This post is the third of three guest blogs contributed by Peter Ostrow, VP and Research Group Director of the Customer Management and Sales Effectiveness practice for the AberdeenGroup, a Harte Hanks Company
The previous blog posts in this series have introduced Sales Enablement as a must-have that’s essential for modern marketing and sales teams that hope to keep up with the pace of change they see in the B2B buyer’s journey. Tell a better story than that of your competition. Make it all about the customer’s needs, we’ve proven this with data. Get in front of your buyer with every relevant app loaded on your tablet, the research finds. All true, and all tied together with one truism: content-driven marketing is everything, except that you also need content-driven selling to fully seal the deal as often, and as effectively, as Best-in-Class companies.