Buying behaviours are changing. Software packaging and pricing strategies are being forced to adapt in order for partners to remain competitive. Countless new products are being offered to the market, many of which were born in this new and constantly changing world of CRM and ERP software sales.
With so many changes to both the competitive landscape and the buying preferences, it’s becoming increasingly important for partners to look beyond traditional ways of marketing and selling. Generally we see sales defaulting to marketing to deliver leads, which they quickly deem unqualified. Marketing responds with a need for more visibility into the results, because they are unable to determine why every lead is unqualified. And round and round they go. This doesn’t help anyone drive revenues or succeed in their role.
So what do we do to help both marketing and sales find a happy medium?
We start to think differently, just the way our suspects are.
Buyers are moving themselves further down the sales funnel than ever before. Conducting their own research, evaluating their own needs, and determining what type of solution would best benefit them without ever talking to a person. This is the reality of the internet age. As buying committees become comprised of more generation Y types, the need to have your information properly packaged for consumption online increases greatly.
In order for marketing to deliver better qualified leads to sales, they need to rethink their strategy (sales, this does not let you off the hook – you need to educate yourself on the new types of leads you’re going to get and how to sell to them, too). Marketing should plan for and develop materials which:
- Are web ready
- Offer quick synopses of features and functions
- Tell a story
- Allow the reader to educate themselves on both the company and the product
- Offer value in exchange for information
- Create an opportunity for the sales person to discuss
- Identify where in the buying cycle the prospect is
- Are interactive : videos, online demos and worksheets are a great way to stand out
Today’s buyers expect more. They expect you to facilitate their self-education, and only when they are practically ready to make a purchase are they willing to reach out to you, usually for pricing information. Marketing is tasked with thinking of new ways to attract these prospects, and inventive ways to turn them into leads. Sales must start to think about their approach, and understand that the opportunities are changing. It is important for marketing to develop the right type of content, and for sales to not only participate in the content creation, but also to ensure they are familiar with it before they speak to the prospects.
Content is king and the time to change is now.
