The Sellers' Compass-February 2023

What do buyers want from you?

To achieve the revenue growth that results from aligning internal touchpoints with buyer expectations, it is necessary first to understand the actions of buyers. Many companies struggle with this, but we recommend conducting interviews with buyers. This approach provides the quickest time-to-value, a thorough and actionable understanding of the purchasing journey, offers a perspective from the buying team, and requires only a handful of interviews to be conducted.?

Interview your target market personas face-to-face (well, over Zoom) and document their actions, content sought and decisions through their eyes. The biggest bang for the buck comes when you interview lost, won, and target accounts (think ABM) that never considered your solution.?

Comparing the journeys of the three illuminate how to increase sales productivity with more effective 'next best actions’, content strategy, engagement channels and cadence, and where to deepen advocacy efforts. With those insights in hand, improve your sales productivity by:

• Prioritize the experiences to fix.?
• Be clear on how to measure improvement.?
• Set expectations internally and externally.?
• Then scale across the customer lifecycle and the organization.

What to know how B2B buyer purchase journeys have changed over the past two year? And what they expect of you today? … [Read More]?

Here are a few articles I think you'll be interested in:

-? ? ? ? ?4 Steps to Maximize Won/Lost Program ROI

-? ? ? ? ?How to Optimize Customer Acquisition and Retention

Cool Vendor Discovery - Click360.io

Mike Lewis, co-founder of Click360, talked about how to operationalize buyer journeys. Based on visitors' behavior, the app clusters buyers using deep learning AI to predict revenue outcomes based on how each cluster, and the buyers, match those who have purchased. Since journeys evolve, so does Click360's engine, which integrates into your CRM or martech stack with one line of code.??

Check out our new website.??

Finally, our team has new shoes. We have launched a streamlined, ungated website.?Check it out?and let us know what you think.

Reminder

Each month, we cover trends, best practices, and topics related to help you better understand your buyer personas and build the type of relationship they value… so they'll not just buy (more) but advocate your brand.

Let me know if you have any questions or a topic you'd like to see covered. Hope to talk with you soon.

Christine Crandell

Schedule a meeting?

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