Appendix State of Sales 39 Sales Teams Shift to Match the New Customer Mindset Ranked Reasons Why Meeting Customer Expectations Is a Top Challenge for Sales Teams by Performance and Business Type* High Performers Moderate Performers Underperformers B2B2C B2C B2B 1 Customer needs have 1 1 1 1 1 1 grown more sophisticated 2 Customer motivations have 3 3 4 4 2 7 shifted from price to value 3 Customers have become more experienced 6 2 6 3 8 6 with competitive, disciplined bidding 4 Customers expect the same level of service 7 4 2 7 4 3 every time we interact with them 5 Customers expect us to be available 24/7 1 6 10 2 6 9 6 Customers expect us to be a trusted advisor 8 4 5 9 7 2 7 Customers want a more 5 7 8 6 3 10 personalized experience 8 Customers expect a consistent 3 9 9 5 5 8 experience across every channel 9 Customers are less loyal because they’re 9 8 3 8 9 5 wary of being locked into a vendor 10 Customers expect interactions 9 9 7 10 10 4 to happen in real time 11 Customers expect to be able to interact 11 11 11 11 11 11 with us via their mobile device * Data reported is out of a base of respondents who selected “Meeting Customer Expectations” Salesforce Research as the top overarching challenge in their sales process.