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For Technology Sales Enablement Professionals
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July 15, 2009 Pick The Right Sales Strategy To Sell To InsurersACORD/LOMA Tech Exhibitors Exemplify Three Go-To-Market Approachesby Ellen Carney, Scott Santucci with Eric G. Brown, Christina Lee |
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Executive Summary
When sales teams can tie their offerings to customers' business outcomes, deals move forward. Go-to-market planners target vertical industries like financial services to articulate that value connection within a group of like-minded buyers and boost sales. A vendor's ability to execute its insurance industry strategic plan is based on its ability to select and scale to the right go-to-market model. Forrester has observed three distinctly different vertical selling patterns that are each well suited for different situations and desired relationship levels with insurance companies. Conversations with insurance chief information officers (CIOs) and a visit to this year's ACORD/LOMA insurance conference reinforce these distinctive approaches. Firms like IBM, Oracle, and Microsoft offer clear examples of repeatable models that can be leveraged to expand wallet share, improve loyalty, and increase margins.
TABLE OF CONTENTS
- Senior Insurance Buyers Are Not Getting Vendors' Industry Message
- Go-To-Market Models Link Insurance Industry Sales With Marketing
- Effective Insurance Sales Strategies Mean Aligning Three Different Models
RECOMMENDATIONS
- Match Go-To-Market Patterns With Customer Realities
- Supplemental Material
- Related Research Documents
This is an excerpt
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