Today’s B2B sales and marketing executive faces a uniquely challenging selling environment. Rapid advances in buyer sophistication, Internet access to product information, and social media access to seller references and past performance have shifted power from sellers to buyers. These forces are further reinforced by continued product life- cycle compression, globalization and vendor base consolidation.
The imperative to grow while protecting margins is forcing organizations to fundamentally transform their sales and marketing functions and the way they go to market. For many organizations the path to success includes significant advancement in their value-based selling capabilities.