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The Evolution of B2B Selling: Focus on Helping Customers Buy
Many B2B companies are experiencing longer sales cycles, declining win rates, and increasingly unreliable forecasts—not because their sales teams are ineffective, but because their customers are struggling to buy.
| Executive Takeaways |
| B2B buyers face overwhelming complexity, not a lack of information. |
| Long sales cycles and no-decisions often reflect buyer indecision, not sales failure. |
| Winning sellers focus on boosting buyer confidence, not pitching products. |
| Helping customers buy is now the key to competitive differentiation. |
Marketing…the big “M” and the little “m”
Mon, Feb 22, 2016 — When it comes to understanding the function of Marketing, there are often common words that enter the equation like “website”, “brochures”, or “sales collateral”. While these are tools that typically originate from the Marketing department, they only scratch the surface of what Marketing encompasses in total. A wise person once characterized the poorly understood function in the terms of “there is a big 'M' in Marketing and a little 'm'”. Wow, that is profound. So, what do we mean when we say the big “M” of Marketing?
Growth Opportunity: The Demand Chain
Mon, Mar 19, 2012 — Efficiency Only Goes So Far The last ten years of American business have been focused on integrating and perfecting operational efficiencies through the perfection and active management of the Supply Chain. For the last couple of years of economic turmoil, many companies have almost exclusively focused on supply chain efficiencies as a strategy for survival. Now the challenge is taking the expertise and company culture focused on linear thinking and introspection of the supply chain and start growing again.
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Who’s Looking Out Your Window for You?
Tue, May 31, 2011 — This week I attended a leadership event sponsored by the Greater Houston Partnership. One of the panelists was Dr. Ed Young, the Senior Pastor of Second Baptist Church in Houston. In addition to being a strong man of faith, Dr Young is also a very strong leader as evidenced by the growth of Second Baptist from 300 members to approximately 60,000.