The gap in every organization's sales execution results exists for very specific reasons. Buyers are savvier, the sales process is more complex, and sales and marketing teams have not transformed to be more in-line with buyers' needs.
To communicate value, businesses must reinforce sales training investment during the selling process, deliver coaching and guidance in real time, embed tools and appropriate buyer stage content at the right moment of the buyer's journey, and make it easier for sales teams to access compelling Marketing-generated assets.
Understanding the Gap
Over half of buyers disengage during the selling process and stay with the status quo because value was not presented effectively or what was presented was not aligned to the buyer's specific business challenges.
Reasons why value is often not presented effectively include…
- Sales not using content and resources that marketing teams have created.
- Content and resources often not aligned to specific buyer stages.
- Sales not aligning to where buyers are in their buying process.
The end result is Sales spending too much time searching for compelling content and applicable resources, which can lead to less time selling. So selling content goes unused, which wastes Marketing's time.
That scenario happens at most organizations in varying degrees with the impact on both the top and bottom lines.
Marketing's Contribution to Sales Execution