From understanding customer behavior to tapping into ecosystem partnerships, the secret to winning deals in 2024 is all about knowing who your decision-makers are and how to tailor your approach to their needs.
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PRINCIPLES
Every GTM motion should be a fact-finding mission
Gone are the days when it was enough to build a product that solved a known business challenge and wait for the people facing that challenge to find you.
Today, B2B go-to-market teams need to think of ourselves as being in the service industry as much as anything else. We need to learn as much about our prospects and customers as we can, highly personalizing our approach to solving their problems. Meeting customer expectations for service also includes providing a sophisticated, seamless buyer experience at every stage of the customer journey.
So what is the number-one most valuable resource to a salesperson cultivating a service mindset? Information. Data about where your prospect is in their journey can tell you how and when you can most effectively contribute to their needs. Intel about their mindset and buyer behavior can suggest the best approach.
Buyers today expect suppliers to do their homework; winning teams will invest in being a genuinely knowledgeable partner and using everyone’s time wisely.
TACTICS
Know your decision-makers
McKinsey just released their annual B2B Pulse Survey, polling thousands of business decision-makers to identify “Five fundamental truths: How B2B winners keep growing.”
Part of the survey asked respondents to share information about their behaviors and attitudes toward buying via omnichannel interactions, including their experiences with what delights them, what frustrates them, and what their levels of comfort are with remote sales, e-commerce, and gen AI. This year, the report identifies three distinct decision-maker archetypes according to their varying preferences and needs.
Ecosystem-Led Growth strategies are uniquely suited to help you adapt to the preferences of each of these buyer personas:
Adapters. Forty-four percent of this year’s B2B Pulse Survey respondents are highly relationship oriented. While willing to try new channels, they tend to stick with patterns that they are familiar with and are slow to try new experiences, channels, and suppliers, even when the status quo is less than satisfactory.
How ELG helps win these buyers:
These decision-makers rely on trust and the people and patterns they know – such as any of your partners who already have these buyers as a customer and can make a recommendation, warm intro, and case about why your tools together provide an ideal solution.
Innovators. Twenty percent of respondents are on the cutting edge when it comes to newer technologies, including using gen AI to research suppliers. They are highly likely to be on any and all digital channels.
How ELG helps win these buyers:
These decision-makers are looking for best-in-class solutions, meaning building a stack that works together seamlessly for maximum effectiveness. You can win these deals by working closely with your partners to co-sell and tell better-together stories that speak to these buyers’ forward-thinking perspectives.
Seekers. Thirty-six percent of respondents demand a seamless omnichannel experience. If they don’t get it, they are quick to seek out a new supplier. They’re also prepared to spend big online.
How ELG helps win these buyers:
Working with partners to tell a single story about your combined solutions, along with recommendations from already-trusted partners, will speak to Seekers’ strong preference for a buying experience that meets them where they are at every touch point.
SHARE YOUR INSIGHTS
The Future of Revenue survey
As a GTM leader, your experience and insights are crucial to understanding the direction of revenue strategies in our industry.
We’ve partnered with Pavilion to survey GTM leaders, and we’d love it if you could take 7 minutes to share your thoughts.
It’s completely anonymous, and as a thank you, you'll get early access to the report before its official release PLUS 15% off your ticket for GTM2024 (Oct 14-16 in Austin, TX) where Crossbeam CMO Alex Poulos will share the results LIVE on stage.
Stuff you don't want to miss!
- September 24th — GTMNow Live: The Future of Outbound: An Ecosystem-Led Approach — Outbound is changing and ecosystems have never been more important. Join go-to-market leaders from Crossbeam, Pattern, and Atlan as they discuss the shift towards an ecosystem-led approach in outbound sales. Register now.
- September 26th — Dueling Perspectives: The Great AI SDR Debate — Join Sangram Vajre, Co-Founder and CEO of GTM Partners, and Matt Milen, Co-Founder and President of Regie.AI, as they share the real potential of AI in sales development and its implications for your GTM strategy. Register now.
- October 1st — SalesIntel Annual Summit — SalesIntel is organizing a 100% free and virtual summit where you will find specific tracks curated for sales, marketing, and RevOps and roundtable working sessions focused on sharing actionable ways to build pipelines and achieve growth goals. Save your seat here.
- October 1st - 3rd — RevCon — RevGenius partnered with Common Room, Sigma, Avoma, The Juice, and many more to bring you a 3-day virtual conference to reunite your sales, marketing, RevOps, and cs leaders behind to learn and discuss about the future of SaaS. Save your spot here.
- October 14th - 16th — GTM2024 — Join Pavilion at The Fairmont in Austin, TX to get ahead on your 2025 GTM strategy, learn about market trends, and boost your GTM strategy. Get your ticket here.
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