“SBG has made our competitive information much more concise; it is information that the salespeople now use. It has taught them how to ask the right questions to steer customers our way. SBG was the “glue” that attached our field sales teams to our factory marketing teams.”

Ed SullivanDistrict Manager, Field Sales, Americas, Agilent Technologies
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Buyer's Guide

Why Now: Why Invest in More Effective Customer Communications Today?

 

You should implement more effective customer communications now because market dynamics (see below) have changed. As a result, it’s highly likely that you are:

  • Leaving 5%-10% of your company’s annual revenue “on the table” or, worse, giving it to your competitors
  • Funding other projects that offer lower return and a higher risk of failure

Old Market Dynamics

  • The seller had a lot of control over buying process – buyers accessed information by talking with a salesperson
  • The salesperson did the work of translating descriptive marketing content into influential conversations

New Market Dynamics

  • The buyer has the most control over the buying process, accessing information directly via the Internet to websites and social media
  • Buyers short-list vendors and/or buy without talking to a salesperson
  • Content must be more influential and do more of the salesperson’s job
  • Without more influential content and conversations, the buyer will either not buy, will take longer to buy, or is more likely to buy from your competitors
  • Sales and marketing need to make it easier for the buyer to engage with and select you

Your Choices

  • Lead – Gain competitive advantage by adapting to new market dynamics sooner and faster than your competitors
  • Follow – Wait till your competitors adapt and starts reducing your revenue and market share
  • Ignore – Continue with the same go-to-market approach and hope that your competition does the same

 


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