Thursday, June 03, 2010

ROI conversations at the wrong time will get you nowhere

In a recent blog post, Scott Santucci, a Forrester analyst who serves Technology Sales Enablement Professionals, highlights how B2B solution providers are investing heaviliy in tools to connect more personaly with buyers, but with a decided lack of process and coordination, these investments are not reaping the promised rewards.

Certainly the need for personalized engagements is strong. As Scott highlights, "We are in the middle of a major transformation in the B2B sales model." driven by customer's "enterprise-wide strategic procurement initiatives .... to buy only what they need at the lowest possible price."  We call this trend frugalnomics.

Scott indicates that B2B vendors are investing in a variety of internal projects designed to combat the frugalnomics trend. Some common efforts include sales and marketing tools to reshape the customer engagement focusing on quantified value. B2B vendors are launching tools to help diagnose hidden issues and quantify the value of proposed solutions. These sales and marketing tools are among dozens of investment initiatives to address changing customer requirements.

Unfortunately, most organizations fail to properly coordinate these independent projects, with dramatic negative consequences.

We find that to maximize the value of B2B tool investments, these tools need to have specific conversations in mind, and focus on specific steps in the sales process - a coordinated playbook and engagement model for tool use is as important as the tool itself.

To learn more, view Scott Santucci's blog at:

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