Companies have siloed data developed by different departments within the organisation. This is just unnecessary duplication of data and replication of work. The entire organisation can benefit by integrating all databases into one and sharing data as required across the organisation.
By leveraging the combined, consolidated data and analytics Organisation can execute their market strategies better, faster and in a more focused way.
This is especially true in the field of acquiring sales talent. Today there is a high a very high level of attrition in the sales team manpower and for many companies sales talent acquisition, and training are constantly being done on an ongoing basis because of the high turnover.
Systems for acquiring and retaining sales talent are often developed in-house but companies are using ready-made software offered by various vendors to get this done faster.
- HR systems (HRMS) streamline employee records, applicant talent systems organises job applications, schedule interviews, coordinate with applicants and onboard them quickly.
- Learning Management Systems (LMS) delivers focused training to the recruits.
- Sales performance management systems (SPM) help track and evaluate sales performance.
- Customer relationship management systems (CRM) facilitate communication with customers.
Organisations need to integrate all these systems to optimise their use to get the required talent, onboard them quickly, give them the required skills and monitor their performance. This integration is done through a talent hub system. The hib integrates all digital assets (data, technology, programs, intelligence systems) that deliver critical insights across the talent management systems. Each system shares the required data through the hub in real time.
The sales system has rich data and metrics to measure the opportunities, the sales interactions and the results arising from these efforts. It helps create actionable insights to improve and quicken the talent acquisition process for quick decisions and progress.
Digital talent hub
Even though the different systems work well in isolation, organisations can benefit from integrating them fully with one another so that the system as a whole responds to the changes required dynamically.
Create better development plans for the field force.
By analysing the data from SPM systems, CRM systems and HRMS systems the digital hub can recommend the training required for the field force and the LMS can quickly get to implement them.
Direct attention to what is most important.
The digital hub enables smooth coordination between these independent systems to focus on key priorities. They help send timely triggers, warnings or messages to help the field force to take timely action to ensure that the sale is not lost. It can help ensure that the field force is not bombarded with multiple messages from different sources but that they get the messages in a smooth coordinated way ensuring timely support to the field force.
Implement onboarding quickly in an integrated manner.
Constantly evolving job requirements put tremendous pressure on recruitment, training, developing, coaching and managing sales talent. LMS can constantly evaluate the changing requirements and recommend courses that field force members can take during their free time to upskill themselves to become competent in the new requirements. This can be done quickly when the SPM systems continuously share the information with the LMS systems and action can be initiated quickly to ensure that the field force can meet the new expectations from the marketplace.
Assist in rationalising the field force.
When organisations need to rationalise their workforce due to economic compulsions, they would have a wealth of data to help them choose the right manpower to retain and the persons they should let go. this would be based on real-time data and not on any personal bias or recommendations of the team leader or the manager. this would also be perceived as a fair process ensuring the trust of the employees in the process followed due to compelling circumstances.
the capabilities of the talent hub would grow over time. An integrated system would ensure the optimum use of the resources available and also ensure they are optimised and ready for any changed market circumstance. this would make the organisation more agile and aligned with business strategy.
A Digital Talent Hub Can Make Your Sales Team More Agile
by Prabhakant Sinha, Arun Shastri, and Sally E. Lorimer
HBR 2023/02
R2G 