The buy-sell process for B2B high consideration products and services is complex and highly collaborative involving team selling to committee buying. Virtual workspaces like Smart Rooms from Journey Sales facilitate this process by helping account teams share, collaborate and communicate with buying teams throughout dynamic sales and onboarding lifecycles.
Journey Sales built Smart Rooms natively on Salesforce® as digital workspaces that allow sales teams and service teams to quickly create personalized, guided digital experiences with their account buyers and track engagement along the way.
To optimize B2B sales, we often design funnels to drive out metrics and codify sales processes. Linear funnels for B2B are particularly relevant when purchasing is transactional or follows a highly predictable process. Yet, for complex B2B and high consideration sales, customers are interacting with a range of 3rd party research, journals and publications, as well as your competitor’s funnel. This is why we need a non-linear more collaborative approach to selling and engaging the client – one that allows us to build our value propositions responsively and engage customer teams over time. For these more complex sales and dynamic environments, a Smart Room is a great fit.
Engaging Smart Room Collaborative Workspaces at Three Levels:
Smart Rooms for Sales Enablement
Product marketing and sales enablement teams collaborate around marketplace propositions and sales plays. This content is not yet tailored at the account level, but it requires internal collaboration to build a range of content and selling resources, architected by marketing and sales teams, to better enable effective customer engagement. Smart Rooms can offer a collaborative platform for sales enablement and product marketing teams to build and manage the selling propositions and deploy them easily into account-specific work spaces.
Smart Rooms for Account Based Marketing and Sales Collaboration
A second use case for the Smart Room is in preparing an account team (marketing and sales) to engage a particular account. This collaborative effort draws from foundation content and messaging to deliver tailored communications and resources specifically for the account and account buyer personas. While the process is still internal, it is enabled by Smart Room collaboration and can be quickly converted to a customer-facing collaborative Smart Room. Smart Rooms can be customized to structure content geared towards a specific industry, account or purchase type, creating the right context sales teams need to deepen account relationships.
Smart Rooms for Customer Engagement and Onboarding
The third, and most exciting role for Smart Rooms is in facilitating the customer buying journey and account experience. Smart Rooms help deliver a collaborative journey that is personalized to suit the needs of each account and specific customers and influencers. Data flows into Salesforce, reducing data entry requirements and teams can to quickly and easily brand and customize Smart Room templates for each account and unlock and share content with customers and prospects at precisely the right moments along the buying journey. Customers can collaborate with each other and share within their buying teams by inviting colleagues. This results in deeper account relationships as well as up-sell and cross-sell opportunities. The account team can better determine how effective content and messages are by tracking engagement levels.
Here is a video introducing the Smart Room solution from Journey Sales:
If you would like help evaluating Smart Rooms and collaborative solutions for marketing and sales, please contact us.