IT Brief Australia logo
Technology news for Australia's largest enterprises
Story image

Report - the role of CRM for revenue and sales teams in 2022

By Catherine Knowles
Fri 18 Feb 2022

Nearly half (46%) of revenue teams aren’t returning to the office according to the findings from a Groove study titled ‘Return to Work and the Modern Seller: 2022 B2B Sales Trends’.

Based on an industry survey, the report reveals new insights into how sales organisations are equipping the modern seller to be successful in remote and hybrid-selling environments.

The survey gathered responses from more than 1,000 B2B revenue professionals at companies during a one-month period concluding in January 2022.

Two years into the pandemic, 91% of respondents report that their workforce hasn’t fully returned to the office and 46% report that their companies aren’t ever planning a full return.

The findings signal a more permanent shift in B2B sales that relies more heavily on remote and hybrid sales teams. In fact: 

  • 91% report that employees haven't fully returned to the office
  • 46% of companies are not planning a full return to the office
  • 51% are concerned that the Omicron variant will delay return-to-office plans
  • 33% of enterprise sales teams are currently hybrid vs 22% pre-pandemic

Tenable senior director global marketing operations and technology Matt Mullin says, “When the pandemic shuttered our offices, we quickly realised the importance of seamlessly transitioning our reps to remote work without losing productivity or focus.

"By enabling our teams to easily collaborate cross-functionally in a remote environment, we boosted productivity by 30% and generated millions of dollars in efficiency gains.”

The survey also finds that more than half of field sellers are back on the road visiting customers, but they continue to face challenges with critical sales activities like preparing for meetings, scheduling follow-ups, and keeping their CRM up to date. The survey finds that:

  • 53% of enterprise field sales teams are back on the road visiting customers
  • Field reps cite updating CRM platforms (48%), inputting account notes (46%), and scheduling follow-up meetings (45%) as top challenges

Groove CEO Chris Rothstein says, “Now that most reps are working in a hybrid role permanently, revenue teams need to focus on maximising the value of their CRM.

"Extending the power of CRM to remote teams makes them productive and effective while also providing leaders with the visibility and insight needed to manage them effectively.”

The shift to remote work is driving companies to increase their investment in sales and revenue technologies like CRM, sales engagement, and data enrichment platforms to meet their revenue goals. The survey finds:

  • CRM (52%), sales engagement platforms (50%), and data sources (44%) are top targets for increased 2022 budgets
  • More than 90% of companies are either increasing and maintaining sales tech budgets in 2022
  • Growing revenue (73%), hiring talent (57%), and expanding existing business (56%) are top revenue initiatives for 2022

Gartner analysts echo the above findings, stating that, “After protecting technology budgets in 2021, CSOs continue to prioritise tech investments moving in 2022. CSOs plan to increase investment in sales technology, prioritising pipeline generation, CRM data, and training and coaching use cases.”

Related stories
Top stories
Story image
Marmalade
Exclusive: Marmalade empowers businesses to take control of their cash flow
Marmalade has been making waves in the invoicing space across Australia with its world-first invoice payments platform.
Story image
Digital Transformation
Common challenges in the evolving digital world, and how to overcome them
Five technology challenges that will help highlight potential pain points and suggest how to circumvent or overcome them on the path to a smooth digital transformation.
Story image
ExtraHop
Organisations exposing highly sensitive protocols to public internet
More than 60% of organisations expose remote control protocol SSH to the public internet, while 36% of organisations expose the insecure FTP protocol.
Story image
SaaS
Exclusive: The Access Group shares the benefits of embracing SaaS
In today's rapidly changing working environments, efficiency and productivity are surefire ways to create business growth and success.
Story image
Microsoft
Microsoft, NSW partnership to accelerate digital transformation
The renewed partnership is designed to maximise the value of Microsoft solutions to various NSW Government agencies.
Story image
Application Performance Monitoring / APM
New Relic integrates offering with Atlassian’s Jira Software
New Relic has integrated errors inbox with Jira Software to allow developers to easily access and set up complete stack error tracking and software performance monitoring from within the tool.
Story image
Infrastructure
IBM expands Power10 server line for business modernisation
IBM has recently announced a significant expansion of its Power10 server line with the introduction of mid-range and scale-out systems.
Story image
Charity
SnapLogic teams up with meetmagic for charity and children
SnapLogic has announced its partnership with meetmagic, an online Australian platform that combines business and philanthropy.
Story image
Digital Transformation
Dear boardroom, please don’t put digital transformation back in the box
Australian companies are years ahead of where they would have been – a position that the country is poised to take advantage of to do great things. And one that it risks losing.
Story image
First Nations
Google.org and INCO's $750,000 First Nations digitisation fund
INCO has launched its First Australians Digitisation Fund, with support from Google.org, to help organisations using tech to achieve better outcomes for First Nations communities.
Story image
Data analytics
Data analytics a struggle for A/NZ healthcare organisations
A study by InterSystems has found that most Australian and New Zealand healthcare organisations struggle to use data analytics to support their business objectives.
Story image
Gigabit
Keysight Technologies and Nokia’s public test of 800GE success
Keysight and Nokia have successfully demonstrated the first public 800GE test, validating the readiness of next-generation optics for service providers and network operators.
Story image
SaaS
AvePoint rebrands SaaS learning product to MaivenPoint
"Our mission with MaivenPoint is to make your learning experience limitless and inspire everyone to achieve their aspirations."
Story image
Indusface
Why enhancing bot protection for web and API endpoints matters
The trouble with bots is that they aren’t all bad. Unfortunately, this can make it challenging to detect malicious bots that find their way into your system and threaten your business.
Story image
Data Protection
VMware introduces advanced workload protection for AWS
VMware Carbon Black Workload for AWS delivers comprehensive visibility and security across on-premises and cloud environments for AWS customers.
Wiise
Discover why a localised cloud ERP is the way to go for Australian businesses.
Link image
Story image
Malware
Avast One extends protection with Online Safety Score
Avast One has extended its cross-platform support by adding its Online Safety Score feature to both the Mac and iOS platforms of Avast One.
Story image
Enterprise Resource Planning / ERP
Exclusive: SYSPRO on how ERP plays a role in Australia's manufacturing investment plan
While there is a significant drive for change, it's really down to execution, and businesses need to be prepared to find the right strategies for them to make full use of the government support.
Story image
Developers
Snyk announces plans to expand partner network in APJ
Recognising that partnerships are critical for growth, Snyk is building an entire partner ecosystem that will drive its expansion across APJ.
Story image
Cybersecurity
Palo Alto Networks responds to rise in threats with MDR service
Unit 42 Managed Detection and Response is a new service that can offer continuous 24/7 threat detection, investigation and response.
Story image
Digital Transformation
Adobe and FC Bayern collaborate on a multi-year partnership
Adobe is embarking on a multi-year partnership with FC Bayern, using its enterprise solutions to carry out the club’s digital transformation.
Story image
Healthcare
Why the Metaverse could be the key to enhancing the healthcare sector
The experts at Accenture understand that the programmable world is about building the next version of the physical world in healthcare, understanding complex layers in order to fully utilise technology to its maximum effect.
Story image
Digitalisation
Aus Steel selects SYSPRO Cloud ERP in digitalisation journey
Aus Steel has selected global ERP specialist SYSPRO to help the company drive efficiencies in its build process and improve the scheduling of its precision engineered frames.
Story image
APAC
Automation to take over 63 million jobs in APAC by 2040 - report
Forrester forecasts that working populations in the five largest economies in APAC are more at risk of physical robot automation than in Europe and North America.
Story image
Hybrid Cloud
The essential guide to digital transformation by SolarWinds
Digital transformation is a buzzword thrown around all the time by companies, but what does it actually mean and why is it important? SolarWinds breaks it down.
AWS Marketplace
Learn how security orchestration, automation, and response (SOAR) enhances your security strategy.
Link image
Story image
Dark web
Beware the darkverse and its cyber-physical threats
A darkverse of criminality hidden from law enforcement could quickly evolve to fuel a new industry of metaverse-related cybercrime.
Story image
Transcribe
VIQ Solutions starts contract with Queensland Courts DJAG
VIQ Solutions has started providing transcription and recording services to Queensland Courts Department of Justice and Attorney General.
Story image
Artificial Intelligence
Exclusive: NZ-based DEFEND offers global cyber protection
DEFEND supports customers in 66 countries across the globe with a relentless focus on ensuring that every dollar spent on security provides a meaningful return on investment and reduces cyber risk.
Story image
ACCC
Telstra to address 5G competition concerns by ACCC
The Australian Competition and Consumer Commission has accepted a court-enforceable undertaking from Telstra to address competition concerns with Optus.
Story image
Red Hat
Red Hat announces 2022 awards winners for A/NZ region
Red Hat recently acknowledged Australia and New Zealand partners with its annual awards, highlighting partners across various categories.
Story image
Cybersecurity
Datacom research explores reality of zero trust in A/NZ
Zero trust is fast emerging as global best practice in cybersecurity and local leaders are on board, with 83% considering it essential to security.
Story image
Australian Spatial Analytics
Australian Spatial Analytics expands to Melbourne
The data services provider employing neurodiverse people experiences significant growth, gearing up for national expansion.
Story image
VMware
Latest VMware threat report reveals truth about deepfakes
"Cyber criminals have evolved. Their new goal is to use deepfake technology to compromise organisations and gain access to their environment."
Story image
Gartner Magic Quadrant
Gartner positions Commvault as Leader in 2022 Magic Quadrant
Gartner has named Commvault a Leader in its 2022 Gartner Magic Quadrant for Enterprise Backup and Recovery Software Solutions report.
Story image
Document Management
TrustRadius gives M-Files two document management awards
TrustRadius has recognised M-Files with both a 2022 Best Feature Set and a 2022 Best Relationship award in document management.
Story image
Compliance
Why security needs to shape your journey to the cloud
It's estimated that 80% of workloads could be in the cloud in the next few years. How can you make all that data secure?
Story image
Microsoft
Spectralink DECT devices now integrated with Microsoft Teams SIP Gateway
Spectralink DECT devices are now integrated with Microsoft Teams SIP Gateway to help create better results for business-critical frontline workers.
Story image
eCommerce
Online shoppers leaving cart because of high shipping costs - report
New research commissioned by HUBBED reveals 90% of online shoppers abandoned a cart due to high shipping costs, and 64% say the lack of security was a purchase deterrent.
AWS Marketplace
See how managed security services (MSS) have evolved to Managed Detection and Response (MDR) and Extended Detection and Response (XDR). Learn how these new holistic solutions can simplify security management and improve your threat detection and response.
Link image
Story image
Privileged Access Management / PAM
The importance of stopping identity sprawl for cybersecurity
The 2021 Data Breach Investigations Report (DBIR) shows that 61% of all breaches involve malicious actors gaining unauthorised, privileged access to data by using a compromised credential. Unfortunately, it is often too late when the misuse of a credential is detected.
Story image
Enterprise Resource Planning / ERP
Why the right ERP (and partner) is crucial to an innovative and successful business
Enterprise Resource Planning (ERP) is a foundational step to ensuring a robust business model; here's why choosing the right one could be vital to ensuring long-term success and innovative results.