Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Aligning Marketing & Digital Transformation
Digital transformation is essential for companies because it enables them to stay competitive in today\'s rapidly evolving business landscape. By leveraging digital technologies, businesses can streamline…
Read B2B Marketing, StrategyBuilding a strong brand in a competitive B2B market
This is a short post about building a strong brand in a crowded and competitive B2B market. It requires a strategic approach that involves several key…
Read B2B Marketing, StrategyThe importance of experienced marketing strategy consultants
Albert Einstein said, “Insanity is doing the same thing over and over and expecting different results.” So much marketing is wasted, yet most organisations continue doing…
Read B2B Marketing, StrategyHow to build a strong relationship between sales and marketing
Rudyard Kipling said in his Barrack-Room Ballads in 1892: \'Oh, East is East, and West is West, and never the twain shall meet’. Though we have…
Read B2B Marketing, Strategy7 Tips to Lead Score Marketing Leads in Your CRM
Thomas John Watson Snr. - the American businessman and former Chairman and CEO of IBM (1914–1956) said, \"Nothing happens until a sale is made\". As a…
Read B2B Marketing, StrategyDeveloping a Brand Roadmap to Business Resilience: Strategies for CEO and C-Suite Leaders
Your brand is important. In an always-on, digital world, it is most likely the first thing your customers, investors, and colleagues will interact with. Many businesses…
Read B2B Marketing, StrategyMore leads? Or better quality?
How many times has this conversation been had? A - \'We want more leads\' B - \'Do you want more leads or just better quality leads?\'…
Read B2B Marketing, StrategyBusiness Inconsistency
It can be difficult for businesses to remain consistent online. Inconsistency of messaging, inconsistency of regular action, inconsistency of tone, imagery, naming conventions, reporting, process, the…
Read B2B Marketing, StrategyInaction in business
When we talk about inaction in business, this can occur at a number of levels. Lack of direction from senior business members. Lack of action on…
Read B2B Marketing, StrategyMisaligned Direction
Misaligned Direction Lack of company direction, or multiple misaligned directions being fed down from the top of an organisation can cause complete disaster and confusion. If…
Read B2B Marketing, StrategyDoes your organisation have a clear \’Why\’?
Do you have a \’why\’ or is the definition of your organisation simply woolly? Establishing the why behind your business idea is important because it helps…
Read B2B Marketing, StrategyHave you truly defined your goals?
Unfortunately, many companies set unclear, unrealistic, and unattainable goals. Maybe because their expectations are too high, or they are unaware of the resources they have to…
ReadA tool to use this week
Why interested buyers don’t buy.
Five questions to examine one stalled opportunity before you change the pitch. A first pass takes about 15 minutes.
Use the emails, proposal or notes you already have. Write what the buyer actually said. Where you are guessing, write unknown.
01Why change?
What problem did the buyer say they needed to solve? What happens if they leave it unresolved? Use their words or evidence; otherwise write unknown.
02Why now?
What makes this a priority alongside everything else they could spend time or money on? A deadline needs a source.
03Why this offer?
What are they comparing you with, including doing nothing? What matters to them that your offer can credibly deliver? Could this answer apply to almost any buyer? If so, make it specific to this opportunity.
04Why believe it?
Which claim needs proof? What evidence have they seen, and what did they say about it? A case study is useful when it addresses their concern.
05How does buying happen?
Who else is involved? What must they approve, and what would adopting the offer require? Include budget, procurement, implementation and switching effort where relevant.
Seeing the same issue across several deals?
Bring the opportunities to a conversation. We’ll look at what they have in common and what to fix first.
A 25-minute conversation. No preparation required.