Is your sales team the “real” sellers of your product or service? We are habituated to having a group we call our sales team. We hold them accountable for revenue, give them a quota, and provide them with a target account list. However, depending on the requirements of your sale, the sales salesperson may only have modest influence and control of the sale. Members of the consulting team or content experts may be the “real salesperson(s)”. This issue is common in complex, high-consideration, and consultative sales. It is vital to align the sales roles in consultative and complex sales.

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In my four decades in sales leadership at both large enterprises and early-stage growth companies, and in my subsequent consulting & sales advisory practice, I have witnessed and resolved many poor sales practices.  If sales leaders do not diagnose and correct these Deadly Sins of Selling, then accelerated and predictable sales outcomes will be in jeopardy. I recount these sins with amusement since they also tell us something about human nature and how that factors into successful selling practices. Individual sellers, their sales managers, sales trainers, and sales coaches can all benefit from being on alert to these common sins.

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The focus for Revenue Operations is aligning and optimizing revenue-generating functions to achieve business objectives. This strategic function helps align and optimize the activities of sales, marketing, and customer success teams to drive revenue growth.

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Flywheel Acceleration

Flywheel Acceleration

Revenue comes from one place – the customer. Too often, companies don’t fully consider the complete revenue picture when pursuing their revenue growth strategy. This post reinforces the importance of taking an end-to-end customer lifecycle and full-funnel perspective to create and optimize a comprehensive revenue architecture.

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Creating Logical Pathways™: How to build a clear engagement path via content – to advance buyers and increase conversion through the buy cycle by 300% or more!

It’s crucial to buyer advancement and conversion to seed content in logical, sequential parts of your buyers’ UX (user/visitor experience) by using your various digital assets/properties. It allows you to use “guided selling” techniques to capture additional depth of understanding via progressive profiling. One good content asset deserves an even better one, and then an even better one after that.

Or…to put it another way: By providing increasingly attractive incentives on each successive page of your digital properties (website, registration, thank you or landing pages, etc.), you’ll be able to focus prospect behavior and streamline data capture. It works very simply: upon their registration for an initial asset for which you ask for only minimal information, pull prospective buyers further into their journey with an even stronger content offer of higher perceived value — provided, of course, that they take the “next step” you’ve guided them towards.

See for yourself how this is a powerful tool for engaging prospects and collecting essential information about their companies, current situation, challenges, pain points, needs, and stage in the buying process. The value in monitoring and analyzing their digital body language is vital.

It’s all about leaving breadcrumbs along the conversion path you want your prospective buyers to follow. And always, define calls-to-action everywhere (social media, blog posts, landing pages, on your website, in automated lead nurturing e-mails, via links within all types of content assets such as eBooks, guides, etc.). What do you want the buyer who consumes content to do next? (Below is just one simple example of the practical application of this principle.)

What questions are buyers trying to answer at the early and middle stages of their buying process?

Your content should help specific audiences (i.e., Engagement Personas™) answer questions like, “do I have a problem?” or “do I have THIS problem?” and “how should I solve it?” You’re attempting to surface pain-in-the-present and demand long before the conversation shifts to what solution is best. Your solution is obviously the best, but TRUST is what makes it obvious to a discerning buyer.

To that end, one of the most valuable aspects of Engagement Personas™ when they’re constructed effectively, is to anticipate and answer the questions a buyer would ask at each step of the process. If you have content that answers them in a way that’s relevant to the specific prospective buyer, fantastic. If you don’t, then that’s where you start. The other suggestion for enabling Engagement Personas™ to drive strategy is to develop engagement scenarios.

E-BOOK:  Exposed. The False Promises of Revenue Marketing.

We published an e-book series that describes the 9 Principles of Effective Buyer Engagement. These principles serve as a practitioner’s guide to increasing leads, conversions, pipeline velocity, and revenue impact.

Volume:  Generate “Top-of-the-Funnel” Visits & Inquiries

Value: Get Better Qualified Inquiries

Velocity: Increase Conversion Rates

Revenue: Optimize Engagement for Revenue Impact.

Get a copy of your e-book here.