INTELLIGENT SECTION
FINANCE SALES & MARKETING HR SOLUTIONS EMPLOYEE ENGAGEMENT
Just 3 % of reps are happy with their current cold approach response rate , as demand for hyper-personalisation soars
Enterprise sales teams are failing to convince 91 % of prospects that the sales content they receive has been personalised to them . This is according to new research by Gong , a leading revenue intelligence platform , that shows that customers and prospects crave a personalised approach . In the attention sales economy , customer-facing teams are expected to show an intimate understanding of their target ’ s business , their role and the challenges they face .
Buyers and reps both identify better personalisation as the number one way to increase response rates . The common ‘ spray and pray ’ approach falls flat and fails to deliver the results teams expect .
The disconnect is from reps wasting time on ineffective personalisation and not unlocking the timing and outreach puzzle . In fact , research from McKinsey found that organisations that excel at personalisation generate 40 % more revenue than average players .
Driving revenue with AI
Revenue teams need more scalable , effective and efficient outreach approaches , and sellers are anxious to reap the benefits of new technologies . For example , 78 % of reps would like to use generative AI to personalise their sales engagement .
A quarter ( 26 %) of revenue leaders have already started implementing AI in their go-to-market process , with another 26 % planning to use it in the next 12 months .
Doing more with less is critical to business success , and the appetite to leverage AI in revenue workflows is growing . Eighty-one percent of leaders are looking to increase seller productivity with AI . AI-backed technologies such as generative AI can not only decrease the time sellers spend creating content , they also help prioritise workflows and effective activities . AI can determine the warmest leads and nextbest-actions for sellers across their entire deal cycle . Gartner predicts that by 2025 , 75 % of B2B sales organisations will replace traditional sales playbooks with AI-based guided selling solutions .
One platform for every revenue team
Today ’ s leaders are unhappy with their sales engagement platforms , with just 12 % surveyed in the report liking their current sales engagement solution . A majority of sellers ( 84 %) said their biggest pain point was switching between multiple tools to complete their selling activities . A best-in-class solution is a consolidated platform that can understand , automate and deliver personalised outreach that saves teams time and increases revenue .
Wendy Harris , SVP of International at Gong , said : “ Sales reps and leaders are under increasing pressure to do more with less and are looking for better solutions to convert pipeline into profit . With pipeline performance a headline priority for every revenue leader this year , teams must take into account optimising sales processes , improving productivity and neatening efficiency approaches . This is the engine that will drive more revenue and meet targets .” x
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