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Confronting Key Business Challenges
to Win the Complex Sale
Strategic Positioning, Messaging and Image
Looking to strengthen your company’s (or product’s) market positioning? That’s crucial. If you provide a complex solution, then you know that your prospective clients are seeking a solid and defensible value proposition.
They are looking for insight and perspective, not just products and services. They want a trusted guide and advisor. They want to align themselves with a true thought leader.
That’s what it takes to cut through the oppressive fog of noise that now envelops today’s markets. That’s what it means to be a luminary in the darkness.
But what must happen to ensure your thought leadership is worth following? How can you validate that your company possesses what one influential advisory firm, Gartner, calls “completeness of vision” and “ability to execute”?
Too often, strategic and product positioning efforts fall between the cracks of corporate leadership, marketing and product development. Is that happening in your case?
Consider what you’ll accomplish if you embrace a rigorous, disciplined and consistent approach to positioning. What would be the value of positioning your company as a thought leader and trusted advisor in today’s markets?
Lead Generation and Development
Seeking qualified leads? Want to ensure they are acted on by the sales force? Then the relevance of your marketing is essential. Does it speak to your targeted audiences about the key issues? Does it engage them in the early stages of a decision and remain in their peripheral vision as momentum builds for change?
Unfortunately, too many companies today keep turning dials, pulling levers and producing campaigns that no longer resonate. The results aren’t there because the ideas aren’t there.
It’s one thing to get people to raise their hands by giving away iPods and iPhones. It’s quite another to build campaigns based on thought leading insights – and deliver real, quantifiable results at every stage of the customer’s decision cycle.
Are you clearly speaking in the customer’s voice? Are you vividly reaching them at the level of their business pain and challenges? In the absence of highly insightful, engaging marketing content, it’s increasingly difficult to generate and develop the highly qualified leads that sales will trust.
Consider the increasing value of leads if your campaigns and communications were more relevant, more compelling and even more provocative. What would be the payoff if your marketing investments were directly tied to results?
Sales Acceleration and Enablement
Want to accelerate sales cycles and enable your sales team to crush quota? Then it’s vital to provision sales for credible and compelling conversations.
Today’s solution sellers are often unable to engage decision-makers on their key concerns. They are unprepared to have the diagnostic conversations that will reveal the full scope and magnitude of the customer’s business problem. Nor have they been adequately equipped to collaborate with the customer to design solutions that represent clear and measurable value.
They often can’t effectively address the prospective client’s core questions:
- Do you really understand my business needs and problems as well as the underlying issues that drive them?
- Why should solving these business problems be a priority for me and my company?
- How would we actually use your solutions to address our needs and problems?
Consider the impact on growth that comes with creating a tight and powerful linkage between product marketing, marketing communications and the sales organization. How might your sales cycles be accelerated if the sales team was provisioned for a thorough customer diagnosis and highly relevant solution discussion?