Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
- Many companies have founded their go-to-market strategies on a single European market
- Uncertainty continues to exist today about how and when the U.K. will leave the European market
- This uncertainty creates an opportunity for portfolio marketing leaders to prepare for a post-Brexit go-to-market strategy
- Consider your sales audiences and their circumstances when setting up sales knowledge transfer programs to be successful
- Leverage the SiriusDecisions Sales Persona Framework to capture the needs of various sales audiences
- Work with sales enablement and the Activity-Based Learning Framework to deliver just-in-time learning to the sales force
- Misalignment between portfolio marketers and sales teams leads to unused collateral and failed launches
- Portfolio marketers are responsible for adoption of their messaging and sales knowledge transfer is a primary mechanism to do so
- Sales knowledge transfer should not be a one-way street; use the tribal knowledge within sales to create alignment
- Sales personas are as diverse as buyer personas – therefore, portfolio marketers must have a deep understanding of their needs
- Many B2B organizations have global account managers, solution specialists and sales engineers
- Treating these three sales roles similarly would not produce the right results for sales or portfolio marketing