This article is worthy of c-suite, marketing and sales management consideration. The finger-pointing on who is to blame is an age-old quandary, but author Bruce Scheer clearly exposes the opportunities being missed in marketing groups. He is also is spot-on regarding the issue with value connection.
Source: Marketing Profs, May 3, 2017.
That’s one of the key reasons 37% of sales reps are failing to hit their quota: They are not given the right positioning, content, and ROI selling tools that enable them to have high-value selling conversations — value as perceived by the buyer. It’s why reps are inconsistent in being in sync with buyers’ needs, communicating value, and closing more deals.
INSIGHTS: Scheer exposes a painful reality frequently experienced in the animal health market. Often, after years of development, new products are launched without customer-focused, preparatory work being completed. In a haste to meet revenue goals, the value proposition is not fine-tuned to drive demand. Executives must demand marketing work to gather the outside perspectives to ensure messages are actionable.