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Challenges to Win + retain Customers 

B2B businesses are fundamentally challenged in their go-to-market efforts. Noise in the market has skyrocketed, confusion abounds, differentiation is elusive, and buyer attention is a limited resource. So what's a company to do? 

Customers Buying Behaviour 

Why has this become so critical? The buying behaviour of customers has changed significantly due to new technologies (Internet) and constant access to information.

Customers today are significantly better informed and have gone through an average of 60% of the buying process before coming into contact with a potential supplier.

This leads to increased price and competitive pressure.

marketing + sales alignment

For a marketing and sales organisation to succeed in this market environment successfully, it is necessary to focus on the benefits and value for the customer and deliver a unique customer experience at every stage of the buyer's journey.

Companies achieve more success and grow their business - resulting in more revenue, more profits, and more productivity - when the marketing, sales, and service teams, who interact with the customer, are tightly aligned.

MARKETING

Marketing is responsible for providing customers in our digital world with the answers to the questions: Why do anything at all? Why now? And why this supplier?

Marketing has to create awareness campaigns and messages that are appealing to target customers and yet still differentiated, they have to create and nurture leads for the sales organisation and they need every customer to feel unique and special.

SALES 

Thanks to the amount of information available online, prospects have more control. They do their research and consider options before sales is ever directly involved.

As a result, a salesperson's role is less about delivering product + service information and more about challenging customer requirements and needs, and building relationships to earn the right to become a trusted advisor and deliver superior customer value.

Flywheel - that drives your company’s growth

What is a flywheel? A flywheel is a machine that stores rotationalWheel-Unique-Customer-Experience energy. When you add energy to a flywheel, it starts to spin. If you add more energy to it, it spins faster. The flywheel will keep spinning unless some other force comes along and slows it down. From a business perspective, the rotation of the flywheel represents the growth of your business.

How?

  • By attracting customers who have a problem you can solve,

  • By engaging with them so that they recognise the value you are able to deliver, and

  • By delighting them at every stage of their buyer’s journey.

An aligned approach between marketing+sales+service creates the unique customer experience which fuels your company’s growth. Everything you do should be done with the goal of creating customers who will add positive energy to the flywheel and accelerate your company’s growth.

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