Why Sales and Marketing Can’t Go Back to Business As Usual
The dramatic events of the first three months of 2020 have taught CEOs, CROs and CMOs that a digital strategy for Sales and Marketing is no longer a “nice-to-have” for global corporations. When the unthinkable happens, and the traditional modes of personal communication literally shut down, the very survival of the company could be at stake.
Why is this? Why is it so critical to re-think everything about the way that companies communicate their offerings? The answer is that, even before trade shows were canceled, sales meetings postponed, and travel almost eliminated, global business faced a latent crisis in communications. The number one reason that global B2B companies lose deals that they should win, according to Sirius Decisions, is the failure to effectively communicate competitive value differentiation. Imagine how much worse this problem is when people can’t meet in person.
Sales and marketing teams in most large companies have moved slowly in the world of digital. Sales people have been conditioned to use slide presentations in meetings as the default communications tool, whether there are 10 people in the room, or a one-on-one engagement. Their major advancement in technology has been the use of sales enablement tools, which help identify the most recent slide deck or video or brochure to use. Marketers have, similarly, built websites and electronic versions of their brochures, and made extensive use of videos to communicate product and solutions messaging. The common denominator in all of these tools is that the customer is passively watching not engaging.