According to the latest survey, online negotiation tools were the most popular, at 34.5%, followed by CRM/SFA https://slimtime.co.jp/ and other customer management and sales support tools, at 34.1%, cloud phone and phone apps, at 27.9%, and finally marketing automation (MA) tools, at 21.0%. The results show that one out of every three to five companies has implemented each of these.
Here, we analyzed the most commonly introduced "online negotiation tools" by dividing them into four attributes: sales and marketing departments and administrative departments of large and small companies (*2). As a result, 52.1% of the sales departments of large companies and more than half of the sales departments of small and medium-sized companies have introduced "online negotiation tools," while 19.9% of the sales departments of small and medium-sized companies have introduced such tools, a large difference of more than 30 ppt.
The reasons for the low adoption of digital tools differ greatly between SMEs and large companies.
Online negotiation tools
Small and medium-sized companies: Lack of human resources skilled in digital applications / Not knowing which tools are best
Large companies: Lack of understanding among front-line employees and lack of awareness of the need for such tools
Cloud phone and phone application
Small and medium-sized enterprises (SMEs): Lack of human resources skilled in digital applications / Not knowing which tools are best
Large companies: Lack of understanding among front-line employees and lack of awareness of the need for such tools
Customer management and sales support tools such as CRM/SFA
Small and medium-sized companies: Lack of human resources skilled in digital applications / Lack of confidence in correctly understanding the effects of DX and persuading them
Large companies: Because they are comfortable with their existing systems and business processes
Marketing automation (MA) tools
Small and medium-sized enterprises (SMEs): Because they cannot raise the cost and budget / It takes time to prepare for the approval process
Large companies: Because they do not have a clear vision after implementing the tools
Small and medium-sized enterprises (SMEs) answered that they lacked human resources skilled in digital applications, while large enterprises (LSEs) answered that they did not feel the need to introduce such tools because their front-line staff did not want to use them. As for "CRM/SFA tools" and "marketing automation (MA) tools," small and medium-sized enterprises (SMEs) feel the "importance" of these tools, but lack the "sense of budget" and "human resources skilled in the use of digital technology," which explains why they have not yet introduced them.
Will the gap between SMEs and large corporations widen in the future, when digitalization is inevitable?
I would like to introduce a digital sales tool with usability that is easy to implement even for small and medium-sized companies.
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