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jonerp : cycle   18

Buying – A (Small) Piece of the Puzzle
"It is really important to remember that people don’t buy things to buy them. They buy to solve a problem or satisfy a desire. They want to get something done. You don’t buy a house and then just admire it and do nothing with it. Buying the house often triggers more buying as you “make it your own.” You get value from buying the house because it is a great place to live and it makes you happy."
go-to-market  b2bsales  buying  cycle  enablement  problem  solving  sales  value 
september 2018 by jonerp
What I Look For When Reviewing Web Sites - by @barnes_hank
"What makes you special: This is about differentiation. Being clear about what sets you apart from competition (and, hint, it’s not your people) is critical. You have create contrasts that lay the groundwork for preference.What do I normally see? No comparisons, no terminology that starts to connect to differentiation. Or, vague statements of differentiation (like the people claim) that are made with no context of what the comparison is."
go-to-market  buying  cycle  process  differentiation  messaging  questions  to  answer  review  web  site 
march 2018 by jonerp
Digging Deeper Into Technology Buying in 2018 - by @barnes_hank
"Our team has just received the preliminary results from our latest research effort and the data is fascinating. It will make its way into a wide variety of research notes and presentation throughout the year. Among the things we’ll be exploring include:

The number of planned and ad hoc buying efforts enterprises contemplate, cancel, and complete over a two year period.
The drivers for ad hoc projects
Buyer communications strategies with vendors
Whether individual interest is consistently a buying signal
A deeper look at buying paths, including span of authority for typical buying team members"
go-to-market  buying  cycle  communications  customer  life  cycel  demand  generation  sales  strategy  situational  awareness 
january 2018 by jonerp
Questions to Answer - by @barnes_hank
"When we work with tech providers, they are constantly looking for help and advice on messaging and storytelling. There are so many things to consider that it can be overwhelming. What content formats are needed? How should we message to personas (a dangerous approach in B2B). What type of stories do we need? How does content serve the buyer journey? And the list goes on and on."
go-to-market  activity  streams  buying  cycle  content  personas 
december 2017 by jonerp
Urgency and the Buying Process - by @barnes_hank
"There are 4 categories of urgency that come to mind for me–in order of opportunity value for a provider being legitimately considered.

Buyer Acknowledged Urgency – This is a situation where they buyer understands and is committed to change. I spoke to one company in the recent past who made a decision to purchase an employee performance management system in 4 days! How/Why? Because their board mandated that a system be in place by the start of the new year. If not, the repercussions would be significant. These are often the source of “bluebirds” and your best approach, once you know the customer has this urgency, is to make it as easy as possible for them to buy. And quickly."
go-to-market  buying  cycle  customer  experience  marketing  effectiveness  messaging  sales  urgency 
december 2017 by jonerp
Gartner’s Hype Cycle for Emerging Technologies, 2017 Adds 5G, Edge Computing For First Time
"Gartner added eight new technologies to the Hype Cycle this year including 5G, Artificial General Intelligence, Deep Learning, Edge Computing, Serverless PaaS.
Virtual Personal Assistants, Personal Analytics, Data Broker PaaS (dbrPaaS) are no longer included in the Hype Cycle for Emerging Technologies."
featured  posts  technology  software  ai  amazon  web  services  analytics  artifical  intelligence  cloud  computing  landscape  deep  learning  gartner  hype  cycle  for  emerging  technologies  louis  columbus'  blog 
september 2017 by jonerp
Digital Disruption Demands Demystification (Hype Cycle Season) - by @barnes_hank
"And finally, one last point that many people seem to forget. If a technology falls off the hype cycle, it is not a bad thing. It means that that technology has made it to the mainstream market. Customers can be comfortable that there are a variety of choices, proven paths to success, and the possibility of cost savings. For providers, it means they are at the stage where most of the spending happens. The investments in getting to that point can now pay off. (Note: The only exception to this is for technologies that become “obsolete before the plateau.” That, indeed, is not a great thing.) The mainstream is where the real money is made."
go-to-market  disruption  hype  cycle  strategy 
august 2017 by jonerp
Asking Your Customers For Help - by @barnes_hank
"Here’s a sample list of things you can ask your customers (btw, if you have a customer community–for service or advocacy–this can be really easy, but it’s not that hard without one):

Where do you go looking for information?
What influencers do you trust? Which ones don’t you trust as highly?
How hard is it to find information you need on our Web site?
What do you think of our new collateral?
What steps do you follow to make a purchase?
When do you start preparing the business case to justify extending a subscription service?
What slows down your buying efforts the most?"
go-to-market  buying  cycle  customer  experience  influencers  insight  research 
august 2017 by jonerp
Master the Discovery Demo to Balance Prospect Demands with Your Needs - by @barnes_hank
"The next time a prospect asks for a demo before you think you know enough, don’t say “no.” Instead, use the demo to facilitate discovery. There is a good chance you’ll both be pleased with the result."
go-to-market  buying  cycle  demonstration  discovery 
october 2016 by jonerp
In Enterprise Tech, Sell Broadly Is The Only Answer - by @barnes_hank
"And a big thing not to do: Don’t lock out IT. Yes, the IT group may not have control of as much of the technology budget as they used to, but they still have a big budget AND they still are involved in most purchase decisions (of any scale—think beyond the pilot). In fact, people in IT roles tend to be involved in many different buying projects concurrently."
go-to-market  buying  cycle  enterprise  sales  team  tech 
september 2016 by jonerp
Hype Cycle Reminders For Tech Providers - by @barnes_hank
"The Trough of Disillusionment represents opportunity. When I talk to some providers they feel like the trough is a bad time for the market. The reality is this is a sign of needed maturity. Opportunity in the trough comes from switching from talking about what is possible to talking about what is reality."
go-to-market  hype  cycle  innovation  market  clock  marketing  sales 
august 2016 by jonerp
How Hard Do You Make The Enterprise Buying Decision? - by @barnes_hank
"As you think of your solution, are you forcing lots of groups to say “yes”? In those cases, is your solution compelling enough, across the board, to get all those “yes” votes? If you do have a broad solution, and are new to the market, you may want tominimize the number of “yes” votes you need to obtain. Focus on one key area that appeals to one group for entry–using the other capabilities as differentiation and sources of future value. Don’t push too hard for that broad commitment out of the gate."
go-to-market  customer  life  cycle  situational  awareness  strategy 
august 2016 by jonerp
Beyond the Buying Cycle - by @barnes_hank
"The activity stream concept continues. The core idea is that buyers don’t compartmentalize their decision process. Because of free access to information, the explore (consider buying), evaluate (consider alternative options), and engage (decide who work with) at the same time–with one stream being most prominent at particular points in time."
future  of  sales  go-to-market  buying  cycle  customer  experience  lifecycle  marketing  owning 
march 2016 by jonerp
When Do We Win (in Technology Sales) - by @barnes_hank
"Provider, take a look at your sales processes and what you consider a win. Maybe it is time to rethink it. How would that impact how your approach sales, marketing, and service? How would that deliver more value for your customers and your business?"
future  of  sales  go-to-market  customer  experience  marketing  cycle 
january 2016 by jonerp
Situational Awareness is Key to Tech Sales Success - by @barnes_hank
"As Gartner continues to explore The Future of IT Sales, one thing became has become increasingly clear. Continued focus on methodology du jours (Challenger Selling, Social Selling, Value Selling, Power Selling, etc.) is missing the point. Continued focus on sales processes that seek to give management a better view of activity, progress and pipeline is also missing the point."
future  of  sales  go-to-market  customer  buying  cycle  journey  situational  selling 
october 2015 by jonerp
Avoiding the Consensus Buy (A Market Traction Approach) - by @barnes_hank
"A major theme of the book is the “consensus buy” and how to better deal with it. The reality is that in most cases there is not a single decision maker–there are multiple stakeholders that all have to agree on the buy. This has been going on for a while. In 2013, our research into buying cycles focused on the important role of buying teams–and the shifting responsibilities that occur throughout the process."
future  of  sales  go-to-market  buying  cycle  challenger  customer  consensus  messaging 
september 2015 by jonerp
Worst Case Scenario for Technology Buyers – No Decision - by @barnes_hank
"In a recent survey that we did at Gartner, we askedB2B technology buyers for the biggest reasons for “No Decision” – times when they abort a buying process. The top 4 reasons were:

Project and Solution Costs Exceeding Budget
Concerns about the Level of Business or Technical Risk
Concerns about ROI
Lack of Budget"
future  of  sales  go  to  market  buying  cycle  competition  no  decision 
march 2015 by jonerp
Delivering the Perfect Demo - by @barnes_hank
"Great demos, as I mentioned in a post a couple of years back, are not about the product–they are about the buyer. A standardized demo does not cut it. For today’s buying approach, I’d suggest that the perfect demo is tailored around two things – the stage of the buying process and the role on the buying team. Its structured improv."
future  of  sales  go  to  market  buying  cycle  demonstration 
february 2015 by jonerp

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