New Ways to Win New Customers
Many technology organisations with high value complex sales engagements find themselves getting 80% or more of their revenues from a tiny proportion of their market. As legacy propositions commoditise and margins are eroded, growth stagnates.
Organisations know they need to find ways to win new customers, take new propositions into existing customers and increase the strategic value they deliver; but the strategies deployed to achieve this are often failing. Why?
It is your newer value propositions that are the route to increasing your wallet share in existing customers and winning new customers; however these propositions are also the hardest to sell. New concepts are harder to articulate, clients do not already recognise how they will get a return on their investment, you need to access different buying centres – usually engaging with more senior individuals as organisations will view these investments as higher risk. In many cases your biggest competition is “do nothing”.
This Quarter, Next Quarter
Whilst your enterprise field sales teams have the knowledge and skills to handle these challenges, they are focused on opportunities that will close this quarter and next, often don’t have the bandwidth and are too expensive a resource to concentrate on building new pipeline. You may have invested in creating a demand centre which meets the needs of your run-rate business but doesn’t work for your newer or more complex propositions.
A Wise Investment
Organisations are increasingly realising the need for a dedicated best-in-class Business Development function. This function should be able to articulate complex messages to senior Executives, utilise the same advanced sales skills and methodologies your enterprise field sales teams are deploying, build and execute target account plans in conjunction with Account Managers and work collaboratively to develop the opportunities they find beyond the first engagement with field sales to maximise the pipeline generated, reduce funnel leakage and ensure that sale expenditure is invested wisely.
This has been Clarify’s business for the last 10 years.
- Zone to Win – How leading tech firms are creating breakout growth
- Are you rewarding your sales team for not supporting your sales transformation?
- The importance of complexity and how it drives sales transformation
- Optimising Business Transformation through Marketing Alignment
- Rethinking Client Acquisition: A practical case study for successfully executing sales transformation across a European business