One of the topics of most interest to sales managers and marketers is what the future holds for sales and marketing over the next decade. Just imagine: the year 2050 is closer than the year 1980, and we know how much sales technology has changed from 1980 until today. The tools of yesterday's salesperson included beepers, fax machines, PalmPilots, spreadsheets, and a heavy dose of cold calling. Today, a modern salesperson’s toolbox includes a smartphone, laptop, tablet, and sophisticated marketing automation and CRM tools.
You would think that with all this technology at the tips of salespeople's fingers that they would be more productive and close sales at an even faster rate. However, this isn’t the case, because while the tools have become more sophisticated, power and leverage in the B2B buying cycle has shifted from the seller to the buyer. How did this happen? Well, it’s pretty simple to explain: the Internet.