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Why Sales Managers Must Champion New Innovations in B2B Selling

September 26, 2023


In the rapidly evolving landscape of B2B selling, the role of technology has become pivotal. Sales managers are at the forefront of this transformation, tasked with not only driving revenue but also ensuring that their teams leverage technology effectively. The effective use of technology can make or break a B2B sales strategy. Let’s explore why sales managers need to support the effective use of technology in B2B selling and the numerous benefits that come with this alignment.

The Changing Face of B2B Selling

Traditionally, B2B sales have been characterized by personal relationships, phone calls, and face-to-face meetings. However, the dynamics have shifted dramatically in recent years. The digital age has ushered in an era where buyers are informed, connected, and more demanding than ever before. Consequently, B2B sellers must adapt to this changing landscape to remain competitive.

Here are a few key factors driving the transformation of B2B selling:

  1. Information accessibility: The internet has democratized information. Most buyers now access a wealth of information about products, services, and competitors before even engaging with a salesperson.
  2. Online research: B2B buyers conduct extensive online research before making purchasing decisions. This means that sales teams must be prepared to engage with well-informed prospects.
  3. Remote work: The rise of remote work has made face-to-face meetings less frequent. Sales teams must now find effective ways to better engage with prospects and customers remotely, using technology to build greater trust and relationships than they may even have seen in days of greater in-person contact.
  4. Data-driven insights: Technology has made it possible to collect and analyze vast amounts of data, providing sales teams with actionable insights into customer behavior, preferences, and pain points.

Given these changes, it’s evident that technology is no longer a mere tool for efficiency; it’s a fundamental enabler of success in B2B selling.

The Role of Sales Managers in Embracing Technology

Sales managers play a pivotal role in shaping the technology adoption curve within their organizations. Here’s why their support is critical:

  1. Setting the tone: Sales managers are the leaders of their teams. When they actively endorse and utilize technology, it sets a powerful example for their sales representatives. This endorsement creates a culture of technological innovation within the sales department.
  2. Optimizing workflows: Effective use of technology can streamline sales processes, making them more efficient and less prone to errors. Sales managers are responsible for identifying and implementing these technologies, ensuring that their teams can focus on selling rather than administrative tasks.
  3. Data-driven decision-making: Technology provides access to valuable data and analytics. Sales managers can leverage this data to make informed decisions about strategy, resource allocation, and individual performance.
  4. Training and development: Sales managers are responsible for the training and development of their teams. They must ensure that their sales representatives are proficient in using the tools and technologies that are essential for success in the digital age.

The Benefits of Embracing Technology in B2B Selling

Now that we understand the importance of sales managers championing technology, let’s delve into the benefits that accrue from this alignment:

  1. Improved efficiencies: Technology automates routine tasks, allowing sales teams to focus on high-value activities like prospecting and relationship-building. This leads to increased productivity and faster deal closures
  2. Enhanced customer engagement: Customer relationship management (CRM) software with digital sales rooms enables personalized and timely interactions with customers. Sales managers can guide their teams to use these tools to extend reach deeper into the prospect/client organization and build stronger customer relationships.
  3. Data-driven sales strategies: Technology provides access to real-time data and analytics. Sales managers can use this data to refine their sales strategies, identify trends, and make data-backed decisions, ultimately leading to better outcomes.
  4. Global reach: With the right technology stack, B2B sales teams can reach a global audience without extensive travel. This allows organizations to expand their market reach and tap into new opportunities.
  5. Competitive advantage: Embracing technology gives organizations a competitive edge. Sales managers who keep their teams updated on the latest tools and trends ensure that their company remains competitive in the market.
  6. Cost savings: Technology can reduce the cost of sales operations by automating processes, reducing the need for physical resources, and minimizing errors. This can have a significant impact on the bottom line.
  7. Scalability: Technology allows organizations to scale their sales operations efficiently. Sales managers can implement scalable processes and technologies that can accommodate increased sales volumes without proportionally increasing costs.

Best Practices for Sales Managers

To successfully support the effective use of technology in B2B selling, sales managers can follow these best practices:

  1. Stay informed: Continuously educate yourself about emerging technologies and trends in B2B selling. This knowledge will enable you to make informed technology decisions for your team.
  2. Lead by example: Actively use and endorse the technologies you expect your team to adopt. This will create a culture of tech-savviness within your sales department.
  3. Provide training: Invest in training programs to equip your sales team with the skills needed to use technology effectively. Encourage ongoing learning and skill development.
  4. Set clear expectations: Communicate your expectations regarding technology adoption and usage to your team. Clearly define the role of technology in their daily routines and the benefits it brings.
  5. Measure and adapt: Implement key performance indicators (KPIs) to track the impact of technology on sales performance. Use these metrics to make data-driven adjustments to your strategy.


In the digital age, the effective use of technology is no longer an option but a necessity. Revenue growth for digital leaders is 5X greater than their peers. Sales managers are pivotal in driving this transformation within their organizations. By championing technology adoption, they can create more efficient and data-driven sales processes, enhance customer engagement, and gain a competitive edge. However, this journey is not without its challenges, and sales managers must navigate them skillfully to reap the full benefits of technology in B2B selling. In doing so, they pave the way for dramatic increases in productivity and performance from their sales teams, and equally dramatic increases in client satisfaction, retention, growth, and expansion.



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