The World-Class Sales Practices Study is conducted every other year, and it was interesting to see what will define World-Class in 2021. Of the dozen top practices that most closely correlate with World-Class performance, this year six are repeats from 2019 and six are new. Of course, the COVID pandemic occurred after the last study and organizations had adapted in many ways by the time of this year’s study.
What caught our eye in this year’s dozen were the even split between practices repeating from 2019 and those that were new this year (see table below). Beyond this distinction was another overarching observation. One of the mantras emerging from early CRM days was: People, Process, and Technology. To these three pillars, we added: Knowledge. It’s interesting to look at this year’s Top 12 World-Class Sales Practices through a variation on this lens, since they can be categorized as: People, Process, Technology, and Culture.
|Sales Practices in 2019||New Sales Practices in 2021|
|Effectively use call planning tools||Clear processes for fulfilling roles|
|Consistent manager coaching of sellers||Externally informed definition of “good”|
|People in place to reach goals||Articulate solutions aligned to needs|
|Rigorous forecasting process||Highly confident in CRM data|
|Management, Ops, Enablement aligned||Use analytics to measure performance|
|Sales, Marketing, Customer Service aligned||Diverse and inclusive culture|