The Forrester Sales Force Automation Wave Marks A New Era In Sales Technology – Forrester

“There is no magic wand to wave and transform your sales technology strategy into one marked by employee and customer obsession. In our evaluation, we saw the following three trends stand out to help improve both the employee and customer experiences: 

  • SFA delivers experiences to support new and emerging sales roles. There is no singular role of salesperson. In today’s world, sales roles can include sales development reps, account executives (field and inside), customer success managers, sales operations, and many more. These solutions are building out experiences that deliver against the needs of each of these roles.
  • AI starts to shape the buyer-seller dynamic. With names like Einstein and Watson making their name in the mainstream, buyers almost expect AI at this point. Every vendor has something to share with regards to AI, but few have a track record of being able to drive valuable recommendations like next best actions or offers, detect potential opportunities, and proactively determine the likelihood of winning a deal.
  • SFA must have an ecosystem to fill its gaps. SFA will not become a seller-focused technology overnight. These systems will need to support an ecosystem like Salesforce’s AppExchange where customers can select, provision, and connect third party solutions to SFA to deliver a richer experience for sales reps.”

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