In this episode of Be a B2B Leader, we interview Andrei Zinkevich to learn more about selling to enterprises and how it's different from selling to startups or consumers. Andrei explains what the buying cycle in such organizations looks like and how the buying committee is structured. Moreover, he gives a great analogy of why sales, marketing, and customer success have to work closely together as one team to sell high ACV products or services. He shares how we can align those teams and why communication is one of the most important aspects. Later he gives us examples of warm-up campaigns you can do to set yourself up for success. We also talk about the importance of customer interviews and why it's crucial to learn why you win or lose deals.
0:55 - What should every b2b leader know about the buying cycle in enterprises? The committee structure
6:30 - How you can identify blockers and what you should avoid when interacting with them
12:45 - Who should run customer interviews when selling to enterprises?
14:40 - Why do sales and marketing have to be one team to grow business? - great football example
18:30 - What does it mean to be aligned
22:00 - It's all about communication
24:14 - 4 examples of warmup campaigns - what are warm-up campaigns and how you can use them
30:00 - Don't think you can sell to enterprises as you sell to DTC or startups
