Victoria Clarke in a recent B2B Magazine article asked the question does digitalisation and marketing automation spell the end of the traditional sales role. http://tinyurl.com/oc8tsk . It is increasingly the norm for the B2C sector but an immediate reaction is that it will be different for B2B. But will it?
With smaller ticket B2B items the shift has already occurred some years ago, you may not have noticed it but in revolutionised the sales team set up for businesses such as stationery suppliers. Now there is very real evidence that it is occurring for major ticket items such as IT as well. Let’s look at Government IT procurement where contracts can be measured in hundreds of millions. More and more Government IT procurement is taking place through the G-Cloud, an online market place with a single framework agreement.
Rather than a single supplier creating a bespoke solution that takes months if not years to implement, Government now buys off the shelf already proven packages from multiple vendors to build their solution in weeks – without a sales person in site. In such scenarios this means an increasingly important role for marketing with a shift in the ongoing client responsibility from the sales team to the key account management team.