Growth velocity is in seamless alignment
Buyers are looking for an accompanied digitalization journey by salespeople trained to answer more complex questions, at different stages of customer life. True story.
B2B market expresses new need: as well as the movement initiated by individual behavior to obtain more digitized self-service. The shift from license sales to a subscription model in IT industry involves repositioning its sales force according to customer expectations and the new recognition of turnover (one-twelfth).
In this fragmented environment, following KPIs is the worst.
In Europe, the potential of the SMB segment is vast, but it remains poorly addressed as diffuse. Sales dept is not the only one to have to question itself. We also find companies that are equipped with superb marketing automation solutions, but nobody for using it or manage content with it. It is a mistake to deprive oneself of such a tool which makes it possible to value its offer.
And whoever signed the order form will have to explain what this empty shell does in the middle of the PnL.
This is why it is vital to evolve to become a salmon !
Starting from buyer, go up the whole value chain : sales, marketing, analytics, strategy…and business processes who link them.
Growth is multiplied upstream by align strategy, demand generation and sales, from the marketing programs to vendors and support and in the same way, to be able to follow KPIs end to end from MQL to SQL.
Shape and align your culture, your strategy, your offers, your speech, your processes and your workplace, or you will not perform at your peak.
Alignment overdrives growth 58% faster
After 18 years in marketing and sales, I believe more than ever to the idea to bring together remarkable skills and people to work aligned in the interest of the business and accelerate growth ! The end-to-end approach serves best B2B buyers.
My team and I had the chance to take part in the success of a sales and customer service gathering in a single entity. Assemble allowed to exceed customer expectations, to carry the strategy with an overall vision to operate all possible growth levers, to avoid a double production of deliverables and to interest existing teams in other thematic issues-putting more product knowledge to sales and developing the "trade fiber" of customer service. Over 6 months, growth had jumped 12% and the NPS had reached its best level.
This, having an affirmed willingness to entrust this steering from end-to-end to one. That’s the purpose of one architect who execute marketing and sales at the same time and perfectly, in order to provide the best customer experience by conveying the company's strategy to the last mile thru adapted business processes.
At the time the word ? disruption ? is heard 50 times a day, being innovative is actually providing a seamless customer journey.