CEOs Want Better Sales Forces

Few enterprises likely have sales forces the non-sales executives believe are outperforming others in the same industry. But Forrester Research CEO George Colony says big changes could be coming. "Complete overhaul" is the phrase Colony uses to describe what CEOs are saying they plan. “We have the wrong people" is the other key phrase he uses.

Precisely what can be done is not so clear, but it appears the skills many sales forces now possess are increasingly mismatched with the needs of the sales process, which has to feature more collaboration, higher touch and a generally smarter approach. The mantra of "solution selling" gets constantly repeated. But it appears the strategy still is not widespread enough.

One area that seems ripe for change is technology support. Sales personnel say they have better consumer tools than they have available at work.

"More creativity” also is something CEOS say they want to see more of over the next five years. Part of the solution might be better skills, and better tools. But it is hard to escape the notion that what is needed is "different people."

CEOs Want Better Sales Forces | Forrester Blogs