Over the past decade, sales has become significantly more data-driven.  The adoption of CRM-based tools, availability of big data analytics, and the move towards process over "feel" has transformed sales.  Yes, sales still has and will likely always have a relationship element to it.  Nothing replaces the importance of face-to-face discussions.  However, data can make those interactions more consistent and more focused than anytime before.

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The challenge with sales effectiveness is that you can't treat every sales process equally.  As with most things, there are different types of sales processes and to be effective, you have to first focus on the type of sales process you are optimizing.

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Contract Sales are what most people think of when it comes to the traditional sales model.  These sales consist of a traditional pipeline development process where specific projects or opportunities are moved from stage-to-stage, with the end result being a "win" or "loss".  Many solutions for sales focus on these types of processes and data can help reduce leakage at different stages of the pipeline to optimize growth.

 

Referral Sales are a common type of sales process that is often times understood to be different from Contract Sales but mistakenly designed using similar techniques as Contract Sales.  Referral Sales are typically influencer-based sales, where a representative or liaison conducts sales calls that ultimately influence the behavior of another individual who ultimately directs the sale.  These are common in healthcare where physicians are helping other physicians understand their specialty.

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Transactional Sales are the last major type of sales and typically associated more with call center or order-taker models.  In these cases, efficiency and conversion are critical to the way in which sales occur and key metrics around reach and "close on first call" matter much more than traditional pipeline metrics.

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Before heading down the path of sales effectiveness, it's important to start with what it is your solving for.  Different models require different approaches and not applying the right approach can lead to a frustrated and confused sales team.