According to Nick, functions in traditional B2B tech companies mostly stood alone in their goal of driving revenue - that is if they even saw revenue production as their goal. In Nick’s archipelago analogy, each function - product management, marketing, sales, and customer success, operated as its own island, sometimes with bridges connecting them, but not tightly bound. And the BIG person on campus with the most control was sales. But the expectation for more convenience and self-service, experiential buying is causing a real disruption in the role of each function and their connection to one another. Millennial buyers, the group making more and more of the decisions, are heavily influenced by their B2C experiences and are looking to match this experience in how they buy software and technology. Therefore, you need to start with much more compelling content to grab prospects attention and then give prospects the freedom to explore the product and hear from customers on their own. Building trust, virtually or digitally. And ultimately time the outreach from sales, at just the right moment, by watching the engagement of each prospect.
Connect:
Connect with Nick on LinkedIn and check out FunnelVision's website.
Connect with Greg on LinkedIn and check out Omedym’s website and their LinkedIn and Twitter
