5 India Tech Sales Hiring Trend for 2021

I’ve been interviewing dozens of tech sales guys in Indian sub-continent. Primarily in Delhi, Mumbai, Bengaluru and Chennai belt. I help tech sellers find right roles and transition to winning plays over next 3-4 years.

Here are few key observations:

  1. If you selling Infra to Enterprise, MSME, SMB segments you should seriously consider moving to Public Cloud bandwagon
  2. If you are with traditional asset companies – Datacenter Services and Network Services – such as SIFY Technologies, guard your patch with more compelling value proposals.
  3. if you are with Public Cloud services companies (born in the cloud) such as BlazeClan, Sysfore, Crayon, Umbrella Infocare, Rapyder, SourceFuse, Hanu – move up from selling migration and managed services to data and modernisation services.
  4. If you are in other OEM eco-system such as Security (Checkpoint),     

Sales hiring trends for 2021 may not be as clear as in previous years. Even with a vaccine starting to be distributed, we are still a year away from moving on from the pandemic. It will continue to impact tech sales industry for the bulk of the year, affecting hiring trends.

I have met sellers who are still hitting quotas while others are still sulking. I can understand. We sellers are used to travel, networking with buyers & partners and want to play aggressive in hitting our goals. It feeds into our energy.

I have some good news. 

It’s not bleaky out there. Companies are placing bets and hiring in 2021.

If you play your game well, you can bet on the winning horse (company), trend and set yourself for a wining lap of 3-4 years. let’s look at some scenarios.

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InsideSales

Can Inside Sales slog less and get results?

Having worked with 1000+ inside sales people, sales hunters and outbound reps we have discovered one thing. They spend 70% of the time researching accounts, sorting data and only 30% ‘meaningfully’ engaging buyers.

Here are some comments from inside sales team members, marketing heads and senior sales leaders from companies of various shapes or sizes:

  1. I spend way too much time in researching my target account, buyers, spot signals and craft messages that evoke a response. How I wish I had tool that can help me automate this so that I focus on engaging clients” – Inside Sales team member of a $100M Tech System Integration firm.
  2. “I pay inside sales teams and sales hunters to secure meetings and bring qualified leads. I have provided them with so many resources. Yet they fail.” – Enterprise Sales Leader of a fortune 2000 company.
  3. “I can only afford 3 people in inside sales. I know how to engage clients but how can I transfer my wisdom to sellers so that they can prospect like me?” – CEO of a Outsourced Product Development firm.
  4. I have 25 people in my inside sales team. I spend close to $600K in marketing and in running outbound campaigns. I know I am in a red ocean business yet how can I elevate my sellers to pitch and engage clients differently?” – Marketing Head of a $100M System Integrator.
  5. I bought a database from Zoominfo, invested in Gartner Sales Accelerator and have Hubspot Sales Professional. After investing $35,000, have come to realise that spending money does not equal generating qualified opportunities”. – CEO of a $3M Cloud Services firm.

What’s the common narrative in all these 5 cases?

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Events

How Can TechCEOs Capitalise On Events To Drive Leads?

B2B Events should be part of any TechCEOs demand generation strategy. We recommend atleast 2 events any growing firm should participate to connect and engage with B2B buyers. Key reason why you should do this is that events are a place where a large number of B2B decision makers show to check what’s out there, learn and update their knowledge.

 

What’s more important, no other form of marketing activities gives such a large opportunity to present the brand, its values and establish a real face to face relationship with potential buyers. World-class marketers confirm this thesis. In 2019, most of the respondents (68%) indicated in-person events as a most successful tactic for generating qualified leads for the top of the funnel.

 

While most TechCEOs do participate in events, not many know how to make them work in their favor.

 

If you do not know why you are at an event and have a well defined process to drive value then you are wasting both your time and money. True value is generated days before and beyond the day of the event.

 

Case study of A Leading GTM Software Company

GTKonnect, a leading provider of Global Trade Management solutions based out of the USA wanted to improve their presence and create brand awareness in the GTM community. Though the company was present in GTM events year after year, they never made and impact with powerful marketing initiatives.

We worked with the GTKonnect management to re-position the company, develop a new brand message and target a launch at few select events.

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