How To Design Buyer-Centric Marketing Machines

Building a marketing machine is aligned with your sales process.

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Most get it wrong.

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Gartner suggests that 77% of B2B buyers state that their latest purchase was complex and challenging.

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The customer's buying journey is harrowing.

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Why?

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You create the sales process through an internal lens.

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It's self-serving.

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You are not thinking about the buyer.

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They do not want:
- An SDR "qualifying" call.
- An SDR to AE hand-off process.
- An AE call that repeats conversations.
- An AE DEMO for 60 minutes focused on features.
- An AE chasing and creating "timelines" for closing that quarter.

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Least of all, do they want to be taken through a rigorous sales methodology process poorly implemented.

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What they want:

- They value a personalised journey that proves your ability to solve problems quickly.
- They want an intelligent interaction that builds rapport and engagement.
- They seek clarity on what sets you apart from other vendors.
- They desire a confidence-building, insightful and trusting experience.
- They expect an easy and hassle-free pathway to start.
- They want to fill their knowledge gaps and find a supportive partner to be in the trenches with them.

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Most of all, they want the final parts of their knowledge gap filled with what they can't find themselves. They want to connect with someone who will be a partner to help solve their challenge.

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Most sales and marketing teams in companies organize activity around a linear pipeline, seeking to move opportunities from one stage to the next.

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It's a parallel process, not a serial one.

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To build a marketing machine that converts into revenue, you must design marketing and sales processes around the buyer.

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Not for your linear view of the world.