The traditional B2B Go-to-Market Strategy has shipwrecked. The way companies buy B2B products has changed a lot in the last 10 years, yet the way most companies operate – and their enabling technology – hasn’t evolved nearly enough to keep up.
3 Reasons Companies (and their Technology) Must Evolve
- Rise of buying committees: The buying process has become increasingly non-linear, which breaks the traditional “baton-handoff” model between sales and marketing. Furthermore, there’s not just one individual that’s signing off on a large, strategic deal. We all know there are multiple stakeholders involved in purchasing decisions, and we’ve all felt the effects when not everyone in the committee is on the same page. As companies have become more risk-averse, buying committees have continued to increase.
- New sales engagement tools: Sales are now responsible for more of the top of the funnel with their own demand generation. With the rise of sales engagement tools, reps are often sending as many emails as marketing. The biggest challenge is there’s limited visibility into that activity and its effectiveness.
- Poor marketing & sales alignment: Because of the rise of buying committees and sales engagement tools, there is a greater need than ever for revenue teams to be aligned if they want to deliver a great customer experience. However, it has become increasingly harder to do so. When each team operates out of its own technologies, critical data and information is siloed.
3 Ways to Succeed in this New B2B Reality
There are things that companies can do right now to adapt and succeed in today’s B2B environment.
- Target best fit accounts and decision-making groups. Now, more than ever, companies are starting to look more strategically at priorities and investments for the coming months and into 2021. In this context, shifting resources from broader marketing and sales approaches to more targeted and personalized ABM initiatives is essential. Sales needs a way to target and prioritize accounts even more effectively.
- Focus on the entire customer lifecycle and work as a team across marketing and sales. Most marketers are exclusively focused on generating new business, yet the rise of recurring revenue models and the increased importance of expansion revenue means the vast majority of revenue is generated after the initial sale. This is a fundamental mismatch that needs to be resolved.
- Orchestrate plays across channels and departments. Sales needs to fine-tune the coordination of programs and plays with Marketing. The explosion in marketing noise has made it more difficult to reach buyers through digital channels, making it more important than ever to orchestrate human and digital touches. When you reach true orchestration, you can accelerate revenue creation in a predictable and scalable manner.
Introducing Scout for Sales
Scout for Sales helps sellers and the teams supporting them, including BDRs and marketing, share visibility into what’s happening in target accounts, then use those insights to execute coordinated plays to find, win and progress opportunities.
Capabilities include custom alerts with timely and actionable engagement insights, communication history tracking, proactive contact identification, CRM updates, and simplified territory management and account assignment. Together, these features help sellers know their accounts and easily prioritize their focus to maximize productivity and results.
Visibility into accounts and prioritization of who to engage is essential to maximize sales productivity and quota attainment. Sellers need to know what’s happening in their target accounts: who is actively engaged and who is not, where there are contact gaps, when there are changes in intent and other behavior, and more. At the same time, sellers don’t want to dig for information across multiple systems, or do admin work that takes time away from selling.
The Scout solution’s features make it quick and easy to see what you need to know and take action.
Account and Contact Insights: Ensure all contacts and activity are accurately assigned and tracked with Engagio’s lead to account matching. Use quick cards to dive into engagement data, or to see heatmaps that indicate where there are gaps in target persona or role coverage at all deal stages.
Unified Account Inbox: Save time on meeting prep and marketing alignment with automated, easy-to-read views of every email, meeting, and marketing response from accounts and contacts. Make it easy for sellers to review account activity before meetings with customers and managers. Help reps in new territories get up-to-speed on account history, which is automatically recorded to ensure consistency and completeness.
Activity History: See everything happening in target accounts, including a complete picture of engagement with sales and marketing activity. Reps can prioritize outreach based on current engagement volume and quality, including activity from sales emails and meetings plus marketing touches and intent data. Engagio’s engagement minutes scoring engine automatically assigns values to different activities so the most meaningful engagement gets attention first, and engagement across accounts – not just engagement from individuals – is seen and acted upon.
Intelligent Account Record Updates: Save time on adding new contacts to accounts since Scout automatically finds and adds new contacts from emails and calendar meeting threads, or create them manually and sync them to CRM without leaving Scout.
Take Action: Work more efficiently by viewing people in LinkedIn Sales Navigator or take actions from your integrated systems directly in Scout. (Add/Remove from Salesloft Cadence, Add/Remove from Outreach Sequence, Add/Remove from Salesforce Campaign, Add to Marketo Campaign, Enroll/Unenroll in HubSpot Workflow, Create Task, Change Account/Person Data.)
Want to learn more about how Scout for Sales can help you get deeper insights into your target accounts and engage buyers? Request a demo today.