A Common Goal For An Uncommon Experience
Your Sales, Marketing and Service functions have one primary thing in common: your customer.
Develop a marketing strategy for today's buyer
Today's customers spend only 17% of the total buying journey talking directly to suppliers. Engage them with content that helps them learn on their own.
Train B2B marketing as a unique profession
As many as 70% of marketing professionals report having no formal marketing background. Train and develop them to take a customer-centric approach to their work.
Deliver a message that changes minds
Marketers currently capture, at best, 12% of a customer's mindshare across the buying journey. Use commercial insight to cut through the clutter and drive change.
Teach customers at every touchpoint
Customers tune out the majority of content marketing and demand generation activities. Weave commercial insight into all touchpoints of your marketing ecosystem.
Find and sustain what works
Only 33% of organizations are confident in the connection between their marketing activities and business metrics. Adopt a ruthless dedication to review and measurement.
Screen for the right raw material talent
Only 17% of candidates have today's optimal EQ/IQ for selling. Screen for hires with a proclivity to teach and challenge the status quo.
Develop new foundational selling skills
Sellers who don't perform powerful sales experiences won't engage today's customers. Embed in all sellers the foundational skills most likely to generate high performance.
Coach the change in seller behavior
When managers fail to coach, team performance suffers and transformations don't stick. Develop coaching skills and hold managers accountable for using them.
Bring your sales experience to the right people
Customers easiest to talk to may not be the best to sell to. Find the optimal stakeholder profile to best progress your opportunities.
Sustain new behaviors over time
New sales behaviors won't embed without dedicated practice, support and success sharing. Ensure that all levels in the sales organization play an ongoing/supportive role.
Sustain change over time
New customer service behaviors won't embed without practice, support and success sharing. Ensure that all levels in the service organization play an ongoing/supportive role.
Evaluate the behaviors that matter most
The era of checklist-based QA is over. Adopt behavior- and trends-based evaluations to measure performance.
Focus coaching conversations on behaviors
Poor coaching hurts performance nearly twice as much as good coaching helps. Coach in the moment and focus on behaviors that drive desired outcomes.
Develop core skills for low-effort service
Soft skills that focus on creating relationships do not reduce customer effort. Train on new-in-kind skills aligned to delivering a low-effort service experience.
Meet expectations of the modern customer
Service organizations overestimate the reward for exceeding customer expectations. Adopt a strategy focused instead on providing low-effort service.
What experience should your sellers provide?
84% of customers report a buying journey taking longer than expected, Deliver a sales experience that makes it easier to buy.
What content engages customers?
51% of customers tune out your content marketing efforts. Create content that gets their attention.
What keeps your customers loyal?
96% of customers who experience high-effort service will be disloyal. Focus on reducing the effort.
Powerful Insight, Less Effort
Sales, Marketing and Service must work together to bring commercial insight and reduce effort in the customer's buying and service journey.
