The Great Sales Migration: Is Your Team Ready for the Future of Work?

The world of sales has undergone a dramatic transformation in recent years. Amid a global pandemic, economic upheaval, and rapid digitization, sales organizations have had to rethink long-held assumptions about how and where selling happens.

One of the biggest shifts has been the mass migration to remote work. Sellers accustomed to living on planes and taking clients out to dinner suddenly found themselves grounded, equipped with only a phone, computer, and Zoom account. At many companies, the initial shift to remote selling was viewed as a short-term necessity. But now, over two years in, a growing number of sales leaders are recognizing its potential as a long-term advantage.

As we look ahead to 2023 and beyond, the big question on everyone‘s minds is: will the remote sales revolution stick? Are reps eager to get back to business as usual, or have their preferences fundamentally changed? And what does it all mean for the future of sales organizations?

The Data: Sales Reps Speak Out on Remote Work

To find out how sales professionals are really feeling about remote work, we surveyed over 100 reps about their current and preferred work arrangements. The results paint a clear picture: the remote sales model is here to stay.

Current Sales Work Models

• 41% work primarily in-office
• 33% work fully remote
• 26% have a hybrid arrangement

Preferred Work Models for 2023

• 36% want to work fully remote
• 32% prefer a hybrid model
• 30% want to be in-office full-time

Not only do a majority of reps want to maintain some degree of remote work going forward, over a third (37%) say they would consider changing jobs if required to return to the office full-time.

These findings are consistent with broader workplace trends. A recent Gallup poll found that 91% of U.S. workers who worked at least some of their hours remotely during the pandemic hope to continue doing so. And a survey by Slack revealed that 72% of knowledge workers prefer a hybrid remote-office model.

The Benefits of Remote Sales

So why are so many sales reps reluctant to give up remote work? In short, they‘ve seen firsthand that it works. Here are some of the top benefits reps cite:

Productivity

Contrary to early concerns about remote work damaging productivity, most reps find they can be equally if not more effective selling from home. With no commute, fewer distractions, and greater control over their schedules, reps can devote more focused time to core selling activities.

In fact, a study by Aternity found that sales teams see some of the biggest productivity gains from remote work—an average increase of 49% compared to pre-pandemic levels.

Case in point: HubSpot shifted its global sales org to fully remote early in the pandemic. Despite initial fears of pipeline erosion, the team ended up having a record year, achieving 113% of quota in Q4 2020. "We‘ve actually seen an increase in productivity," HubSpot CRO Hunter Madeley told CNBC. "We‘ve really honed our remote work and our remote management."

Flexibility & Work-Life Balance

For many sellers, the ability to integrate work and life more seamlessly is a huge draw of remote work. No more missing family dinners to take a late prospect call, or sacrificing personal commitments for yet another business trip.

Reps with young children or aging parents particularly value the flexibility to design their workday around caregiving needs. "[Remote work] has given me so much time back with my family," shared one account executive in our survey. "I‘m able to take my kids to school, help with homework, and be present for the moments that matter."

Expanded Talent Pool

Remote work has also been a boon for sales organizations looking to expand their talent pool. With geography no longer a constraint, companies can recruit top performers from anywhere in the world. This is especially advantageous for start-ups and SMBs previously limited to a small local candidate market.

"We‘ve been able to attract a caliber of talent that we wouldn‘t have had access to before," noted the VP of Sales at a fast-growing SaaS company. "Our last few hires were based in cities where we don‘t have a physical office, but they were absolute rockstars we couldn‘t pass up."

The Risks & Challenges of Remote Sales

Of course, remote selling is not without its challenges. Here are some of the potential pitfalls sales leaders need to be mindful of:

Building Relationships & Trust

In industries where personal relationships are paramount, reps may worry that Zoom calls and virtual demos just don‘t cut it. It‘s hard to replicate the rapport that comes from an in-person interaction or client dinner.

"So much of sales is about building trust, and that‘s definitely harder to do remotely," acknowledged one account manager. "You have to be really intentional about creating those personal touchpoints and showing you care about the customer beyond the deal."

Onboarding & Training

Getting new reps ramped up quickly is always a challenge, but it‘s even tougher in a remote environment. Without the ability to shadow calls or get in-the-moment coaching, novice reps may struggle to find their footing.

"We‘ve had to completely rethink our onboarding program for remote reps," said a sales enablement leader at a large enterprise company. "We‘ve invested in a lot of new technology and put a big emphasis on structured training and role-playing. It‘s an ongoing process to make sure reps have the tools and support they need to succeed."

Culture & Collaboration

Perhaps the biggest concern for sales leaders is how to maintain a strong culture and sense of camaraderie with a distributed team. Spontaneous collaboration, team bonding, and the ‘energy of the sales floor‘ are much harder to replicate virtually.

"I do worry about the long-term impact on our culture," confessed one sales manager. "We‘ve worked really hard to create rituals and touchpoints to keep the team connected, but it‘s not quite the same. We‘re still figuring out that balance."

The Path Forward for Sales Organizations

So what does this all mean for the future of sales? While there is no one-size-fits-all answer, it‘s clear that remote and hybrid work are here to stay. Forrester predicts that 70% of companies will pivot to a "work-from-anywhere" model for sales and other roles.

The key for sales leaders is to be intentional about designing a work model that aligns with their unique business needs, culture, and employee preferences. Here are some steps to consider:

1. Survey your team: Don‘t make assumptions about what your reps want. Ask them directly about their preferred work arrangement and biggest pain points with remote selling. Use these insights to inform your go-forward plan.

2. Define clear policies: Set expectations around when and how often reps need to be in the office (if at all). Communicate your rationale and be open to feedback. Consistency is key to avoiding perceptions of unfairness.

3. Invest in enablement: Make sure your reps have the tools, resources, and training to excel in a remote environment. This may require updating your tech stack, revamping your onboarding program, or providing dedicated coaching on virtual selling skills.

4. Prioritize connection: Be purposeful about creating opportunities for reps to bond as a team, whether it‘s regular virtual happy hours, friendly competitions, or in-person retreats. Encourage leaders to check-in frequently with reps on a personal level.

5. Measure what matters: Ultimately, the success of your work model should be evaluated based on results. Track core metrics like productivity, win rates, employee engagement, and retention. If something isn‘t working, be willing to iterate and adapt.

The future of sales is still being written, but one thing is certain: the way we sell has fundamentally changed. Sales organizations that embrace this shift and are intentional about empowering reps to succeed in this new normal will be well-positioned to thrive in the years ahead. Is your team ready?