Shifting Buyer's Attention From Cost To Value: Are You Your Own Worst Enemy?

The structure and scope of your go-to-market strategy may be the reason why your customers focus so much on cost. If the primary objective of your sales and marketing strategy is "getting selected," you are probably your own worst enemy in the market. The value that customer stakeholders see in your product, solution, or service is relative to the value they perceive it will generate for their business — as well as their personal business objectives. Stakeholder centricity can help you ensure that your go-to-market strategy and execution stays focused on proving business value to your customer stakeholders. This is a mindset and behavioral change that you need to apply to all elements of your go-to-market strategy and, more importantly, to the employees in the business divisions that have direct contact with customers.