Posts Tagged ‘complex sales’

10 Common Market Adoption Issues That I See in BtoB Technology Companies

July 16th, 2014
  1. Inability to drive effective/qualified sales opportunities through marketing
  2. Difficulty explaining to target companies that our technology is best @ solving particular business problem that they are experienced. We cannot differentiate between visible “pain” and underlying “problem” that you actually solve for the buyer.
  3. Heavy emphasis on generic business value and deep technical differentiation in messaging.
  4. Difficulty within lead generation activities to reach “senior executive” decision makers in target organizations – forcing sales to sell up through organization. Continue reading “10 Common Market Adoption Issues That I See in BtoB Technology Companies” »

Am I Truly a Problem Solver? Or am I Just Creating Pain? 5 Ways to Tell for Both Sales and Marketing

April 11th, 2013

Over the last few weeks, I have had numerous conversations with sales and marketing executives about solving problems. About ½ tell me that diagnosing problems is what they have always done. “Nothing new here, move along!”

My standard response is “maybe”. Good problem consultants are able to help people diagnose what underlying problem is the cause of symptomatic pain. Good enterprise consultative sales people know how to help organizations get to consensus as to what problem is really causing the various ills across the organization. True.

BUT, are you truly diagnosing their ills or are you guiding them to your solution? What is the difference? A good doctor is supposed to truly listen to the symptoms and diagnose the patient in front of them. They are not supposed to represent a drug company and just prescribe the “wonder” drug for everything.

  • Ever seen an IT project that completed just as the vendor promised, addressing some of the pains, but not solve the customer’s problems and creating a whole host of other pains?
  • Ever see a customer demo, go away for 6 months, and then come back and ask for a demo again? Same solution, but obviously they were still trying to figure out their underlying problem and whether the solution would address their ills.
  • Ever see a sale where they had multiple problems, only one of which you could solve?
  • Ever jointly sell with a strategic partner to create a larger solution?
  • Ever see similar size companies in the same industry have completely different needs, different buying process, and even different decision maker?

Continue reading “Am I Truly a Problem Solver? Or am I Just Creating Pain? 5 Ways to Tell for Both Sales and Marketing” »

Signs That You Might Have A Go-to-Market Misalignment

June 6th, 2012

Your “revenue generation” problem may really be a go-to-market alignment problem in that your go-to-market is not meeting the buyer’s needs. Here are the symptoms that we are seeing that give us an indication:

Continue reading “Signs That You Might Have A Go-to-Market Misalignment” »

Social Target Marketing for Complex Sales – Evangelism, Advocacy, Justification

September 26th, 2011

As part of our process, we have built a three-part conceptual framework for social target marketing and the business impact that we believe is critical for managing the complexity of the buying process in today’s market.  The first, “Open Letter to CMO’s” focuses on the impact that social is already having on the purchase behaviors in your industry and established the foundation for the criticality of the business case. The second, “Social Target Marketing for Complex Sales” focuses on the right approach for your organization to take and that the timing is more critical than ever.

The third is understanding how to apply that process to internally developing the consensus around the business case for social target marketing.  Our recommended approach is to focus on building the business case as part of the evangelism and then allow the internal team to build the business justification based upon the available resources, budgets, market priorities, and timing factors. We schedule one-on-one meetings with each of the critical stakeholders to build consensus prior to a formal meeting. At the meeting, we then provide external social market research as validation and a checkpoint for the internal team to evaluate your organization’s readiness.  Our commitment is to manage the business case and evangelism processes, but transition the actual decision making process to the internal sponsor.

Continue reading “Social Target Marketing for Complex Sales – Evangelism, Advocacy, Justification” »

Open Letter to CMO’s – Social Target Marketing for Complex Sales

September 26th, 2011

I’m not sure if you saw the “Open Letter to CMO’s” in the Social Executive Council.  The feedback we’ve received is that the post is helping to build your own business case to address the impact that social is having on the purchase behaviors in your industry, in particular those with a very complex buying/selling process.

With that in hand, many of you have now asked me to share our approach, to arm you, as the internal advocate, for the conversations you need to have within your organizations as to why social target marketing is more critical than ever.

At a high level, social target marketing is about how we can build better relationships with likely buyers to create new opportunities for our business that we’re missing out on today.

Continue reading “Open Letter to CMO’s – Social Target Marketing for Complex Sales” »