It’s Time To Close The Sales Execution Gap: Building The Case For Change

B2B selling has never been more demanding than it is today. The expanding delta between the potential output of a revenue team and its actual results make it even more challenging to succeed. We call this the Sales Execution Gap, which can prevent a typical enterprise company from realizing tens of millions of dollars in revenue.

Rapid technological advances, seismic demographic shifts and new workforce dynamics have disrupted traditional B2B buyer and seller activities. Artificial intelligence (AI) and automation are now commercialized and widely embedded into sales technologies. Millennials are the predominant decision makers, and hybrid work is here to stay. The in-person meeting, once a coveted pre-deal milestone for field sellers, is now the third most preferred buyer interaction channel after the virtual meeting and phone

This white paper focuses on how changing buyer preferences are influencing sales’ ability to engage new buyers and close deals, with a specific focus on:

  • What the Sales Execution Gap is and how to identify/size it;
  • The new complexities that are complicating selling motions and how to overcome them;
  • Recommendations for closing the sales gap to drive predictable, efficient growth; and
  • What it looks like to reach your full revenue potential.

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