Sales Transformation is a strategy that focuses on remaking the sales organization to deliver growth, profitability and strengthen customer loyalty.
It isn’t in technique or even in approach. It’s in PURPOSE.
If done well, it will touch on every part of the organization, not just sales, and will fundamentally change the way the sales force sells. Transformations can take more than a year to fully deploy and require a significant investment of time, money, and other resources.
Making sales transformation durable and sustainable requires an understanding of the Sales Transformation Ecosystem below:
Sales Transformation Ecosystem:
The four pillars of a Sales Transformation Ecosystem are:
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Strategy
The Go-To-Market plan and key business goals
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Structure & Process
The sales organization design, sales operations, and tools
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Metrics & Rewards
Goal setting, compensation, performance management
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Culture & Behaviors
Sales leadership and team coaching/mentoring, and competencies development.
The most crucial factor to consider is that a change in any of one of the pillars precipitates a change in the other pillars.
Although usually, it’s Strategy that leads the charge for sales transformations, but not always. For example, implementing a new CRM typically starts in the Structure & Processes pillar. If you’ve been part of a CRM implementation in your career, you know changes to Metrics & Rewards and Culture & Behaviors must happen to achieve success.
So, if you are considering changes to any of the four pillars of the Sales Transformation Ecosystem, pay close attention to what changes need to be affected in the other pillars to achieve success.
If you are considering a complete sales transformation, use our Sales Transformation Ecosystem as a high-level roadmap for success.