The Technology Of Sales Prospecting Is Changing In 2019

Guest post from Don Matejko, Chief Revenue Officer at Showpad


A company’s ability to effectively prospect for sales goes a long way toward determining whether that company will fail, survive or thrive. In 2019, several issues present huge challenges for sales prospecting:

· The old communication standby, email, gets poor results because of overuse and misuse. It’s exceedingly difficult to get your prospecting emails through the prospect’s spam filter, let alone get the prospect’s attention and prompt a response.

· Crafting a solid prospecting message has become much more complex. Today, factors such as a company’s social media profile and community activity may influence some buyers as much as price, quality and service.

· Time is more valuable than ever, and for many firms, sales prospecting is labor intensive. CRM platforms have a reputation for making sellers feel like data-entering drones — but sales prospecting without one is just as labor intensive, as well as less disciplined, less uniform, and much harder to manage.


Fortunately, there is good news for small business owners and sales professionals. The technology of sales prospecting is changing in 2019, and it is changing for the better.

Over the past few years, there’s been a lot of hype around sales enablement and 2019, the technology supporting the space have come into their own. Using sales enablement platforms, the sales team can spend more time selling and less time getting ready to sell. This is a big advantage when you do the math: If eight salespeople gain only an hour a week in selling time, that’s a gain of an entire day of selling every week.


In 2019, sales enablement platforms and other sales automation tools are also making greater use of artificial intelligence and predictive analysis to provide granular, accurate and useful information for sales prospecting. In the past, sales prospectors have been forced to rely on the opposite — generalized and incomplete data that causes their sales communication to be off the mark. With better insights about prospect behavior, sales teams can craft messages that hit the right notes and prompt a positive response.


Some sales enablement platforms are taking content management to new levels in 2019, helping prospectors deliver more powerful, fully customized presentations in the field, on the phone or online — but without spending hours of time creating them. Content management systems put all types of sales support information — brochures, video, infographics, slide presentations, etc. — in a platform that sales representatives can access at a moment’s notice, enabling them to take full advantage of planned and unplanned sales opportunities. Sales representatives can easily customize their content, using the sales enablement platform’s stored data on the prospect and/or the prospect’s industry, to maximize the relevance and persuasive power of their presentations.


You don’t have to be a big organization to take big advantage of 2019’s sales technology. While the technology behind sales enablement is sophisticated, using the platforms has become quite intuitive. For sales managers, platform interfaces are similarly easy to use, and are exceedingly helpful in providing a clear picture of a firm’s overall and individual prospecting performance.


Author bio: Don Matejko is Chief Revenue Officer at Showpad, the leading sales enablement platform for the modern seller. Showpad’s all-in-one platform empowers sales and marketing teams to engage buyers by integrating industry-leading training and coaching software with innovative content solutions. Matejko is responsible for scaling up Showpad’s revenue growth worldwide. His extensive SaaS experience includes building high-performance global sales teams and transforming companies such as SAP Hybris and Adobe into high-growth market leaders.

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