The business consumer has become more self-focused than ever before, challenging marketing and sales teams to give up the reins of their buyers’ journeys and adapting their go-to-market strategies to fully embrace buyer expectations. This concept was discussed in detail during B2B Marketing & Sales 2018, an event hosted by Forrester Research in Austin on October 25-26. During the opening keynote, Forrester’s VP and Research Director Caroline Robertson detailed how B2B buyers today have grown even more indifferent to sellers — expecting to be the center of any form of engagement and to have outcomes that align to their own business goals.
The future of selling, marketing and B2B customer experience continues to evolve and grow. B2B marketing and sales teams are always pushing the envelope, working more closely together to boost efficiency, close deals faster and accelerate growth. Lots of innovation is happening; what’s there not to love?
When SiriusDecisions introduced its Demand Unit Waterfall at its 2017 Summit, the new framework generated buzz and interest as a model for planning and tracking account-based strategies. It also created immediate questions and some concern over how brands could operationalize and apply campaigns around demand units, as opposed to leads.
Predicting the future is difficult, as everyone who has ever put a sales forecast together knows all too well. It’s important: Sales are the lifeblood of a profitable business and it’s difficult to make informed decisions without a good read on what’s in the pipeline for the next quarter. Which customers should the team focus on next? What territories need more resources? What’s the right product price?