these measurable expectations regarding what is owed between the two groups is essential to getting them aligned.
Improve efficiency with technology
Much of the tech sales teams use is geared toward the sales leaders rather than the salespeople. Sales teams accomplish more when technology is deployed with the sellers in mind. However, they would greatly benefit if you leveraged said technology for their needs. It allows them to better track engagement with different content and prospects. These tools also provide teams with greater data and insights that they can then use this data to optimize sales.
