Entries by Bob Apollo

B2B Sales: You need to focus on the workarounds that aren’t working

In most “solution selling” methodologies, B2B sales people are encouraged to uncover their prospect’s issues, rather than leading with their products. But there’s a potential problem: any organisation, any stakeholder, always has many more issues that they would like to address than they could possibly have the have money, time, or inclination to deal with. […]

Sales Enablement: the essential bridge between B2B Marketing and Sales

What is the primary role of B2B marketing in today’s business environment? It’s certainly no longer just about the traditional “awareness and preference”, or how many website visitors you attract or how many as-yet unqualified enquiries you generate. In fact, many of the traditional marketing focuses, priorities and metrics are downright dysfunctional in the modern […]

Crossing the Chasm and the mitigation of risk

When Geoffrey Moore’s “Crossing the Chasm” first appeared 20 years ago it became an instant hit and an inspiration to successive generations of technology marketers. In fact, I can’t think of any single book that has had a more powerful (or, in the early days, disruptive) impact on how I think about taking technology products […]

The #1 Sales issue: inability to communicate value

For three years in a row, the highly influential benchmark and advisory firm Sirius Decisions has reported that the number one revenue inhibitor in complex B2B sales environments remains the average sales person’s inability to communicate value. You’d hope that we would have made more progress in solving this. I believe one of the reasons […]