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Industrial Companies Slow to React to Rising Demand for Digital Sales, Accenture Report Finds

Nachrichtenquelle: Business Wire (engl.)
13.05.2021, 11:29  |  144   |   |   

Despite industrial customers’ increasing expectations for a digital purchasing experience, many industrial companies have been slow to deliver, with only about one in 14 of them (7%) planning to transform their digital sales capabilities within the next two years, according to a new report from Accenture (NYSE: ACN).

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210513005088/en/

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The new Accenture report “High-Voltage Digital Sales” notes that industrial companies do not plan to expand their digital sales capabilities in the next two years. (Photo: Business Wire)

The new Accenture report “High-Voltage Digital Sales” notes that industrial companies do not plan to expand their digital sales capabilities in the next two years. (Photo: Business Wire)

The report — titled “High-Voltage Digital Sales” and based on a survey of 500 executives in sales and marketing positions at industrial companies globally — estimates that by 2025 almost one-third (29%) of industrial sales will be conducted through digital channels, up from 21% today. It notes that while 96% of respondents generally see the need to transform their sales departments to offer their customers better digital purchasing experiences, they are slow to act.

“While the pandemic served as a digital wake-up call for most sectors, industrial companies seem to have missed the message,” said Thomas Rinn, who leads Accenture’s Industrial industry group globally. “Most of them understand the need to transform the way they sell machines, spare parts and services, but only a fraction of them are ready to do so. As a result, the vast majority of industrial firms are still far away from offering their clients the needed multi-channel sales experience with a focus on digital sales as we see in other industries.”

As part of its research, Accenture categorized the sales-maturity levels of respondent companies based on how they identified their performance across five capabilities that are key to digital sales: digital end-to-end customer engagement; proactive, customized recommendations; predictive, data-driven customer insights; automated, standardized sales processes; and collaborative front-office operations.

Based on these five capabilities, Accenture then divided the companies into three clusters according to digital sales maturity, calling those with the most advanced approach to creating digital customer journeys — accounting for 11% of respondent companies — the “Leaders”. Those with the least-mature digital sales capability, the “Laggards,” accounted for nearly half (48%) of respondents, with the “Strivers” comprising the rest.

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Industrial Companies Slow to React to Rising Demand for Digital Sales, Accenture Report Finds Despite industrial customers’ increasing expectations for a digital purchasing experience, many industrial companies have been slow to deliver, with only about one in 14 of them (7%) planning to transform their digital sales capabilities within the …

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