New State of Sales research reveals key factors that boost connection between teams
Published August 1, 2022
Zendesk’s 2022 State of Sales report, “Wrangling the Disconnected Sales Org”, has revealed how sales leaders around the globe are navigating the new normal of a post-pandemic business environment. The report is a key step in our continued investment in conversational CRM and building our reputation as a leader in sales software.
The last two years have been disruptive in many ways, bringing both challenges and opportunities for sales teams. While the worst of the pandemic may be mostly behind us, today’s sales leaders are faced with the competing challenges of market uncertainty and record high customer expectations, coupled with pressure to hit revenue goals as hiring slows and budgets tighten, forcing managers to find efficiencies within their existing teams and resources. But there is some relief – a better connected sales organization.
Our latest report shows how CRM leaders are adjusting, and how the sales tools they use can help them stay competitive. Based on survey data from more than 3,000 global CRM decision-makers and influencers, we asked small and mid-size companies how they feel about their sales investments. Here are the key findings:
- 72% of CRM leaders say their teams need to integrate sales tools to avoid losing business, and that sales teams must be cross-functional to beat their competition.
The pandemic has had a ripple effect among seller expectations, buyer capabilities, and the market at large. So it comes as no surprise that CRM leaders are looking to bring crucial customer data into their sales process to not only grow but even maintain their revenue targets. Sales orgs have to be connected to critical customer information to stay competitive.
- Sales teams use an average of about 5 different sales tools, and 46% plan to add more tools over the next year. Yet 32% of sales reps feel overwhelmed by them all.
The digital transformation of the sales process means businesses are investing in more tools and technologies for their sales reps. Yet, an abundance of tools could be contributing to burnout and harming productivity. Sales and IT leaders understand the tangible benefits of a connected business, but the question remains on how to bring systems together and how to enact change. Your tech stack is the key to optimizing your sales process – if it’s done right.
- Nine out of ten teams with integrated solutions said it has had a positive impact on their business. However, only 35% of CRM leaders said they are integrating customer support with sales operations data.
Businesses can move the needle with quick wins by integrating sales with broader teams.In our survey, a majority of sales leaders were satisfied with their systems and tools, but making full use of them without requiring a lofty investment is still to be seen. One quick way to do this is by bringing sales and customer support closer together.
- Three quarters of the CRM leaders we surveyed agreed that sales teams need to be prepared to engage in personalized sales conversations in digital channels. However, only 27% have conversational sales capabilities in their CRM today, with even less planning to invest in this area in the next 12 months.
Sales teams today can’t solely rely on their soft skills to close deals and build long-lasting relationships, they need to be delivering a personalized sales experience. There needs to be a shift in the way sales leaders evaluate tools and technologies prior to investment.
Read the full report here to understand how connecting sales teams with the best tools can help build deeper and more profitable customer relationships.