Every time I sit in on a webinar about sales, marketing, customer success, sales engagement, ABM, ABS, CDP, etc. there is the inevitable question at the end where the speaker is asked what apps s/he uses. And the expert will respond with a half-dozen or so applications. They might also say that these are not all the apps that make up their tech stacks. Because, there are separate tech stacks for marketing, sales, operations, customer support, customer success, sales engagement.

Of course, all these single-point-solutions have to be integrated in some way to share all the data that makes up a 3-dimensional image of customers.

The problem is that there isn't always an easy, elegant way to transition from one app to another, e.g. marketing automation to sales pipeline, switching from one UI/UX (user interface/user experience), shifting and adjusting your work flow.

So, how many apps might you toggle between every day? A study a few years ago found that even small businesses use, on average, up to 16 different apps.

Shifting from one app, maybe even having to log in on a different device or opening another tab is an interruption.  

Research has shown that it takes about 25 minutes to get back in the flow of work after every interruption. Yes, every time someone is interrupted or shifts to do something, anything, else, it can take nearly a half hour plus the time spent on the interruption to get back in the flow. It isn't just the matter of physically shifting your attention, it's also the mental shift that takes time, not to metnion to physical and emotional toll.  

This is the "Technology TimeSink" - A time sink (also timesink), time drain or time-waster is an activity that consumes a significant amount of time, especially one which is seen as a wasteful way of spending it.

Single-purpose apps have created significant technology time sinks that cost businesses massively every year. Application redundancy is also a contributor. Why would you have your SDRs and BDRs using a different CRM than AEs or even the rest of the company?

"Time is money" takes on greater significance when trying to calculate the TCO (Total Cost of Ownership) taking into account the Technology TimeSink. The seminal 2005 Basex Research study found that effects of interruptions on workers’ productivity, energy, and work satisfaction cost an estimated $588 billion a year in the U.S.! What's today's cost?!

TTS is an unnecessary waste of your time, energy, and money! Venntive is the solution. Book A Call to learn more. 

#salesenablement #revops #revenueoperations #sales #marketing #ABM #ABS #CDP

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