The New B2B Sales Playbook
B2B sales have changed forever. But how can companies adapt to this new era of Digital B2B Sales?
Build the right team
Organizations must have cross-functional teams that can create global repeatable processes. This will allow them to develop go-to market content with a holistic approach. These processes should be simplified with the aim of creating standard marketing assets that are industry-focused. It is crucial to involve regional stakeholders in content creation and to include feedback from global field sales and marketing teams.
Create content that explains your offerings
Your team must ensure that your content is outcome-based. This means that it is focused on clients’ problems and not the products or services being sold. This team should create the infrastructure to house the content on their internal landing pages.
However, a portion of it can be made available to clients via social media channels and digital channels by marketing teams.
Awareness is key
Push your content to the market. Leaders need to communicate the company’s go-to market program and its content throughout the organization. Leaders must ensure that the content is accessible to all salespeople. Salespeople should be able push the content to the market using platforms for distribution, and possibly sales productivity tools to track and measure performance.
Demand generation teams must share leads with sales
Sales teams can share leads from demand generation. Some of the actions taken by sales will result in leads. This includes sending content to prospects and posting it on selected digital media platforms.
In other cases, like when prospects are led to a corporate website that collects customer information, sales leads will need to ensure that information is shared with the field, otherwise the field will not be properly incentivized.
Multiple levels of measurement are possible. Reps must be able monitor their content’s performance, including the impact on deals and views. The organization can continue to build on the sales content that is gaining traction and eliminate collateral that does not. For quality content to maximize leads and quality, internal performance metrics must be available. This ensures that sales motions are only included in the content library that provide value to both clients and the field.