On-the-go data-driven tools such as AI-powered mobile sales apps and Customer Relationship Management (CRM) systems are becoming increasingly integral to sales toolkits. Such technologies provide sales teams with complete, contextual customer information and quick actions to service digital-first customers. However, tactically seeing through the selection and implementation of such tools is just as important, if not more, for any business's success.
Here’s a look at how Bharat Petroleum Corporation Limited (BPCL), one of India’s largest oil and gas corporations, empowered its sales teams with technology.
BPCL's digitalisation initiative, Project Anubhav, spans seven business units that serve crores of customers through direct sales and thousands of dealers and distributors across India. BPCL is using Salesforce to build a 360-degree view of its customers and operations. With greater collaboration across its business units and channel partners, BPCL’s sales teams are now building stronger relationships and expanding their customer bases.
Change management is crucial to optimum tech adoption, and it is the most effective when senior stakeholders lead it. This sends a clear message to the rest of the organisation on:
Set up workshops, training sessions, and support mechanisms – like change leaders and forums – to address queries and teach employees to use the tools properly.
BPCL appointed eight regional champions who oversaw the implementation of Salesforce solutions and the training of employees across 38 national territories. Sales teams were also educated about the benefits of specific uses such as lead management, creating beat plans, recording the minutes of the meetings (MoMs) with partners, etc.
BPCL measures metrics like:
This is helping the sales team to adjust their strategy to changing goals and maximise technology’s impact. As the company changes direction from productivity to effectiveness, this is also higher adoption and better outcomes.
Once the tech solution is fully implemented, you can use metrics like the number of leads generated, conversions, time taken for each conversation, revenue generated, etc. to gain further and deeper insights into businesses processes.
Be prepared to let go of older systems to make way for change. For the successful digitalisation of B2B sales, it is important to inculcate and maintain the right mindset and processes. When done well, the right technology should help recover your investments within four-five years of the deployment.
Salesforce Customer 360 is a one-stop solution for businesses of any scale and in any industry. It unifies all the important business functions such as sales, service, marketing, and more – all on a single platform. With an in-built AI engine (Einstein) and strong analytical capabilities, Customer 360 can help any B2B sales team build customer relationships for life and drive faster growth.
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