Strangely this motto of PitchLink – our buyer seller engagement platform, jumps right out of the new Gartner CSO Update on the new B2B buying journey. Gartner is calling it ‘Buyer Enablement’ – a term that is gaining traction over the past couple of years. So what do you enable? According to Brent Adamson (check out his entertaining and educative video in the link below) the buyer needs to complete 6 jobs and selling organisations need to focus on information excellence at each stage to assist the buyer ‘complete’ her jobs at each stage to be able to complete the sales process.
We knew it. The sellers don’t really know What Buyers Want. TrustRadius has conducted a detailed study on buying and selling of Business Technology and surveyed 941 people – 712 Buyers and 229 vendor marketers and salespeople and figured “they don’t see eye to eye!”.
Earlier this month David Cummings raised this question in his blog On Startups – Why the lack of a Strategic plan?
I was meeting with Rahul Gupta, a prolific angel investor in New Delhi and he echoed very similar thoughts. Why is it that founders are not able to articulate their priorities in a simple 5 quarterly targets format? Many a times, according to Rahul, the fact that there is no-one outside the team to whom the team/founder is accountable, makes the difference.
Eric Gervet and Steffen Oder authored a report for A T Kearney on The Future of B2B sales. “In a survey of 1600 top sales managers and professionals in a diverse cross section of industries from consumer goods and retail to energy and utilities—including businesses that sell in turn to individual consumers and small businesses” in search of support for their hypothesis that B2B sales has fundamentally changed. The write “…almost all will see a massive shift in bargaining power toward their customers, driven by Internet-fueled market transparency and globalization. all sorts of disintermediation and reintermediation have redefined products and services and reconfigured entire value chains—routinely leading to new entrants and substitutes.”