In this episode, panelists provide valuable perspectives and advice on changes in customer buying behavior. The panel includes John Thackston, Vrahram Kadkhodaian, Tom O’Connor, and Jonathan Leaf.
In this episode, our panel of sales and marketing leaders provided valuable perspectives and advice on aligning sales and marketing to drive results. Panelists included Jim Grass, Mike Finke, Phyllis Millikan, and John Thackston.
A new generation of buyers has grown up with the subscription buying model, a model promoted every day through the proliferation of apps offering everything from fitness to finance – all delivered at the tap of a finger.
In his book, Subscribed: Why the Subscription Model Will Be Your Company’s Future – and What to Do About It, Tien Tzuo, founder of Zuora, says executives need to think about how their companies will thrive in a subscription business. According to Tzuo: “If you’re not shifting to this business model now, chances are that, in a few years, you might not have any business left to shift.”
It’s no secret the customer buying experience has changed the relationship between consumers and businesses. In fact, many sales organizations have become irrelevant to today’s buyers. Consumers are more empowered with their own data and research and they are coming to sales organizations with the solutions vs. coming for the solutions. At an Atlanta Sales Leadership Community event we talked to executives from Cox Communications, Kaiser Permanente, and Georgia Pacific about how this impact has affected their companies.
Here are some initiatives your sales organization should implement to meet the demands of the customer buying experience:
In nearly every client and prospect meeting, we are asked about the top trends impacting B2B sales right now. Over the last year, we have seen the top 4 B2B sales trends to be:
- The Internet of Things (IOT for short) and the Digital Economy
- Centralized or De-centralized Sales Organization Structure
- Efficiency vs. Effectiveness
- Social Selling
These trends impact the ability of sales organizations to deliver revenue, margin, customer loyalty, and customer satisfaction. They not only impact sales leaders, but also impact all levels of the sales organization. Sales people should be aware of the trends impacting decisions by their customers. Sales leaders should be aware of the trends that impact them internally and externally.
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