It’s the by-product of an inefficient commercial system.
In more plain speak – it’s the experience your customers have when trying to work with your company. If you are like most B2B companies – this experience is terrible.
The people involved in your commercial system (mostly sales and marketing) are hired as individual contributors with deep expertise and organized into silos of specialization.
Just look at how many different specialist roles there are within marketing?
– Content marketing
– Digital marketing
– Product marketing
And then also all of the specialty roles in sales
– Key accounts
– Sales engineers/experts
– BDRs / ADRs
– Inside sales
If each of these roles are members of a band – how does their music sound?
If a band is off-key, out of harmony, or not even playing the same sheet music – what you get is white noise.
This is what”s happening with your sales and marketing approaches. It needs orchestration.
This is the next frontier of #salesenablement and it’s what we will be ‘experiencing’ in the expert pod I’m facilitating at the Sales Enablement Society Conference.
Sales is simple
Simple is hard