How to Sell Top Down Starting from the Bottom
Vendors that do not recognize the “value gap” may see a looming problem in 2018 as market conditions continue to change. What is the gap?
Vendors that do not recognize the “value gap” may see a looming problem in 2018 as market conditions continue to change. What is the gap?
The central challenge of a prospect realizing value from technology investments stems from the vendor’s misaligned goals and incentives of selling it that way. A vendor’s unsubstantiated value can evaporate a provider’s status as a trusted resource or partner very quickly.
After sales has done months or quarters of laborious, time-consuming work in researching a new account, crafting their best emails and value props, prospecting via social and networking, accessing and engaging with buyers and committees, and delivering their proposal – they still need to close and on time.
According to TechTarget1, Account-based marketing (ABM) is a business-to-business (B2B) strategy that focuses sales and marketing resources on targeted accounts within a specific market. Instead of broad-reaching marketing campaigns that touch the largest possible number of prospective customers, an ABM strategy focuses resources…
Discover the markets first, fastest, easiest and most affordable Target Account alignment to any Vendors’ business Value. We believe the #1 challenge facing Account-Based Marketing has more to do with time, than Marketing’s ability to accomplish the above. Given adequate time (difficult with fast moving technologies, competitors and markets), Marketing does an excellent job driving relevant and meaningful 1:1 content to its audience(s).
In the survey, it was revealed that ABM is essential to improving sales and marketing alignment, but many marketers believe they lack the support needed to be successful at ABM. Over 90% of companies recognize the value in ABM, only 20% have had full programs in place for more than one year.