Frost & Sullivan's Growth Team Membership™ (GTM) recently completed its 2012 survey of sales executives in the Americas. The executives were asked to identify their most pressing challenges for 2012. GTM will focus its best practices research to address the prominent issues identified in the survey.
Sales Leadership in 2012 - A Snapshot
- Enhancing sales reps' productivity (focusing on the highest-value activities) is the primary challenge facing sales executives.
- An insufficient amount of personnel is the root cause of Sales' primary challenge.
- In comparison to 2011, budgets and staffing levels are expected to increase moderately in 2012.
- Companies attribute 18 percent of their sales to distribution channels and partnerships.
- Sales uses social media to identify and qualify leads.
- LinkedIn is the primary social media platform used by Sales, and is typically used to improve sales reps' knowledge of customer needs.
2012 Sales Leadership Survey Executive Summary
The 2012 survey results reveal that sales executives continue to struggle with the same longstanding issues they identified in the 2011 survey: increasing sales reps' effectiveness and enhancing customer focus. Specifically, sales executives need to enhance sales reps' productivity and streamline the sales process. Respondents also cite challenges aligning the sales process with customers' decision-making behavior and incorporating customer feedback into sales strategies. Both of these priorities require sales leadership to assess the sale process and conduct win/loss analysis to identify the highest-value activities.