sales & marketing alignment

Everybody will have noticed that the profile of the buyer changed dramatically over the last few decades. Thus it is worthwhile to keep looking for news ways to synchronise our sales approach with buyer 2.0 behaviour. One interesting recent approach was formulated by the Corporate Executive Board. They surveyed over 6.000 sales reps across geographies and industries, and revealed that sales reps come in 5 profiles:

Hard Workers show up early, stay late, always go the extra mile
Relationship Builders: advocates across the customer organisation
Challengers: use their deep understanding of the customers’ business to push their thinking and take control in the conversation. Challengers share even potentially controversial views and are assertive with both customers and bosses
Reactive Problem Solvers: perceived as highly reliable and detail-oriented by customers
(e.g. strong focus on post-sales follow-up)
Lone Wolves: sales cowboys who do it their way or not at all

One of these profiles consistently seems to outperform: the Challenger. In The Challenger Sale, Matthew Dixon and Brent Adamson show that while most companies focus on building customer relationships, the challenger pushes customers’ thinking, introducing new solutions to their problems and illuminating problems they might have overlooked.

Can you say that your sales team is exclusively staffed with challengers? You might be lucky but chances are small … most companies have one or two on board, but the majority of sales reps on average tend to perform moderately.

What can you do to turn your sales force into a Challenger team?
It is not impossible to lift average sales people to a higher level in a short period of time. If you want your team to act like Challengers, it will be crucial for them to gain insight into the customer’s buying process. One of the ways to get there, is the Buying Clock ®. Here are some capabilities you might need to implement additionally, if not yet present:

Define your company’s DNA and replace traditional ‘competence-based hiring’ by ‘DNA-based hiring’
Align your sales cycle with the customer’s buying cycle
Introduce pain-based segmentation
Develop buyer-aligned and sales-ready messaging deliverables
These support Sales to have consultative dialogues with customers
Have sales reps interacting with real decision-makers
Upgrade reporting to reflect the customer’s buying process and stop pushing your actions based on a sales process
Introduce sales coaching and mentoring as part of sales management practices

As a reference: one of our clients reported these results 1 year after implementing the above mentioned capabilities:

37% revenue growth, compared to 12%-18% in the previous years
Profit grew 10% faster than revenue
Added value per employee increased from less than 150K€ to 208K€
81% conversion rate from pipeline to contract
Time to productivity for new employees decreased from 13 to 7 months

Do you see opportunities to replicate the lonesome Challenger in your team after reading this post? Or do you have any doubts about the feasability? Leave a reply, looking forward to your comments

Are your strengths presales perceivable?

By Pascal Persyn on April 3, 2012 @ 09:11

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Categories: B2B marketing, Sales, Sales Tips, Sales effectiveness, sales & marketing alignment

Tags: B2B buying process, B2B marketing, buyer-aligned messaging, competitive differentiation, marketing and sales alignment, marketing tools, presales support, product marketing, Sales effectiveness

We all know that product and company strengths are crucial to fight commoditisation. But way too many companies I met in recent years, primarily focus on communicating their organisational strengths to the market. And all too often in product communication, they say what they all say.

Product differentiation It is amazing that sales and marketing rarely ask themselves to what extend prospects are able to perceive competitive difference. The main question they should be asking themselves is:

Can prospects who never bought our product (or used our type of product) understand the difference with competitive offerings?

Is your organisation, like many companies today, struggling to quantify the difference of your product in value for the customer? Then here are 5 tips to help you turn the tide:

Divide your strengths in presales and post sales features,
depending on whether or not your customer has previous experience with similar offerings
Link those strengths to situations in the customer organisation, which lead to quantifiable problems
Surface who is the most impacted player in the customer organisation by the above
Talk to existing customers and get quantified information on their situation before and after using your solution
Convert all of above in sales ready, lip loading deliverables
Take it further than productising this information; also explain whom to ask which questions
(beware: if you provide ‘arguments’ to sales, they will use those instead of asking questions!)

Marketing will keep your deliverables up to date, in interaction with sales updating on new experiences in the field. This will allow you to building a true cross departmental, learning organisation. Taking the information into account in your product road map, will create a lasting perceived differentiation for your product.

Let us know how above is improving your impact in the market.

The sales process is dead, long live the buying cycle

By Pascal Persyn on March 5, 2012 @ 10:57

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Tags: B2B buying process, B2B marketing, Buying cycle, marketing and sales alignment, marketing effectivenes, Sales effectiveness, Sales management, sales performance, sales tactics

The rise of web 2.0 and marketing automation have created a gigantic amount of buzz over the buying cycle. Yet, there is nothing new really. Scientists have known how people take decisions since the eighties.

However, I have recently seen a multitude of pseudo scientific approaches to the sales and buying processes. Sales methodology and marketing automation providers, consultants and software suppliers are trying hard to translate the buying cycle into a sales process, and synchronize both.

However, there some big disadvantages to this approach:

A buying process per opportunity does not exist. Every person involved has his/her own dynamics and insights
A sales process keeps sales focused on their own process, pushing actions and forgetting all about the customer
It doesn’t help sales adapt their speed, messaging or language to maximise their influence on the buying cycle
Any sales process limits coaching opportunities
It lowers forecast visibility because the process is driven by what sales think (like ‘I made a proposal, thus …’)

The most important disadvantage is that it adds unnecessary complexity to the sales and marketing organisation.

Research shows that everybody is going through the same mental process when taking a decision. That includes ‘buying’, which is a decision like any other. Moreover, the mental process is independent of nationality or gender. Hence, the buying cycle is predictable and understandable and should be the centre of the universe.

Does that mean we don’t need sales people any more?

On the contrary! However, sales should first of all find out in which phase of the decision making process his prospect finds himself. In a second step, they should synchronise their sales behaviour with the prospect’s ‘mental readiness to buy’ and thus create maximum influence. In other words: they should align their activities with the buying readiness.

This knowledge allows to explain certain funnel friction problems, ‘unwanted’ reactions and closing issues. Many of these exist because sales are pushing actions, while not taking the buying readiness of prospects into account. Think of:

Shifting decision dates
People not willing to respond to certain questions
E.g. current way of working and according challenges when entering late in a buying cycle
Losing control in complex sales because actions are focused on the main contact
Main contact will move through the buying cycle much faster
Lack of synchronisation in buying readiness among all DMU members leading to relation frictions
Deals suddenly lost in the closing phase or request for an adapted proposal
In our perception the customer changed his mind, whereas he has simply not yet come to a decision

Conclusion: get rid of your sales process asap and make sure your way of working, reporting and coaching are aligned with the individual ‘readiness to buy’ of all people involved in the decision making of each opportunity.

Good luck with optimising your hit-rate at a lower cost of sales.

How to improve your control and visibility on opportunities

By Pascal Persyn on October 10, 2011 @ 12:55

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Tags: B2B buying process, buyer experience, buyer-aligned messaging, demand generation, pipeline, sales cycle, Sales effectiveness, Sales management, Sales marketing alignment, sales performance, solution selling

Improve control and visibility

The Internet has a much bigger impact on B2B sales than most of us realise. It is an evolution taking us off guard and bringing along a negative impact on our control and visibility. Hence, the B2B buying process has switched from a sales-driven to a buyer-driven process and requires the traditional sales cycle, pipeline, activities and who needs to be involved when, to be revamped. Companies need to look at Buyer Aligned Collaboration™ if they want to create breakthrough performance enhancements and stop the erosion. 5 important questions you must ask yourself:

Do I know my customer?

The conversion from product to solution selling has been going on for over 15 years. Yet, a study from Mc Kinsey shows that 75% of all attempts fail. Many companies make the mistake to think that repackaging products with services makes a solution, but forget that services are products too. ‘Real solutions’ can only exist if the entire organisation understands the challenges the customer is faced with because of not having your solution in place. Do you know and can you quantify these challenges? Is your sales and marketing organsiation capable of explaining the impact of your solution and the changes in his way of working when using your solution (all of this of course without even mentioning your product)?

Have I packaged differentiation in a way that is directly linked to customer impact?

Is sales capable of influencing decision criteria before the customer is asking for a demo or quote? And this in such a way, that it kills competition even before the real comparative battle begins?

Do I take buyer experience into acount in my approach?

To what extend is your messaging adapted to your customers’ challenges in relation to their experience with your product? Challenges and buying critiera will be different for a customer who is unhappy with a similar solution in place, compared to someone having no experience what so ever in buying your type of solution.

Are sales & marketing supporting one another along the entire buying cycle?

Is marketing measured on the amount of revenue they are generating? Is sales involved in the lead generation proces? Is marketing building lip loading deliverables for sales? It’s simply impossible to create a good operating sales & marketing organisiation without the prior way of working in place.

Does management walk the talk?

It’s amazing to see how little time management is spending in the field, talking to prospects & customers as well as supporting the sales organisation. There is always plenty of work at the office as an excuse for not going into the field. Yet one has to set the priorities right. A couple of recent cases showed that it’s possible to free up management time up to 25%. A couple of tasks to evaluate: time spent with sales in the office, analysing reports, developing management reports and powerpoints or being part of the escalation path instead of managing it. The last one is by far having the biggest negative impact on field presence.

Take action before it’s too late and let me know what works best.

The way people buy has changed dramatically through Internet and globalization. Prospects are spending more time on the Web doing independent research, obtaining information from their peers and other third parties. Companies are therefore meeting prospective buyers earlier than ever. What are the implications for marketing and sales?

Sales & Marketing can no longer afford to operate as departments that happen to work for the same company. Whereas many organisations have been trying to create alignment for the past 15 years, I have seen very little improvement. Here are some continuing statements, despite all efforts:

Marketing is not delivering sales-ready leads, says sales. Sales is not following up on leads, says marketing
Marketing is spending a lot of money but does not measure ROI
Sales has very little impact on marketing spend and vice versa
We are unable to sell value over price. We are unable to differentiate ourselves in the market

Let it be clear that sales-marketing alignment has failed. So it’s more than time to start looking at a new approach of Buyer aligned collaboration. What does it take to implement Buyer aligned collaboration?

create maximum buying velocity

Convert your marketing campaigns into continuous conversational marketing
Take control by marketing a vision (in role and pain-based messages) for each of your segments
Adapt your language to readiness to buy and use lead-scoring based on the same foundation
Involve sales to double check on readiness to buy & let them decide when time is right to take over from marketing
Measure and benchmark all activities along the buying cycle and implement incremental improvements

In practice that means: increase revenue performance by making the buying cycle the centre of your corporate universe. Apart form synchronising Sales & Marketing targets, here are a few tips to make a start maximising Lead Development in your company:

The buying cycle is key for every action taken by Sales & Marketing!
Marketing develops sales ready deliverables synchronised with the readiness to buy
Implement a tool to help track your prospects’ readiness to buy (assuring company wide acceptance)
Product input is problem based, not feature based
Use CRM to track the above, as a pragmatic cross-departmental tool. Correct information is more vital than lots of it.

Just remember: you can no longer neglect the buyer if you want to make a difference in today’s market!
Looking forward to reading your comments.

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Transforming your sales force into a Challenger Team

Are your strengths presales perceivable?

The sales process is dead, long live the buying cycle

How to improve your control and visibility on opportunities

Buyers gained control over your sales cycle. What to do now?