Koen De Witte, CEO, Leadfabric & Juergen Heyman, VP, EMEA of SPI
The internet has made B2B buying behavior very volatile and is creating several challenges for marketing and sales all the like. That is THE common thread you¹ll often pick up during demand generation conferences. It’s then said that the marketing team needs to step up and do a better job facilitating the early stages of the buyer¹s buying journey. While that is certainly true, what does it really mean? Driven by the aggressive sales pitch from marketing automation vendors we are led to believe that all of a sudden marketing needs to take over from sales, that the buying process is a simple linear process that can be fully automated and where the value of sales is losing in importance and impact.
Yet, research data from companies like Sirius Decisions has shown that best in class organizations get 30% of their income through marketing- sourced leads. This means that still a whopping 70% of the business needs to be sourced by sales. And that’s not all: after the lead has been identified, qualified and part of the sales cycle, sales teams also need to deal with the buyer and his volatility. Buyers in a 2.0 world are more knowledgeable, have developed their own insights and have (predetermined) expectations once they have decided that the time is there to get involved with a potential vendor. Welcome to the buyer 2.0 world.
During this session Jurgen Heyman, VP Sales Performance International, the Solution Selling® company and Koen De Witte, MD LeadFabric will explain: