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Navigating Today’s Sales Complexity
Blog / All About CRM / Feb 24, 2016 / Posted by Nikolaus Kimla / 1806 

Navigating Today’s Sales Complexity

If one flat statement could be made about today’s sales environment, “It is really complex” would certainly serve. Going back in time, there were 2 basic sales jobs—a salesperson and a sales manager. Today we have field sales, inside sales, SDR sales, vertical sales, horizontal sales, and more. Sales has become a complex team sport which requires precise coordination.

On top of that, we’ve also moved into the digital age. We have multiple systems gathering data. We’re constantly seeking to integrate further data sources, more inputs, and greater and additional technology. The digital age has also meant an enormous diversification and proliferation of sales channels that must be monitored, acted upon and supervised.

Complexity is also reflected with customers, especially in B2B sales. It’s not simply a matter of a buyer approving a purchase—now there are committees and multiple decision-makers, all of which a salesperson must keep track of and deal with if a sale is to be made.

For sales, all the above can unfortunately boil down to one thing: losing track of the person on the other side of that screen: the prospect, the buyer, the customer. In other words, the one individual or group of individuals that in the end will mean a win or a loss.

Technology Must Help, Not Complicate

Here at Pipeliner, we’ve been watching this complexity evolve since the beginning of our company. Because of it, we started out on a completely different footing than traditional CRM applications. We designed a CRM solution to empower sales teams, not weigh them down with data entry and administration.

Technology is only as good as the results that come out of it. If technology is not helping to deal with and solve that complexity, then all it’s doing is making complexity more complicated. Which, unfortunately, has been the end result of many of the leading CRM applications over the years.

Enter Cybernetics

Now there is a word you probably didn’t figure you’d hear in a blog post about sales and CRM—cybernetics!

What is cybernetics, and how does it apply? Well, cybernetics is the study of closed cognitive learning systems—specifically the study of how machines can be created to think and act as humans. But moreover, the science of cybernetics is used to approach, understand and deal with complex systems.

Pipeliner’s next version, due very shortly, will incorporate cybernetics. It is the next quantum leap in CRM technology—and will assist sales teams, organizations and companies to squarely face today’s complexity head-on, instantly sort it out and navigate it.

Stay tuned for further news!

About Author

A 30-year veteran of the computer industry, Nikolaus has founded and run several software companies. He and his company uptime iTechnology are the developers of World-Check, a risk intelligence platform eventually sold to Thomson Reuters for $520 million. He is currently the founder and CEO of Pipeliner Sales, Inc., developer and publisher of Pipeliner CRM, the first CRM application aimed squarely at actually empowering salespeople. Also a prolific writer, Nikolaus has authored over 100 ebooks, articles and white papers addressing the subjects of sales management, leadership and sales itself.

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