By DAVID HELD
Senior Product Marketing Manager with Microsoft
As sales leaders, we have a strategy problem. We have spent years focused on sales productivity—visibility into forecast, pipeline, and activity tracking—to drive an agenda for sales management. We use our sales tools to better manage our sellers versus empowering our sellers to deliver value to our customers.
Because of amazing innovations in sales and marketing, we currently have access to the best tools and the most data ever. Unfortunately, the misalignment of strategy and execution of our sales and marketing tools sets us up to fail. And this misalignment is causing huge issues, including overwhelming our sellers, creating inefficient methods of retrieving data, and making it impossible to establish actionable insights and understand our customer needs. All these issues impede our efforts to deliver value to our customers—and they frustrate our sales force.