For many, digital transformation seems like a traditional business project that has a beginning, middle and end. In reality, digital transformation is an ongoing process that should evolve and scale with the business and include multiple departments. In most companies, digital transformation in all areas of the business doesn’t come easily nor does it happen overnight. For the transformation to be successful, business leaders need to be conscious of properly defining, managing and communicating the objectives.

When a company is looking to implement digital transformation, most turn to the IT department to help lead the way. While this is understandable given the technology implications, companies should not overlook their sales teams when it comes to a project like this. Salespeople have the skills to lead and can help their companies implement transformative technologies that result in improved financial performance, and better employee and customer experiences. Let’s take a look at some reasons why your company’s sales team should help drive your digital transformation.

Salespeople thrive on digital disruption

The sales industry has changed dramatically over the years. Being a salesperson in 2021 is very different than being a salesperson in 1990. Not only have buyers changed but so have salespeople. Sales used to consist of cold-calling prospects, selling door-to-door and attending in-person meetings. Two decades ago, world-class sales organizations were built around scheduling in-person meetings and hosting dinners. Today, the best teams rely on technology.

As new generations have entered the sales industry, they’ve driven the need for and adoption of the technology we use today. For more seasoned reps, there was a bit of a learning curve. From using customer relationship management (CRMs) to streamline the sales cycle to sales coaching platforms to help better connect sales reps with their managers, salespeople have embraced these new key processes, and that has undoubtedly changed the way they sell.

Salespeople understand the customer journey

An effective sales process should be clearly defined, replicable, measurable, adaptable, and most importantly, customer-centric. Buyers are more empowered and informed than ever before with access to many options. So, when a salesperson first makes contact with a prospect, generally, they have done their research. Salespeople know and are familiar with the pain points the customer experiences with their existing solution. From there, sales teams communicate with prospects multiple times, conduct demos, close the deal and continue to reach out with upsell opportunities, requests for feedback and more.

Salespeople are well-versed in the customer journey, and they establish touchpoints with customers throughout their relationship with the organization. All in all, a digital transformation for a company results in fundamental changes in how a business operates and therefore, the value delivered to customers. For an organization to build a relevant product roadmap, it is critical that they understand their customers’ needs.

Salespeople know the company

In sales, you are not only selling your product, you’re also selling your brand. You’re even selling your team’s expertise—your product team to help change features and your customer service team to reassure prospects that someone will be available to support them. It’s not uncommon for salespeople to handle the product demos, which only emphasizes their importance in the decision-making process.

Salespeople understand the company’s strengths, weaknesses and how it operates every day. They have an overarching view of the business and can also define the details. With this knowledge, sales teams can be instrumental in helping to lead and execute a digital transformation strategy that requires experience in both business development and technology. Companies are making a mistake by not including sales teams in this transformative process.

The sales industry has changed tremendously over the years, and salespeople have not only adapted to those changes but took them head-on. This creativity and adjustment to change should make them the top choice in leading a digital transformation. You’ll see the immediate impact they have on the company’s communication strategy, customer experience and overall company culture.