Digital Transformation in consumer industries? Start with sales!

One of the most talked about themes in the industries of the so-called “old economy” is the infamous Digital Transformation. From corporate culture-change programs to the extreme of creating uniquely-themed jobs are occurring in most companies.

CIOs have been put on a real hot seat and expectations about them have risen dramatically in recent years. As if they suddenly had the power and ability to change the life of the whole organization.

With the pretended aim of demystifying and uncomplicating the theme, I believe that the first initiative should be to explain, in the most didactic way possible, what such a Digital Transformation would be. Among the many definitions found, the explanation below is the one that best sums up the expression:

“Digital Transformation is a process in which companies make use of technology to improve performance, increase reach and ensure better results. It’s a structural change in organizations giving an essential role for technology.”

“Improving performance” through technology in a consumer industry should have the direct or indirect consequence of increasing the satisfaction of its current customers or increasing the ability to gain new customers. Technology, when used in an assertive way, should offer the benefit of improved productivity. It means doing more, doing better, with fewer resources or optimizing existing ones. The result of this increased productivity increases the company’s ability to survive and invest. It increases the company’s ability to grow. Moreover, growing is only possible if the company sells more.

From the above premise, we can conclude that Digital Transformation must be directly connected with the ability of companies to increase their sales and consequently their profits. With this coherent reasoning, nothing is fairest and more appropriate that this journey begins with the area that has the biggest and fastest chances of delivering this sales improvement to companies, the commercial area!

And what would be Digital Transformation in the sales area? The starting point here should be a robust and effective sales process automation with the most suited technology to your business. It is not simply the famous “Sales Force Automation” and neither “CRMs”. It is a modern automation of the sales processes technologically, however, obsessively directed towards the improvement of the results. A technology that would deliver as a benefit after implementation a substantial increase in sales force productivity.

This is only possible with a sales force automation technology that contains crucial elements such as:

  1. High integration capability with ERP and satellite systems (assurance of an assertive and real-time data flow!)
  2. Operate on numerous types of smartphones and 100% cloud basis (assurance of an economical implementation and maintenance!)
  3. Ability to operate “on and off-line” (anywhere, with or without signal, the sales force needs to work with 100% of the functionalities!)
  4. Analytical and actionable intelligence in real-time (the right information, at the right time and ready to be used!)

Ready! Your company gave the “starting shot” in the so-called Digital Transformation already reaping tangible results of increased productivity. Now, from a platform implemented in the area that “talks” with your customers and with plausible results will be much easier to conduct that journey in the rest of the company.

Marcos Póvoa
CEO of MC1 Win The Market

Brazilian multinational focusing on business intelligence processes using technological mobility solutions. Present in more than 21 countries with field team management solutions for sales, trade marketing and services.

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