There is an imbalance between the state of digital marketing and digital sales. Proportionally, the marketing stack is bigger and better, and marketing teams are more savvy. Digital marketing got a head start, but sales is catching up. For sales leaders, this presents an opportunity to introduce the same sort of digital innovations we have seen develop in marketing over the past 5 years. It also means many sales organisations are being left behind as they cling to traditional ways of selling, just as marketers stuck to traditional forms of marketing until they were forced to move. Digital selling involves the use of data, sales automation, an inbound sales process and inside (a.k.a. remote selling) as part of the mix.
