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Winning the Midmarket: Cost-Effective Strategies to Improve Sales PerformancePublished by: IDC Published: May. 16, 2008 - 20 Pages Table of ContentsTable of Contents IDC Opinion In This Study Methodology Situation Overview Key Findings Channel Preferences Figure: Channel Used Most Often for Purchases Figure: Preferred Channel for Purchases Figure: Channel Impact on Vendor Consideration Length of the Buying Process Remote Interaction Figure: Weight Given to Resource-Related Factors During the Decision-Making Process Figure: Most Helpful and Important Factor During the Investment Decision-Making Process Figure: Reduction in Likelihood of Winning Business for Vendors Not Meeting Contract Frequency Expectations by Method Figure: Preferred Remote Interaction Type Coming Closest to Face-to-Face Meeting Communicating with the Midmarket Figure: Where Investment Decision Communication Process Breaks Down Resource Trade-Offs Building Sales Representative Skills Figure: Top 3 Largest Wastes of Time During the Investment Decision-Making Process Involving Preferred Source Figure: Strengths Looked for in Using Purchase Source Figure: What Purchase Source Could Do Differently to Reduce the Time It Takes to Make Investment Decision Figure: Traits Giving Purchase Source Advantage Over the Competition A Wakeup Call for Sales Universal Midmarket Findings Large Investments Hardware Investments Software Investments IT Services Investments SaaS Investments Telecom Services Investments Future Outlook A Wake-Up Call for Sales Essential Guidance Key Steps Communications Skills A Focus on Process Excellence Next Steps Learn More Related Research Synopsis AbstractThis IDC study presents the results from a survey of midmarket buyers focused on their needs relative to sales force performance. Gaps in performance are highlighted in processes, communication methods, and sales skills. The study highlights areas needing focus and specific improvements to reduce the cost of sales in the midmarket along with specific selling insight by investment size and type. "The standard assumptions regarding midmarket buyer engagements are no longer valid. They're more savvy, more technical, and more impatient. They want to see fewer reps and have more contact with technical resources. To profitably serve this segment, vendors must shift their investment from outbound sales reps to more phone-based and online resources, without giving up the relationship management that both reps and marketing automation systems can provide," stated Lee Levitt, director, Sales Advisory Service. Get Full Details About This Report >> |
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