Integrate Sales Tech and Digital Commerce to Unify Customer Experiences
B2B buyers love the convenience of online ordering. But complex B2B purchases often need a human touch – expert guidance, tailored solutions, maybe even a bit of friendly negotiation.
Yet in many companies sales teams are isolated from the digital buying journey, missing a huge opportunity – the Gartner® research shows that when buyers engage with sales reps using supplier-provided digital tools, they are 1.8 times more likely to complete a high-quality deal than when they engage with the tool independently.
We believe this latest Gartner® report unveils a smarter strategy: one that blends your sales team’s expertise with the efficiency of digital commerce. At OroCommerce, we call this approach Unified Sales Enablement. Get your copy of the report and discover how to effectively merge traditional and digital sales experiences.
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What is Unified Sales Enablement?
Think of it as breaking down the walls between your online store and your sales team. It’s about empowering your sales team with the right tools and insights to engage effectively in the digital buying journey, while also giving buyers the freedom to self-serve when they prefer.
Unified sales enablement looks like:
- Integration of Sales Tools: CPQ, product configurators, CRM – all working in perfect harmony with your eCommerce platform or customer portal.
- Empowered Sales Teams: Armed with real-time data and the ability to guide online buyers toward personalized solutions.
- Confident Buyers: Free to explore, research, and engage with your brand on their terms – with expert support readily available.
OroCommerce is uniquely designed to support this integrated approach as the only B2B eCommerce platform built specifically for sales teams and buyers with an integrated CRM and RFQ engine.
Our Key Takeaways for Unified Sales Enablement
Here’s what Gartner® as per our understanding recommends to bridge the gap between sales and digital commerce:
Embed Sales Tools into the Digital Journey
Don't just offer self-service – make it a collaborative experience. Integrate tools like ROI calculators, guided product configurators, and interactive demos directly into your eCommerce platform. Give buyers the information they need and a direct line to your expert team.
Align Digital and Sales Workflows
Make sure your pricing, quoting, and order approval processes are consistent across your online store and sales channels. Avoid confusion and frustration for both your buyers and your sales team.
Harness the Power of Unified Data
Give your sales team a 360° view of the customer by aggregating data from all touchpoints – website interactions, online orders, sales calls, you name it. This allows for personalized support and proactive engagement throughout the buyer journey.
Gartner®, Integrate Sales Tech and Digital Commerce to Unify Customer Experiences, Luke Tipping, Aditya Vasudevan, Melissa Hilbert, Mike Lowndes, 26 April 2024.
GARTNER® is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.