From the survey of over 350 decision makers:
> Almost three quarters (74%) say Providers focus too much on their product features and technology, rather than the benefits.
> Nearly half (48%) don’t think Providers do a good job of communicating the business value (outcomes) that their technology and services provide.
> Customer stories and case studies are the best way that providers can communicate differentiation that buyers trust, this according to 70% of the decision makers surveyed.
Buyers have changed and are now more numbers centric, demanding more financial justification, as well as being risk averse, wanting assurances that other customers have achieved significant value and are willing to shout about it.
The challenge: Reshape your marketing content and sales conversations from pitching-products to better communicating and quantify…