The B2B Value Sale is Actually Three Distinct Sales

The B2B Value Sale is Actually Three Distinct Sales

by Jim Burns on Dec 7, 2016 in Sales Alignment

Companies trying to execute a B2B solution or value sale must overcome selling problems that start at the prospecting stage and persist to the end. Symptoms include too few quality additions to the sales pipeline, protracted and lengthening sales cycles, and low win rates. A significant cause is sellers haven’t realigned messages, sales conversations, and sales […]

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Selling Into The “Hidden Opportunity Market”

Selling Into The “Hidden Opportunity Market”

by Jim Burns on Nov 8, 2016 in Content Marketing

We used to say, “sell ahead of the RFP.” Then, for more than a decade we’ve been telling clients, “sell ahead of your competitive herd.” Now we’re telling them, “sell into the ‘hidden opportunity market’.” As a result of recent client work, I’ve re-examined CEB’s Challenger Customer for clues on how to improve B2B sales […]

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The Most Under-Served Content Requirements

The Most Under-Served Content Requirements

by Jim Burns on Nov 3, 2016 in Content Marketing

I received a call from a colleague who started a new sales job with a software company. “We have no good content to serve as door openers, or to nurture target accounts who aren’t ready to meet. All we have is product collateral.” Sales content for key sales engagement points are the most underserved content […]

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Challenger Customer Implications for B2B Sales Professionals

Challenger Customer Implications for B2B Sales Professionals

by Jim Burns on Nov 2, 2016 in Content Marketing

Most sales executives I’ve asked about their view on CEB’s book Challenger Customer have completely missed the value for their sales program. “Oh yeah, I read Challenger Sale a couple of years ago, good book.” In our view, Challenger Customer is a must read for sales leaders who are trying to execute a “value selling” […]

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Top 3 Causes Of Poor Or Missing Content [Video]

Top 3 Causes Of Poor Or Missing Content [Video]

by Jim Burns on Sep 1, 2016 in Content Marketing

In this digital era, content is a primary driver of sales and marketing performance. Poor or missing content is an under-appreciated reason B2B selling organizations experience lower than projected new customer acquisition and revenue growth results. High selling costs are both a symptom and additional casualty. In addition to adverse business impact, companies experience content costs […]

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30-60-10 B2B Content Strategy

30-60-10 B2B Content Strategy

by Jim Burns on Jul 14, 2016 in Content Marketing

Companies struggle to keep up with the content demands of a digital business environment. In the content business, create vs. curate is similar to the traditional business decision of make vs. buy. To the degree companies develop a formal B2B content strategy, deciding this mix is one decision output. What if there’s a third way? This […]

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