Today we are featuring Ms. Anna Tan, Head of Applications, Oracle Philippines and her article: "The future of CRM: Boosting B2B power with customized sales experiences"
As
the Philippines and the rest of the world continue to fight global public
health issues, various companies are making sure that they are fully equipped
to handle any challenges that may arise —
which include lengthy lockdowns and other strategies that would devastate the
economy.
In
addition, there’s little doubt that the exponential pace of technology
innovation will continue, creating the opportunity for one of the most exciting
periods of positive change and progress in history.
Many
companies will need to transform their business systematically—and
leaders have learned they need speed and agility to outpace change and succeed.
Regarding
B2B, we need to acknowledge that the B2B sales environment has fundamentally
shifted. It’s no longer just about getting in front of a decision-maker and
making a good first impression; it’s about a buying relationship built on
openness and bi-directional value creation.
Let’s
take a look at two observations from the field.
Rebalancing
of control between buyers and sellers
The
B2B buyer is more in control of the sales journey than ever before. Buyers are
also savvier about where they get their information. And the sellers? They’re
fully aware that they’ll have to largely trash their playbooks and embrace the
new rules of winning sales through influence.
Blurring
boundaries within industries
The
market demands a highly interoperable environment where multiple parties
contribute to deliver and consume compelling products and services. Now the
challenge: Most companies’ systems weren’t designed to empower sellers with
helpful insights from customers, enterprises, and ecosystem data.
This
means they don’t have the capabilities needed today. But without them,
companies are undoubtedly headed for issues with sales effectiveness, growth,
and talent retention.
Here’s
our secret recipe: meeting clients where they are, helping them to accelerate
the pace of their transformation, unlocking talent potential, and above all
making sure they are adaptable. All values are shared with Oracle. This is the
key to building a resilient organization ready for the future.
Focusing
on the future of CRM, it’s critical to understand that marketing and sales are
just the edges of an end-to-end process which starts with creating a marketing
campaign to closing the sale.
Here’s
my IDEA of the future of engineered selling: IDEA stands for Intelligent, Data,
Ecosystem, Architecture.
Intelligence
is about filtering the noise to increase productivity of the sellers. This is
the realm of automation and AI.
Data
is about creating a modern data foundation and taking advantage of it. It
requires breaking silos. This treasury has never been monetized enough.
Ecosystem
enablement. Critical in the B2B world is the interoperability with partners,
customers, and capabilities such as partners’ experience, onboarding, and
enablement.
Architecture.
We’ve been doing Technology Vision, a trends report, for 22 years. In 2013, we
declared that “Every business is a digital business,”
then we highlighted that every business is a technology business, and in our
recent issue that every business is a metaverse business. In this context,
architecture matters more than ever.
The
sweet spot for Oracle Fusion Marketing and Sales
Oracle
Fusion can bridge the divide between the two, helping marketers and sellers
focus on what they do best: building relationships and closing deals. This can
be a tangible value for them, their companies, and the market.
By
unifying in real-time customer intelligence with data from the ecosystem of
third parties but also ERP and HR systems, sellers can get support in
generating ideal quotas, manage territories, align sales compensation, and
create sales plans. Innovation is native here.
The
future of selling is a boundaryless, adaptable, and radically human
architecture engineered to harness the power and elasticity of cloud combined
with AI and machine learning.
Accenture
and Oracle, who have been partners for over 30 years, continue the tradition of
bringing unparalleled innovation, industry, and technology acumen to their
joint clients. In the current scenario, we can help clients gain a competitive
edge by winning sales, retaining customers, and continuing to grow.
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