Introducing the sales effectiveness manifesto

“We hold these truths to be self-evident”: Thus begins a document that every American schoolchild knows. The document would inspire an army to fight for a new nation that would one day become the most powerful in the world. It is a document that changed history.

Here at Membrain, we don’t expect our work to be quoted by schoolchildren two hundred years from now, but we do aim to elevate the world of b2b sales. That’s why I created the Sales Effectiveness Manifesto (for Complex B2B Sales).

The manifesto declares ten core principles that the industry must embrace to achieve true effectiveness in complex B2B sales. It draws on insights and expertise from thought leaders across the industry, including Tamara Schenk, Dave Brock, Jason Jordan, Dave Stein, Steve Andersen, Henrik Larsson-Broman, Dave Kurlan, and many more.

You can read and share the manifesto here.
From here, let’s dive a little deeper into three key principles from the manifesto.

All selling is not equal

Above all else, to achieve sales effectiveness, we must firmly take hold of the fact that not all sales cycles are the same. Transactional works differently from complex. B2C is different from B2B. New customer acquisition is different from expandning existing accounts. In fact, while there are often many commonalities, every company’s effective sales process is necessarily different from every other company’s sales process. Understanding what type of sales your organization is involved in, and building your process for your buyers, is the only path to effectiveness.

Effectiveness starts at the top

We must understand that true sales effectiveness is never achieved with just a few minor tactical adjustments. It requires a strategic investment and support at the highest levels of the organization. When effectiveness is a cross-departmental priority at every level of the organization, driven and championed from the C-suite, only then can the organization hope to reach the ranks of high achievers.

Process and methodology in harmony

Sales effectiveness doesn’t grow in a vacuum. Best practices in both process and methodology must be implemented into a harmonious system. To do so, sales leaders must understand the differences between the two, as well as how they can work together.

Sales process is a framework of stages, milestones, and steps of a sales engagement. To be effective, it must be aligned with the buyer’s journey, and based on best practices for guiding the sale from start to finish. Sales methodology is the tactics and methods that a salesperson uses to move buyers through their decision-making process.

Sales effectiveness requires both, plus skills and training for salespeople and their managers to execute effectively, and a technology platform to support and drive it.

Go to the manifesto »

We’re deeply interested in your feedback on the manifesto.
Do you agree or disagree with the ten principles? We look forward to your feedback!
If you think this is important work and would like to share it, please do.