Hello Fellow B2B Marketers, this weekly blog post highlights our ongoing research focused on B2B revenue acceleration, as well as an exclusive look into what outputs you can expect in the coming weeks. Kick off your week here every Monday to get a burst of support for your professional success.
Forrester hosts its Sales Enablement Forum in Scottsdale, Arizona, on March 4 and 5, 2013. Attendees will engage as a community with a shared focus on driving revenue, hear success stories in process from their peers and leading B2B practitioners, become immersed in the latest thinking and data from Forrester including face time with analysts, all in the comfort of the Camelback Inn Resort & Spa. Over the next few weeks, Marketing Mondays will spotlight the themes of the forum through a series of Q&A sessions with attending analysts. This week I sat down with Norbert Kriebel to discuss his track at the upcoming forum.
Ah, the good ol’ days, when technology customers just wanted smaller, faster, and cheaper. Well, they still want that, but that’s not all they want. They want business outcomes: the differentiated business capabilities that technology makes possible realized with minimized risk.
Today’s business technology buyers are embedding technology deeper into their organizations. They’re using technology to not just record business, but to uniquely mediate customer interactions, stream offerings, and shape market futures.
These differentiated business capabilities are complex, requiring customers to effect a multitude of trade-offs, implementation choices, and organizational changes. The journeys businesses take to achieve differentiated capabilities are uncertain. Outcomes, therefore, often are unknown.
Business technologists have learned the hard way that happy outcomes are not achieved simply by purchasing the right stuff. The real challenge is to successfully transform technology investments into business capabilities, at the least cost, risk, and time.
Ultimately, business technologists have learned that outcomes are co-created by vendors and users.
But most vendors are still set up primarily to sell products. Product portfolios, marketing activities, and sales behaviors still presume that customers largely are passive in the value-creation process, as though the act of buying and achieving outcomes was one and the same.
Most vendors simply do not try to sustain engagement across a customer’s entire outcome lifecycle.