of fast-growing B2B companies consider analytics effective for sales planning, compared with 50% of slow-growing companies
McKinsey · 2021 ↗02 · Sales Excellence
An impartial perspective to challenge new results.
For PPE-sector businesses seeking an external contribution that challenges assumptions and develops sales potential. Aptus connects direction, the sales system, execution and the team — respecting existing knowledge.
Talk to Aptus02
Sales experience, independence and sector knowledge to turn analysis into business capability.
Sales evidence
Data for decisions. Training for application.
Decision-useful information and training tied to real needs are two capabilities worth assessing in the sales system.
likelihood of achieving commercial results from training among fast-growing companies compared with slow-growing companies in a McKinsey survey
McKinsey · 2019 ↗Global surveys: 2,500 B2B companies (2021) and around 1,200 sales professionals (2019). These are associations, not proof of causality; +80% refers to likelihood, not increased sales. They are not promises of Aptus results.
Sales productivity
When selling time is limited, the whole system matters.
McKinsey reports that non-selling activities consume around two-thirds of the average sales team’s time. This does not mean all that time is wasted: priorities, processes and tools should free attention for the right opportunities.
Source: McKinsey — How top performers outpace peers in sales productivity. Source
Four pillars
Sales excellence is built in layers.
The starting point depends on the issue identified; an engagement does not assume that every pillar must be redesigned.
Commercial Direction
Segments, value proposition and market priorities.
Sales System
Customer path, process, pipeline, CRM and forecasting.
Execution Management
Indicators, routines, meetings and sales leadership.
Team Capability
Method, behaviour and training linked to change.
What can remain
A way of selling that relies less on individual memory.
Depending on scope, the business may gain an explicit process, management routines, tools, indicators, a more capable team and better visibility of pipeline and execution.
Training is designed around identified gaps and the agreed method. It does not include accompanying salespeople in the field.
Applied sales training
A comprehensive sales engagement or training alone.
Training addresses sales situations relevant to the PPE market: understanding needs, communicating value, developing opportunities and using the agreed method and tools. It can be a focused engagement or part of wider sales-system development.
You can choose sales training alone or a comprehensive engagement across the sales department. Content, participants and scope are agreed with the company.
Talk to Aptus
Talk about Sales Excellence
Let us discuss the sales system you already have and what you want to make more consistent.
The first step is to understand your context and objective. We then consider whether working together makes sense and agree on a possible next step.