The B2B sales cycle has grown increasingly complex in recent years, characterised by multiple decision-makers, extended evaluation periods, and an abundance of available information and experts.
Complexity is not all that bad.
It offers benefits such as more thorough vetting processes and potentially better-fit, long-term customers. It also presents challenges such as prolonged sales cycles, increased resource investment, and a higher risk of deals falling through at later stages.
One thing is for sure, complexity can lead to decision paralysis and competing priorities among stakeholders.
B2B companies have an arsenal of marketing techniques to counter its negative effects: implementing account-based marketing strategies, developing comprehensive content marketing plans, deeply leveraging sales enablement tools and CRM systems, fostering stronger sales and marketing alignment, and offering personalised demos or proof of concept projects.
Nothing really new but extremely hard to implement consistently (new CMO syndrome) and constantly.
Embrace complexity. Adapt your strategy(ies) accordingly and transform complexity into a competitive advantage, ultimately leading to more successful and sustainable business relationships.
After all, business is about business relationships.
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