It is clear that new digital technologies are transforming sales models. However, especially in the B2B sector, it often happens that the company acquires digital tools and then these are underused.

That is, despite there being a willingness to digitalise, often workers are left behind when attempts are made to implement rapid changes in the way of working or organising.

Acquisition vs. Adoption

For digital tools to truly serve to expand the company's benefits, it is not enough to acquire digital tools. We must aspire to a state of digital adoption.

As we have discussed previously in the blog, digital adoption refers to a state in which a company's digital tools and assets are exploited to its full potential. That is, it is a process not only of acquiring solutions, but of acceptance, integration and real use of new technologies.

It is important that companies opt for an effective digital adoption process, as underused digital tools are a great expense for the company and directly impact on team productivity.

IT Department: a vital player

For the company to meet this objective, it must rely on an essential player for change: the IT department.

The IT department is responsible for a company's technological tools. Therefore, it faces the daily challenge of:

• Keeping tools up to date
• Unifying processes and information systems
• Eliminating or modifying those solutions that prove inefficient

And we cannot forget something very important for the company:

• Ensuring that digital solutionshave the lowest possible cost impact on internal user support

In this regard, it is worth remembering that the most efficient and cost-effective for the organisation will always be tools that are intuitive and that all users can start using without the need for extensive support.

The IT department must ensure that the company's technological decisions comply with this. It is therefore essential to procure the digital adoption of all departments.

So, we might ask ourselves: How can we help the IT department face these challenges in the best way?

Integrated digital solutions for good adoption

The key lies in opting for the acquisition of digital tools with integration capability. That is, for IT to help improve sales, we need an omnichannel platform that can integrate seamlessly with the CRM and ERP that the company already has.

In this way we can foster good collaboration between IT, Marketing and Sales (and, if there is one, the Digital Transformation department).

This will allow the IT department to deploy and maintain digital solutions effectively and will directly impact on an improvement in sales.