No matter how much we try to simplify, some things will never be simple. We can automate, systematize, create processes, buy software - but in the end, complex b2b sales will stay complex.
Many of you will be familiar with the idea of having an Ideal Customer Profile - and if you’re not, you should be. The Ideal Customer Profile is a powerful tool that helps to align your entire organisation around the common characteristics of your most valuable existing and potential customers - a combination of demographic, structural and behavioural/cultural factors.
We see tremendous research on the digital buying journey. We know customers spend more of their buying journey finding information in digital and other channels. Engagement with sales people represent the smallest part of their time investment. I’ve written about this transformation suggesting we are going through a transformation of sales led, digitally supported to digitally led, sales supported.
We struggle to get in front of customers, to find opportunities, to nurture them through the buying cycle, and, ultimately, to win. Yet, the majority of those complex buying opportunities end in “No Decision Made.”
If you’ve ever had a conversation with Sharon-Drew Morgen, you know she doesn’t mince words when it comes to what sales leaders get wrong about sales. For more than 40 years, she’s been a thought leader and a provocateur, challenging the way we think about what we do and how we do it.