Today, B2B purchase decisions are plagued by cross-functional buying committees, CF”No” scrutiny, and zero-based budgeting. That means everything from initial consideration to proposals to renewals needs to be financially justified.
In fact, the majority of B2B tech buyers (93%) now require a business case for all purchases.
To deliver and scale your value program to not just meet this challenge but accelerate into it, you cannot just develop and deliver spreadsheets and individual tools. You have to take a new approach across the customer lifecycle — from initial attraction and engagement through renewal and expansion. You need to enable all of your revenue teams from marketing to sales to post-sales with the tools, content, and resources they need to effectively quantify and communicate your value regardless of where they meet your buyer on the path to purchase.
In this collaborative roundtable, Mediafly’s Tom Pisello and value-based selling experts from technology companies including Databricks, Ping Identity, Xactly, and Egnyte discuss what they are doing to accelerate their value programs — conversing about their challenges, initiatives, and successes.
“Creating a value acceleration program that can actually be brought to scale isn’t a magic bullet,” says Aaron Froberg, Senior Director of Value Acceleration at Egnyte. “It requires deep discovery of your sales cycle and acute awareness of what your customers are actually needing and responding to.”
“Transform your entire organization, not just your sales reps, to become 100% focused on buyer outcomes. That means tying every product feature, conversation, demo, and proposal to facilitating a valuable business outcome. If you don’t, it just won’t resonate.”
You can listen to the full roundtable discussion here.
To craft or advance your value-based selling strategy today, download our Sales Leader’s Guide to Value Selling in 2022.
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