Not surprisingly, Sirius Decisions’ buyer research shows the same thing, from the other side of thee coin. “They want help doing their own marketing.” “Marketing has to be more effective and there must be more alignment between sales and marketing,” Neeson said, noting that salespeople say they would benefit from pipeline acceleration programs, better leads and initiatives they can launch themselves to connect with buyers. “More people are involved in the decision process than ever before.”įor salespeople, this means that essentially the top third of the buying process is gone, meaning it is essential to try and get into the buyer’s journey earlier in the game. “Buyers have connected more with their peers at this vendor selection phase, and industry analysts,” said Neeson. “They’ve probably even looked the salesperson up on linked in, looked at the company website and put them in a bucket,” said Neeson.Īt this point, it is important to be able to demonstrate an ROI for your solution, but it must be highly customized to the prospect’s needs.
When buyers get to the point where they are considering solutions, they have already positioned in their mind the vendor and their offering. Salespeople have said they want to focus more on where they can be more effective.” “Thought leadership and subject matter expertise are their best shot. This means that salespeople no longer focus as much attention on the education phase of the process when it comes to nurturing leads, said Neeson. “Prospects want to speak to a salesperson who can quickly communicate the value of their proposition,” said Neeson. This was followed by buyers requiring more and earlier ROI, and buyers being less likely to engage vendors earlier, instead preferring to try and figure out things on their own.įor salespeople, key inhibitors to their success include insufficient leads, too many products or offerings to know, and not enough knowledge about their industry or solution. “Salespeople thing they’re going into a discovery call and suddenly find them self neck deep in negotiations.”Ī Sirius Decisions survey found that salespeople cited buyers being more informed than ever, thanks to access to more data and peer networks online as their number one concern. “The way we do business has changed drastically,” said John Neeson, managing director of Sirius Decisions, at the recent Sirius Decisions Summit in San Diego. Today’s B2B buyer no longer sees talking to a vendor as the first stop on their road to making a purchase.īy the time most purchasers start talking to a salesperson, they’ve already done their own research via web searches, social media, online reviews and numerous other sources.
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