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The new CRO playbook: 7 sales tech & data challenges

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As CEOs grapple with novel challenges that have arisen from world and market upheavals, they’ve added new seats at the executive table to help them manage their growing responsibility. One of these new roles is the Chief Revenue Officer (CRO).

An early challenge that CROs must solve is managing the sales organization’s technology and data. A recent study from Gartner showed that 7 of 10 sales executives plan to increase technology spending this year to provide more sales tools to sellers.

If you’re a new CRO, you may be tempted to join them. But before you do, you should explore whether you’re getting the most out of your organization’s current sales tech stack. Here are seven common sales technology and data challenges, along with their solutions, to help you do just that.

1 Your sales team hasn’t fully adopted your customer relationship management (CRM) system

The CRM is a baseline technology that fuels many other selling tools. Unless everyone is on board and using your CRM fully, your other sales tech will suffer. But less than half of sales teams report widespread use of their CRM.

Why is adoption poor? Discover how you can encourage tech usage within your sales organization.

2 Your sellers suffer from tech tool overload

Despite going all-in on tech, many organizations aren’t seeing a return on their investment. So, where’s the disconnect between the technology and sales results? Learn how to help your sales teams embrace new tools.

3 You’re relying on outdated sales tools

Almost all sales organizations (94%) have implemented CRMs. But less than half of sales teams report widespread CRM usage because sales organizations are still relying on legacy solutions. Find out how new technology can help with managing pipelines, winning opportunities and generating forecasts.

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4 You’re implementing technology without sufficient training and coaching

As sales technology increases in complexity with AI-based tools and integrations, it can be intimidating to sellers and managers alike. Even sellers who are trained in how to use new sales technology often don’t understand the why behind the tech.

Discover how training and coaching are key to helping your team excel using new tools.

5 Your CRM is full of bad data

The effectiveness of any sales technology depends on the quality of the data fed into it. Dirty data sends your sellers down the wrong path of action, hurting your chances of closing deals.

Find out how to create a standardized way to input data and encourage sales managers to validate data being entered into your CRM.

6 Your organization hasn’t invested in a data strategy

If your sales data strategy consists of pulling a report from your CRM and using it to analyze your salespeople’s results, you’re missing a critical opportunity to guide decisions that go beyond performance.

Learn what a formal data strategy can do for your sales organization.

7 Your sales tech isn’t integrated

Historically, sales tech stacks have been an island unto themselves. But now, customers are more discerning than ever; they expect a highly personalized, connected experience. Delivering a high-touch, personal experience requires alignment between technology throughout an organization, from sales to marketing, IT, product teams and human resources.

Find out how to integrate your sales tech within the larger organizational ecosystem.

Effective sales starts with effective sales technology

Too many sales organizations have a tech stack with no clear roadmap or streamlined plan for implementation. To transform your sales organization, download our eBook to understand how to get the most of out of your organization’s tech stack.

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