September 23, 2014 Last Updated 3:30 pm

Adobe sponsored research shows awareness among sales and marketing managers of the role of mobile in sales enablement

A survey by Adobe of sales and marketing managers in the U.S., U.K., Germany and France reveals that while they believe their companies are on the right track in regards to their sales enablement strategy, only a small percentage of the companies are actually implementing on their strategy.

The study, Closing the Deal: The State of Sales Enablement, attempts to look at how companies felt about their efforts to use new technology to increase sale performance and customer satisfaction. The research show that while 89 percent of those surveyed felt their company’s sales enablement strategy is one the right track, only 30 percent are implementing solutions that allow their teams to adapt.


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“Historically, sales success was driven by a sales rep’s ability to manage the customer conversation from first engagement to final deal. But with technology advancements, customers are now more in control. They have access to information about products, pricing options and the competitive landscape at their fingertips, long before they meet with a sales rep,” said Nick Bogaty, head of digital publishing at Adobe.

“Today’s successful organizations are those that implement digital tools to help reps have more informative customer conversations about product and services that add value to the sales discussion. These same sales organizations are also continuously measuring and refining the effectiveness of sales tools and the selling approach to ultimately close deals faster.”

The new study was produced by the research firm Edelman Berland, with 1,050 B2B marketing and sales managers surveyed online.

The key finding is that organizations much embrace technology that will allow them to develop new tools – especially in the area of mobile – to improve their sales performance. The vast majority of managers surveyed agree that mobile sales enablement tools are “fundamentally changing the nature of enterprise sales at my company.”

Fifty percent of respondents said that they plan on increasing their level of training, and will create mobile apps to facilitate sales and leads.

The research results are available on the Adobe website here. Below are some of the slides that are part of the study:

[tribulant_slideshow gallery_id=”47″]

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