Video: 10 Minute IT Jams - Who is Seismic?

The world of business-to-business (B2B) sales is evolving fast. One of those leading the charge is Max Verma, Senior Director of Sales Engineering at Seismic, a sales and marketing enablement software platform helping companies optimise customer experience through data, automation and guided selling.

In a recent interview, Verma explained how the pandemic has left a lasting impact on B2B sales in Australia, New Zealand, and beyond. "In the past year organisations have been focusing on building the right infrastructure for effective remote working, hybrid workplaces, but this is no longer enough to drive long-term success and sustained growth," he said.

Verma pointed to a McKinsey study showing that a massive 70% of client interactions in the post-Covid world will remain virtual, even as in-person meetings return. "The focus now needs to move from just enabling Zoom or web meetings to how we upskill the workforce to effectively conduct engagements virtually with clients in the long term," he added.

This shift raises critical questions for sales organisations. "How do sales reps increase eminence and nurture relationships on social media? How do you use digital tools to share insights, collaborate and co-create with your clients?" Verma questioned. For him, the answer is clear: digital proficiency is no longer temporary but a permanent core skill for the modern workforce.

Data is also taking centre stage in the future of B2B sales. "The future of sales is going to be increasingly data-driven," Verma explained. "It's about understanding customer engagement behaviours and turning that data into actionable insights to deliver a better client experience."

He described a scenario in which salespeople benefit from real-time alerts and analytics, tracking exactly which pages of digital content interest clients and when they engage. "This helps sellers know what's resonating with their clients, so they can tailor the next conversation and know when's the right time to follow up," he said. Such insights enable sales reps to engage more meaningfully and drive deeper relationships, standing out in a crowded market.

The rise of virtual engagement has changed the very fabric of selling. "Now, in the past people met face to face and you could see the body language and expressions and you could act accordingly. And yes, now there are Zoom or Webex meetings, but what happens in between these virtual meetings and what's going to get you to the next meeting - that is the big question," Verma said. He stressed that knowing how to capture digital cues and 'intent signals' from clients has become crucial.

Verma believes technology is the key enabler, pushing sales professionals to innovate in customer experience, efficiency, and business agility. "The future of sales is technology enabled. This means innovating to optimise customer experience, help sales teams be more effective and efficient, and innovating for greater business agility, which is vital in the next normal," he said.

Central to this transformation is the "as-a-service" mindset - leveraging cloud-based solutions to remain responsive and adaptable. "We need to move into a software as a service, platform as a service mindset, enabled by public or hybrid clouds so that your business can adapt and respond quickly to fast changing market conditions," he added.

Seismic, according to Verma, aims to deliver this edge to its customers, focusing on the client experience and operational efficiency. "There's a widespread perception that you can't drive growth initiatives while trying to lower costs and operational overheads. Seismic has a different point of view. We believe it's possible with better technology to deliver better client experiences at a lower cost and realise value quickly," he said.

Verma detailed several ways in which Seismic helps drive efficiency, starting with predictive content intelligence. "The Seismic predictive engine recommends the most relevant proven client-facing content for sellers at each opportunity stage," he said. The tool uses artificial intelligence and machine learning to analyse patterns and help sales teams identify new business opportunities.

The platform also enables content automation and personalisation at scale. "We provide sellers the ability to self-serve, so they can customise perfectly formatted content in minutes, increasing sales efficiency and personalising the customer experience," Verma explained. According to a study commissioned by Seismic, this saves sales reps an average of 30 hours each month searching for and customising content - time that can instead be spent selling.

Seismic's integration with common business software is another hallmark. "Think of Seismic as the missing piece that completes your virtual selling jigsaw puzzle," Verma said. The software links seamlessly with customer relationship management systems like Salesforce and Dynamics, email clients, collaboration software such as Microsoft Teams, and content repositories. "Seismic brings guided selling tips, powerful content search and customer engagement insights to these applications that sellers live and breathe in, increasing the adoption of these applications," he added.

The results, said Verma, speak for themselves. Getty Images saw revenue grow by over $200,000 in just one quarter after adopting the platform. GE Power Services consolidated six different content repositories into Seismic, leading to $32.3 million in sales pipeline in two quarters. Blackboard, a not-for-profit software firm, reduced its deal cycle by 8%. SBSB, a boutique wealth management firm, achieved a 50% increase in new client acquisition, while Manulife improved relationship manager efficiency.

Verma also cited the example of SAP, which has generated over €2 billion in pipeline attributed to Seismic's social selling tools since 2016. "I could go on for the day, but hopefully this gives everyone an idea how you can unlock value from Seismic as a sales enablement solution," he said.

Looking ahead, Verma is bullish about Seismic's growth in Australia, New Zealand, and the broader Asia-Pacific region. "We have built significant business momentum in Australia and New Zealand over the past couple of years," he revealed. The company now serves diverse industries from technology and telecommunications to energy and financial services, and has expanded its team to deliver end-to-end support.

Strategic partnerships with major technology companies and digital transformation consultancies have also fuelled this growth. For Verma, the pandemic has accelerated the digitisation of business and created a huge opportunity. "We are excited with that about our growth in this region and the huge opportunity to be a trusted partner to these organisations who are going through the sales transformation journey," he said.