Gartner Predicts Transition from Intuition-Based to Data-Driven Decision Making by 2026
May 6, 2022
As Virtual Selling Continues to Grow, CSOs Must Identify the Most Valuable Technologies for Driving Business Outcomes
2026, 65% of B2B sales organizations will transition from intuition-based to
data-driven decision making, using technology that unites workflow, data and
analytics. The market is growing rapidly with the rush to virtual selling due to
Gartner surveyed 168 sales leaders across North America, Europe and Asia/Pacific from November through December 2021 to highlight key trends in the revenue technology stack such as adoption levels, current value, and future importance.
“The average virtual selling technology stack includes 13 technologies,” says Dan Gottlieb, senior director analyst in the Gartner for Sales Leaders Practice. “By investing in technologies closely aligned with the speed and complexity of typical transactions, CSOs will improve the satisfaction, adoption and benefits of virtual selling technology.”
“Investing in virtual selling tech right now requires a classic case of slowing down to speed up. A carefully designed, purpose-built virtual selling technology stack will help sales teams more predictably hit the number,” said Craig Rosenberg, distinguished vice president analyst in the Gartner for Sales Leaders Practice. “If CSOs look at those moments across the three key pillars (improving buyer engagement, adapt tactics based on data, and simplify seller workflows), opportunities to improve seller execution can reveal themselves quite quickly.”
Wayne Eckerson, President of the Eckerson Group added, "Our clients are eager to exploit data-driven technologies to increase engagement with customers and prospects. They now recognize the importance of having a well-constructed data strategy and architecture to support these types of key business initiatives."
CSOs must focus on designing a purpose-built virtual selling technology stack
that helps sellers execute fundamental virtual selling competencies. As
mentioned previously, the three critical attributes include:
Virtual selling technologies help sellers improve customer engagement with
innovative methods for facilitating meetings (for example, videoconferencing,
visual collaboration), and asynchronous interactions with customers in a virtual
selling environment (for example, video messaging, digital sales rooms).
Innovative technologies can accelerate seller development of virtual customer
Virtual selling technologies simplify day-to-day seller workflows by automating
time-consuming tasks (for example, e-sign, sales engagement applications) and
streamlining the seller’s user experience (UX) of technology. Lack of seller
digital dexterity easily undermines the successful adoption of technology.
Innovative technology vendors understand that making sellers fall in love with
their products requires embedding technologies into sellers’ highly detailed
Virtual selling technologies equip sellers with stakeholder and company data
that generates situationally aware insights to influence messaging, workflows
and tactics (for example, conversation intelligence, account-based platform).
Since sellers tend to have the lowest data proficiency in the enterprise,
innovative technologies must help sellers understand and activate data points.
Enterprise: Typically executed over longer sales cycles (six months or more), for larger deal sizes (greater than $125,000), with a large buying committee (eight to 11 stakeholders), often for complex products.