The Modern Buyer Journey in B2B Technology Sales

The B2B buying process for technology solutions has undergone a remarkable transformation, driven by the digital era, evolving decision-making dynamics, and heightened buyer expectations. In this article, the first of our Buyer Enablement Series, we’ll explore the key shifts defining the modern buyer journey and provide insights into how today’s technology buyers navigate their path to purchase. 1. Buyer Independence and the Digital Research Revolution Today’s buyers are more independent than ever, armed with digital tools and a wealth of information. Self-education: before engaging with vendors, buyers conduct extensive research. They explore solution options, read peer reviews, analyze competitors, and…

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January 29, 2025

Buyer Enablement / Buyer Journey / Customer Success / Marketing / Sales / Strategy

Top Go-to-Market (GTM) Mistakes—and How to Avoid Them

Launching a Go-to-Market (GTM) strategy is an exciting milestone for any business. It’s your game plan for delivering your product or service to the world, attracting customers, and generating revenue. But here’s the catch: even the best-laid plans can stumble if common pitfalls aren’t addressed. We’ve gained valuable insights from both the successes and mistakes we’ve encountered while launching GTM strategies. Through our experience working with various organizations, we’ve noticed recurring patterns of GTM pitfalls. In this piece, we’re diving into the most frequent mistakes businesses make—and, more importantly, how you can avoid them. Whether you’re a seasoned expert or…

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January 9, 2025

Customer Success / Strategy

Understanding the Customer’s Cancellation Evaluation Process: A Key to Retention

It’s widely recognized that the beginning of the year is a critical period for businesses as they reassess budgets and strategies. This often leads to heightened scrutiny of expenses, including software subscriptions and services. For instance, in Q1 2022, the UK saw 1.5 million streaming subscriptions canceled, with approximately 500,000 attributing the cancellation to "money-saving" efforts (Business Insider Markets). Similarly, companies like MSCI have reported that subscription cancellations contributed to revenue shortfalls in the first quarter (Yahoo Finance). These patterns highlight Q1 as a pivotal time for subscription-based businesses. Customers are reevaluating their expenditures to align with their financial goals…

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January 8, 2025

Buyer Enablement / Customer Success / Sales / Strategy

What Color Is Your House? The Power of Questions in Sales

In his book, "The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal," David Hoffeld emphasizes the critical role that understanding buyer psychology plays in effective sales strategies. One key insight from Hoffeld's work is the profound impact that questions can have on our thinking and decision-making processes. Not so long ago, I saw a post on LinkedIn by Dalibor Šumiga, Founder of Promosapiens, and it prompted me to write this article. Consider the question, “What color is your house?” Immediately, your mind shifts to your own living space. Perhaps you picture the exact…

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January 8, 2025

Uncategorized

The Power of Storytelling for Revenue Roles: Leveraging the PART Framework

In revenue-generating or revenue-enabling roles like sales, marketing, sales enablement, customer success, and account management, data and strategy are crucial. But what often gets overlooked is the power of storytelling—the ability to connect with prospects, customers, and stakeholders on a human level by presenting information in a way that resonates emotionally and logically. Whether you’re pitching a new product, nurturing a long-term relationship, demonstrating your product’s capabilities, or presenting quarterly results, storytelling can make your message more compelling and memorable. One of the most effective ways to structure a story is through the PART framework: Problem, Action, Results, and Trigger.…

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December 17, 2024

Thank you!