This is an exciting time to be in B2B sales. The transition to a Sales 2.0 mindset has marked tremendous change. When most people see change, they focus on negatives: the challenges, the problems, and the losses. But when great sales leaders see change, they see more than that. They see opportunity.
The fact is the sales process has changed forever. And because many B2B companies have not yet acknowledged that fact, there is more opportunity than ever for those who can adapt.
Recently Iâ€™ve seen various reports and studies that show that B2B companies are not well positioned to meet the needs and expectations of today’s B2B buyer. Acquity Group, for example, conducted a survey this year among corporate buyers with annual budgets of $100,000 or more. The numbers reveal that the upcoming generation of B2B buyers is â€œhighly connected” and that they expect “an easy-to-use and highly-targeted online experience.â€ Yet most companies are still failing to meet this expectation.
The farther we fall behind, the harder we have to run to keep up. Meanwhile, the competition comes nipping at our heels. At the upcoming Sales 2.0 Conference in Boston on July 15, Iâ€™m excited to speak with several top-level executives about how theyâ€™re leading change in their organizations. These leaders are winning because theyâ€™re helping their customers win.
One particular discussion I look forward to moderating is â€œThe New Sales Reality,â€ with Anthony Iannarino, Managing Director of B2B Sales Coach & Consultancy and Matt Bertuzzi, Marketing & Operations of The Bridge Group. In a recent video interview with me, Anthony wisely pointed out that sellers today must understand a customerâ€™s business enough to be able to demonstrate value. Today, buyers are expecting sales teams to help them achieve clear, measurable results. As he said, if you donâ€™t understand how a customerâ€™s business works and general business principles, itâ€™s very hard to have a successful conversation and close a deal.
Sales leaders must make many decisions about how to align people, process, and technology. One of the things that I enjoy most about the Sales 2.0 Conference is that it cuts through the clutter and helps sales leaders identify the specific actions that are going to help move their team in the direction of greater revenue. In an afternoon presentation in Boston, Iâ€™ll speak with Kevin Purcell, Americas Director, Storage Business Unit at Hewlett Packard, about how heâ€™s taking steps to grow sales, despite recent shakeups and a challenging economic climate. Iâ€™ll also talk with Ken Powell, VP of Global Sales Enablement at SunGard. Heâ€™ll detail how he led this company on a complete sales transformation journey. Only a year ago, the company invested $4 million in an internal sales-enablement initiative. To date, theyâ€™ve dramatically increased the effectiveness of their global sales organization.
I truly believe itâ€™s an exciting time to be in sales and itâ€™s an especially exciting time to be a sales leader. I look forward to hearing stories of progress, growth, and opportunity in Boston. You can register to join me there or keep up with reports on the Sales 2.0 Conference blog.