A lot of time and money goes into strategy. Most strategists at tech firms I work with do a great job talking about creating business solutions and forming strategic relationships. The truth? They are still selling speeds and feeds and are not considered strategic by their buyers.
There is a lot to lose if you don't engage on solutions to real business problems. Buyers are changing. Digital natives are entering into leadership positions and new as-a-service approaches make applications and technology accessible that previously were just the purview of IT.
Buyers of technology today tell us that only 13% of salespeople can demonstrate passable understanding of their business issues.
Enter the new discipline of Sale Enablement. It’s an emerging discipline that is taking hold, where people with a variety of backgrounds and functions — from marketing to sales operations to front line teams to solution groups — are being tapped to “fix the broken things.” These emerging leaders are approaching the problem with a new vision — moving from random acts to purpose-built plans. Shifting the focus from products and services to customer problems. Not just saying “customer-focus” but living it.