In today’s B2B marketing landscape, your strategy must be targeted in order to reach your growth goals. Whether it’s digital marketing, inbound marketing, direct marketing or the actual sales conversation, buyers expect a personalized approach. To get to the point of (successful) personalization, your organization must understand buyer needs. Truly understanding them is a bottleneck in the Sales Enablement environment.
This problem occurs when there is too much of an emphasis on product features, rather than the buyer themselves. Focus too much on your product and you risk losing your customer. Successful companies manage to link product value with buyer need. In order to execute this optimely within your salesforce, you need to develop cohesive messaging. Both marketing and sales are responsible for this. In order to give you a better understanding of these two stakeholders, we'll dig deeper into both stories: