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For B2B Marketing Professionals

Engineering Valuable Sales Conversations

Forrester's Model-Map-Match Approach To Client-Focused Sales Messaging And Value Delivery

November 12, 2008

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Authors

  • By Scott Santucci
  • with Bradford J. Holmes,
  • Robert Muhlhausen

Why Read This Report

Technology buyers are in the midst of redefining their relationships with vendors, anointing just a few as value-added partners while relegating the bulk to the commodity supplier heap. To succeed in this dog-eat-dog world, sales enablement professionals must engineer a strategic program that empowers sales teams to efficiently configure messages, product combinations, and conversation strategies that match clients' needs and buying patterns and knock their socks off. Forrester's Model-Map-Match framework reflects the customer-centered foundation that underpins go-to-market approaches that systematically — and efficiently — differentiate a vendor's products and business value from the pack.

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Table of Contents

  • Market Forces Are Fundamentally Altering Tech Buyer/Seller Relationships
  • Technology Vendors Are Passively Coping With The Complexity
  • Engineered Sales Conversations: The Key to Effective Sales Enablement
  • RECOMMENDATIONS

  • Start Transforming, While Performing
  • WHAT IT MEANS

  • Vendors Are At A Fork In The Road
  • Related Research Documents

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