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Results of the d!NK Sales Engagement Barometer


The Sales Engagement Barometer provides insight in the critical area of the B2B sales system: alignment of marketing initiatives with sales engagement processes. The questions are based on research recommendations from Sirius Decisions & Forrester Research.

This survey is addressed to sales managers and other business executives working with sales.

sales-engagement-survey-coverWhat did we learn?

The sales person is the most important person in a company: in the survey with managers in sales and marketing, 80 % of respondents indicated that face-to-face meetings are needed to close deals. Nevertheless, the sales people are on their own to support their customer meetings: 75 % indicate that they loose time adapting powerpoints. Sales and marketing share this concern, across large and small companies.

Sales person have to rely on notes and memory: only 15% makes the sales meeting report during the meeting. That’s why sales people in 85 % of companies loose time reporting rather than selling. Only a third of companies requires structured reports of sales calls. The rest manages the sales pipeline with informal reporting. In addition, sales people spend time to find the correct information. In 55% of SMEs there is no sales portal with sales support documentation.

Only half of the respondents in sales is satisfied with the quality of specific sales tools provided by marketing, such as sales arguments , competition analysis and case studies . Marketing perceives the quality of their work 40 % higher than colleagues in sales.

The survey also shows that marketing works in the dark when it comes to supporting the seller. Only one fourth collect feedback on the use and quality of material.



About Kenny Wyckmans

Kenny is Marketing manager at d!NK. He joined the company in its early days. Passionate about marketing & digital communication, Kenny keeps the pulse on d!NK’s market. He is in daily contact with d!NK’s customers and prospects to understand their sales interactions and detect opportunities for d!NK to improve the sales effectiveness. An entrepreneur at heart, Kenny founded his webdesign agency in 2006 while still at school.

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