Accelerating Revenue In A Changed Economy

A long time ago, a savvy marketing consultant told me, “The role of the sales person is to teach the customer how to buy”.  That is still true, but the wisdom has morphed a bit with the times – as wisdom is wont to do.  Today’s B2B buyers control their own journey through the buying cycle much more than today’s sales person controls the selling cycle. Although it varies with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out for a sales person.  For many product categories, buyers now put off talking with sales people until they are ready for price quotes.  This new dynamic changes the role of B2B marketing in a fundamental way.  “Lead Generation” was generation 1.0 of “Lead-to-Revenue Management”.  It’s no longer enough to provide qualified leads to sales.  It’s still necessary, but it is no longer sufficient.  In 2013, it’s the role of marketing to guide the customer through the early stages of the buying journey.  Today, marketing owns a much bigger piece of the lead-to-revenue cycle.  B2B marketers must take responsibility for engaging with the customer through most of the buying cycle.  This new remit is not without its challenges: vision, resources, organization, skills, process to name a few. That’s why I am getting more and more excited as my colleague Peter O’Neill and I toil on creating the “just for marketers” track at the upcoming Forum for Sales Enablement Professionals in Scottsdale, Arizona on March 4th and 5th

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