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For B2B Marketing Professionals

WEBINAR: Improve Cross-Selling By Breaking Through The Comfort Zone Barrier

September 11, 2012

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  • Presented by Scott Santucci


If you are a B2B business, your executive management has probably already articulated that your growth strategy is to "deepen relationships in existing accounts while expanding in new markets." The math looks compelling — if your typical salesperson could only sell 10% more of the portfolio in their territory, the organic growth your organization would generate would be off the charts.

Unfortunately, your company is just like every other B2B business with a broad portfolio of capabilities and blue-chip roster of clients — cross-selling is a lot harder to execute than most leadership teams think. Why is it so hard to effectively arm, skill, and manage salespeople to sell more products and services within accounts they have existing relationships with?

It's actually simple. Your company is asking the sales force to operate way outside its comfort zone and paralyzing its performance with an avalanche of well-intended materials and programs at the same time. In this webinar, Forrester's Technology Sales Enablement research director Scott Santucci will illuminate the "comfort zone" problem and introduce the "five E" growth strategy framework to help you look at your sales force as a portfolio of relationship patterns and identify relatively simple tactics to help drive growth in each segment.


  • Why is it so hard for your sales force to cross-sell your products and services in the first place?
  • What are "altitude levels" and how do they create threshold levels for your sales teams to access the right funding?
  • What is a "role map" and how do you use it to identify different funding sources?
  • What are the "five E" growth strategies and how do they help identify low-hanging fruit revenue generation opportunities?
  • How do you put these concepts together into programs that allow you to achieve cross-selling success incrementally without overwhelming various sales teams?

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