Why bother getting aligned?
What’s holding you back?
Bringing sales and marketing together
- What do our ideal customers look like? Don’t, whatever you do, accept a flimsy response based on traditional demographic thinking (size, sector, location). These factors are close to useless for this purpose. Insist that you brains trust really digs into the detail and identifies the structural, behavioural and situational factors that really separate your most promising prospects from the also-rans
- Which roles are involved in the decision process? Most complex high-value B2B sales environments involve multiple stakeholders from operational, technical and commercial backgrounds. What are their likely titles, responsibilities, issues, concerns and motivations? What questions are they likely to want answered during the buying process? What questions from us would we like them to answer?
- What are your most valuable capabilities? You can probably brainstorm dozens of potential issues. But only a few are likely to have such significant consequences that they force the pace of change. And even fewer lead directly to a unique capability that elevates your solution above all options open to the prospect. Those are the issues you need to invest in.
Don’t fool yourselves
The only alignment that really matters
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Bob Apollo is the Managing Partner of Inflexion-Point, and an accredited align.me Funnel Coach. To read more of his insights, go to the Inflexion-Point blog.