Tuesday 30 September 2025

Sales Transformation and Access to Success

Many companies are undergoing or planning a transformation process. New technologies such as artificial intelligence, big data analytics, cloud solutions and the migration of CRM systems need to be integrated into the new standard. In addition, new sales processes, sales activities and sales skills are essential to capitalise on the potential of target markets, gain market share and retain / grow existing customers as customer behaviour changes. This is easier said than done. Established market and customer development processes have grown historically in most companies and are deeply rooted in their DNA. Many employees give up after a short time. There is a high risk that the transformation will fail within the desired timeframe due to quick and short-term initiatives without coordination. Broad-based, long-term change management is needed to gradually move people out of their comfort zones and equip them with the necessary skills and expertise. In general, there is a common perception that anything new is bad and risky. Managers and leaders are crucial here. Ideally, they should be involved in the planned initiatives from the outset. Their knowledge of existing processes, system landscapes and people - the human factor - is essential for identifying stumbling blocks and working on solutions. Not only does this ensure that they will model the new normal with conviction, but their contribution to the initiatives and the commitment that goes with it provide a vital link between strategy and integration into day-to-day business to drive and embed the transformation.