I recently wrote about how intelligence is different, and much more valuable, than data for the B2B sales professional. I described intelligence as going far beyond the basic facts and figures about companies, and creating a broader view of the prospect, which incorporates recent business events, social conversations and social relationships.
In other words, social intelligence.
What do B2B sales professionals need to boost their productivity? The answer: easy access to this social intelligence within their workflow, at the point of need and at the time they want to engage the prospect in a relevant conversation. In-context access will render social intelligence an empowering tool for sales teams, instead of the distraction that it can easily become. [tweetmeme source= “insideview” only_single=false]
Social Intelligence: It’s more than just CRM
Naturally, this is where one would expect CRM to come into play because it is intended as the ubiquitous technology infrastructure to facilitate customer-facing interactions. Unfortunately – and to the disappointment of many sales organizations – CRM hasn’t delivered on its promise of significant sales productivity gains, or on its ultimate promise of synchronizing the business process between two key stakeholders (the sales professional and their target buyer). Instead it has remained mostly in the ranks of workflow automation. This makes CRM useful for automating structured processes and reports for management, but not for enabling effective relationship building or customer engagement.
I believe social intelligence, integrated into the CRM workflow, has the opportunity to move CRM beyond its current limited application (and thus adoption) into a highly effective customer engagement platform, and in the process transform selling as we know it.
Social Selling: Enabling Customer 2.0 Engagement
Adopting this new model of social selling is not optional for businesses, rather a requirement if they want to meet the demands of a new breed of informed, socially-engaged customer who has taken control of the conversation. Integrated social intelligence can level the playing field for businesses by making it easy for sales professionals to listen to and participate in the conversion in a timely and relevant manner for successful customer engagements. Put simply, integrated social intelligence is an essential enabler for businesses in the quest to successfully engage Customer 2.0.
Powered in part by new methodology and in part by new technology, the usage of social intelligence by sales organization is one of the three primary use cases of what many are calling Social CRM (the other two being marketing and customer support). While there is much debate about the ultimate definition of this next generation approach to CRM, here are a couple of good ones that support my point:
- “Social CRM is a means to “understand where, what and which conversations are happening, and how to engage in conversation.” Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management
- “Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.” Paul Greenberg
Of course, the success of a Social CRM strategy for sales requires much more than access to social information about prospects. It requires a fundamentally different selling process. As Wim Rampen states in a post at CustomerThink, “Implementing social tools, and doing absolutely nothing differently than before, would not make it…a Social CRM [or Social Sales] strategy.” We now have access to vast new avenues to gather customer data and insights, but how the data is aggregated, transformed into intelligence and integrated into the sales workflow are the primary factors in determining the success of a sales organization “going social”.
So how exactly is social selling enabling a more successful outreach and engagement with the socially-savvy Customer 2.0? Next week, I will lay out three tips for implementing intelligence into your sales workflow, and will elaborate on the effectiveness and applicability of social selling as an integral part of a business’ Social CRM strategy.