The DIVA-research project has developed a free and easy-to-use indicator for sales and marketing management: https://www.webropolsurveys.com/S/565BE7C923E135FE.par
The digitalization of business processes is ongoing and a never ending race against challengers and direct competitors. Digitalization requires learning, a readiness for change and an understanding of changing customers’ purchasing behaviours. It is not only a question of technology but also the utilization and application of technology to new domains and industries. This indicator helps to realize and review the digitalization of sales from a broader perspective than the use of new software. According to piloting experiences, this indicator also assists with the structuring and mapping of the development actions needed in effective digitalizing sales and marketing practices.
Calibrated indicator assists in sales development
The digitalization indicator for B2B (business-to-business) sales has been developed to help companies define the degree of development of their digitalization and to establish development targets and actions. The indicator includes 22 questions, each of which produces 10-15 points depending on its importance. Hence, the indicator generates a maximum of 250 points. The best companies will come close to this ranking in the piloting round. This indicator has been tested as a pilot study.
The results (the total number of points) are classified into three categories: red, yellow and green. Green indicates that the digitalization of B2B sales is at an advanced level. Yellow indicates the digitalization is still in progress in the respondent’s company. If the results fall into the red category, the digitalization is still in the initial stages of B2B sales and marketing. The total points are shown on the result page after completing the questions, which the respondent can print out for future reference. Although the results are naturally directional, they point out several strengths and weaknesses of sales and marketing management.
Use of the indicator is free!
The use of the indicator is free for the internal use of companies, and it can be used anonymously when the respondent cannot be identified in the indicator. The ultimate goal while developing this indicator was to help develop better sales practices in companies to meet the changing requirements of new and existing customers.
This B2B sales indicator was developed as part of the DIVA-project, which aims to research and develop digital B2B sales practices and methods. The starting point for the development of the indicator was the pre-survey of sales and marketing practices in partner companies. We hope that this indicator will be useful for most companies who are planning to digitize their sales and marketing activities. The results of this indicator are saved to the questionnaire software’s database so they can be used later for research purposes. The name of the respondent and her/his company remain anonymous, only the segment of the respondent’s organization is asked at the end of the indicator.