• by Jack Loechner , Staff Writer @mp_research, November 27, 2015

According to a new survey from Forbes Insights and Brainshark , 81% of US executives surveyed say that the No.1 characteristic of high-performing sales team members is the ability to sell value rather than price.

 Many organizations are moving to implement more marketing technology in their stack, especially sales enablement tools, says the report. But the research finds that tech adoption is a relatively small part of being a high-performing salesperson.

Nearly three-quarters of respondents said good salespeople are consistent with their execution. By contrast, leveraging marketing and sales content assets was key according to just 26% of respondents, and less than a quarter of respondents said adoption of technology was important.

 The executives surveyed reported making significant investments in technologies to help their sales staff do better. More than half of respondents said they were spending on analytics and CRM to improve sales productivity, and sales enablement technologies, which includes any solutions that provide integrated content, training or coaching services to representatives and managers.

Sales professionals worldwide are evaluating and purchasing different types of sales tools to drive productivity. Although fewer respondents said they would be evaluating and purchasing sales enablement software compared to last year, evaluation or purchase of sales tools like a sales engagement platform, business data software, and digital transaction services will increase in 2015, concludes the report.

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