British sales managers need robust forecasting and analytics skills to succeed

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 10, 2022, 9:39 AM GMT+0

Outreach recently commissioned a poll of UK directors, VPs, and C-suite executives responsible for sales at organisations with 500 or more employees.

According to two-thirds of respondents, brand purpose is critical in buyers' decision-making, as most buyers ask about their company's position on social justice. The top challenges identified in the study include leading a multigenerational salesforce, rapidly evolving buyer preferences, and an unpredictable economic situation.

Virtual meeting platforms like CRM, sales engagement platforms, revenue intelligence systems, and other specialised tools are currently used by 50% of UK sales teams. To effectively utilise and maximise sales technology investments, 28% of executives "strongly agree" that their staff requires new/updated capabilities.

More than 50% of respondents say that effective sales managers require strong forecasting skills as well as the ability to use analytics to implement real-time course corrections. 40% of respondents "agree" that their team requires new/updated abilities to flourish in a digital/virtual/hybrid world.

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