Social Selling Maturity Model Stage 4: Sales Process Integration
Part four of a five-part series
In the last post, I blogged about how formal social sales training can lift sales productivity—as much as 7-8%.
Despite many benefits, however, impact achieved in the Training stage is limited by two factors: measurement and scalability. Managers can’t measure how employees are (or aren’t) acting on the information communicated in the training. And training is difficult to scale, especially in organizations with high employee turnover.
Selling teams overcome these limitations in the Integration stage of the SSMM. At this point companies advance beyond training as a one-off initiative and weave social into every aspect of their selling process.
CRM integration is the key to sales process integration. Individual reps are given social tasks or “to-dos” based on their leads, pipeline, and account assignments in CRM. Tracking and reporting on social activity becomes a core activity for Sales Ops, done manually or with support from integrated systems.
ROI perspective. PeopleLinx analysis indicates that CRM integration increases both the participation and effectiveness of social selling. This elevates the top-line contribution of social selling to 10-15%.
Frequency: A relatively small proportion, only 3-4%, of B2B sales organizations have advanced to this stage of the Social Selling Journey.
Next Installment: Stage 5 – Social Sales Optimization.