Drivers of sales effectiveness success

The drivers of sales effectiveness success were examined in our recent research study: The State of Industrial Sales & Marketing – 2nd edition.

Commissioned by Industrial Ideas, conducted by Deakin University, and sponsored by Salesforce this study aimed to deep dive into sales effectiveness drivers of success relating to industrial companies and markets.

The key drivers of sales effectiveness success

The following table summarises the overall responses in terms of providing a mean score.

The data shows people aspects such as cultural support and employee skills are positive but adoption of cutting-edge sales effective technology appears to be lacking.

We noted similarities in the results of the regression analysis between the drivers of sales effectiveness success and customer experience (CX). Both ‘strong cross-functional support’ and ‘accessing talent and skills’ of employees were key to successful sales effectiveness.

Interestingly the ‘measurement framework’ was not statistically related to either CX or sales effectiveness performance. However, in contrast to the CX data sales and marketing technology had a strong demonstrably impact on sales effectiveness. i.e. “Our sales effectiveness technologies cutting-edge”.

It seems vitally important to have technology that can capture prospects and help understand them as the organisation manages them through the sales conversion pipeline. A clear link between advanced technology and the bottom line.

These findings are based on 133 industrial sector respondents. They completed a 12-minute online survey hosted at Deakin University between July and September 2021.

We believe this is the first quantitative Australian study to examine contemporary industrial marketing practices and quantify their impact on performance.

To learn more you can download: The State of Industrial Sales & Marketing 2nd edition.

If you’d like some help with your approach to B2B marketing, let’s chat.

Other Reading: With marketing research, you can set your brand apart

STATE OF INDUSTRIAL SALES & MARKETING RESEARCH REPORT

Focused purely on best practice marketing and sales effectiveness in the industrial sector in Australia, the State of Industrial Sales & Marketing Research Report (2nd edition) reveals key findings and insights to help improve your sales and marketing efforts. Download the Research Report to learn more about what drives industrial sales and marketing success in Australia.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.