By Lilia Shirman
Customer relevance is on the middle of any winning profit development approach. 42 principles for becoming company Revenue is for corporations that are looking to topic extra to the company shoppers and markets that characterize the best possibilities for development. those confirmed, cross-functional tasks let enterprise leaders to spot and comprehend buyers' context for purchases, and turn out their businesses' worth in ways in which are correct inside that context. Shirman combines years of expertise taking company items to marketplace and interviews with company leaders at Cisco, EMC, Adobe, VMware, Citrix, and others to distill actionable thoughts for B2B proprietors to force sustainable patron relevance and profit progress.
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Additional info for 42 Rules for Growing Enterprise Revenue. Go-to-Market Strategies that Increase Your Relevance to B2B Customers
Sample text
Designing audience needs directly into the product is the most tangible way to create relevance for multiple stakeholders. Application performance management solutions from CA Technologies, for example, monitor the details deep within mission-critical applications in order to identify potential performance issues. They include interfaces for multiple stakeholders: one for system administrators to monitor performance, one for application support managers that pinpoint problems, and a third for business managers and executives to track overall performance and business impact.
The company was targeting the oil and gas industry in Saudi Arabia and doing all the things recommended by embassies and trade publications. Unfortunately, it was unable to build the needed connections with buyers. Finally, the company hired a well-connected local agent who had already worked with the target customer. The agent accomplished in a few weeks what might have taken years of business development and sales efforts. Other types of partners require deeper, longer-term commitments. A reseller takes greater responsibility for ongoing sales and customer relationships, than does an agent, and is rewarded through a reseller discount.
Your customers will hear a recitation of Porter’s Five Forces2 or similar descriptions of the market environment from every vendor they speak to. They will also hear repeatedly about their own high-level needs as derived from publicly available information on the company’s situation and initiatives. Understanding of this level of context is table stakes, required just to be invited to the game. Your objective, of course, is not simply to be invited into the conversation. To win deals and deliver value, you need to matter to customers in a unique way.