Sirius decisions b2b sales stats8/14/2023 ![]() ![]() ![]() ![]() In other words, you must sell the way that your buyers want to buy. Then you must design an effective Sales Process which has the steps and stages that are mapped to the Buying Journey (for example, see Forrester – B2B Buyer Journey Mapping). ![]() The key is that a successful and effective CRO or VP of Sales must intimately understand the buyer and their challenges. Additionally, the decision-making process is fairly complex and non-linear – see this visualization by Forrester:įigure: “Forrester – Myth Busting 101: Insights Into the B2B Buyer Journey” ( link) These buyers are much more in control of their decision than a B2B marketing team or sales professional. And most will have formed a strong opinion before talking to B2B sales. Much more inspiring for aligned sales and marketing teams to go after this together.Īnd great news for all the great digital technology vendors at #SDSummit who can add value to help companies build that aligned sales and digital marketing demand generation machine.A few years ago Forrester surveyed B2B buyers and most conduct 50% of their research online before making a purchase decision. Much more empowering for sales reps and teleprospecting. It's about Sales AND Digital and how they work together through the ENTIRE buying process. The impact will come from properly harnessing reps around digital interactions. “Rinse and repeat” to deliver useful content to support them through their buying process, wherever they may be.Use tools to best tailor conversations and understand where buyer is in the buying process.Leverage social marketing, content and teleprospecting techniques to build credibility as authority and engage with prospects as early in the buying process as possible.Leveraging scoring to prioritize best fit leads based on company attributes, web behavior and social interaction.Expanding data sources of potential prospects.The sales and marketing organizations who can partner and enable reps to leverage digital tools to get visibility and engage with prospects will create a massive competitive edge. 67% of the buying process may involve digital content consumption, but the sales/rep engagement is threaded throughout that buying process and spans all stages.Īnd here’s where it’s most interesting, as I live Tweeted as the event. Today at the SiriusDecisions 2015 Summit we learned about the recent SiriusDecisions study of over 1,000 different B2B buyers from actual purchase processes and we got clarification that: Buyers aren’t 67% through the buying process when they want to talk to a Person/Rep. The overall message to sales was one of helplessness and disempowerment. By the time a buyer wants to talk a rep, they are 2/3 of the way through their buying process.The implications of the misinterpreted stat were: However it often got spun colloquially as: “Buyers are 67% of the way through the sales process before they want to speak to a sales rep.” The original 67% stat was “67 percent of the buyer’s journey is now done digitally”. Jen Ross & Marisa Kopec unveiled SiriusDecisions new research on B2B buying process and in doing so made a simple but powerful clarification that should open the collective eyes of sales & marketing organizations around the possibilities of digital marketing supported sales prospecting as a competitive difference maker. Today is the day SiriusDecisions set the record straight. ![]()
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