EVENT FILMING | FEATURES | RESEARCH | HEAD TO HEAD | CASE STUDIES | ROUNDTABLE | BOOKSTORE
ONLINE BOOKSTORE
CUSTOMER FEEDBACK
TECHNOLOGY NEWS
ITSM
 IPTV
 Publications

Ken Turbitt Blog
Aidan Lawes Blog
Paul Gostick Blog
Dr Jenny Dugmore Blog
Shirley Lacy Blog
Alim Ozcan Blog
Juan Jimenez Blog
Ian Clayton Blog
Nas Ozcan Blog
Aidan Mills Blog



ITSM
Six Barriers to Becoming a Digital Business
Digital innovation promises to help organizations captivate customers and create new business models. But, for many CIOs, delivering digital innovation is harder than expected. To succeed, CIOs need to overcome six barriers to becoming a digital business...
ITSM

Ten Strategic Technology Trends for Government
Technologies that enable new service models for digital government must be at the top of the list for government organizations as they prioritize technology investments...

ITSM

The Robots are Coming: Are CEOs Ready for the Era of Automation?
CEOs agree that robotics is going to make their companies more efficient, with 94% of those who've already adopted robotics saying that it's increased productivity in their business...

ITSM

The 2015 Chief Digital Officer Study
More companies are appointing a Chief Digital Officer to join their C-suite - but are they doing it quickly enough?...

ITSM

18th Annual Global CEO Survey
The United States has overtaken China as top target for growth for the first time in five years...




 News
10 October 2018 | ITSM
Send to a colleague | Add to MY ITP

Marketing-to-Sales Handoff Should No Longer Exist
According to Gartner experts effective B2B selling today is no longer about progressing a customer through a linear buying journey...

In today’s digitally driven world, the marketing to sales handoff should no longer exist, according to Gartner. The findings were announced during the opening keynote at the Gartner Sales & Marketing Conference where Gartner experts explained that effective B2B selling today is no longer about progressing a customer through a linear buying journey.

“Over the years we’ve seen B2B sales and marketing struggle mightily to progress customers through the purchase process. The problem is, for the customer, buying is not really about progression, it’s about completion,” said Brent Adamson, distinguished vice president at Gartner. “Customers today are trying to accomplish what are often nonsequential steps to complete a purchase and that has completely undermined the traditional model of linear deal progression. We are living in a post-handoff world.”

B2B Buying “Jobs”

Gartner research reveals that B2B buyers must complete six distinct activities — or “jobs” — to successfully complete a purchase today:

  • Problem Identification
  • Solution Exploration
  • Requirements Building
  • Supplier Selection
  • Validation
  • Consensus Creation


While nearly every successful B2B purchase progresses through the first four jobs, customers simultaneously address “validation” and “consensus creation” throughout the entire process. In effect, these two jobs are always on, even while customers are working to complete the other four jobs in the process.

Gartner research shows that most B2B buyers will revisit nearly every “buying job” at least once before they make a purchase. The result: a customer buying journey that resembles more of a maze than a linear path. 

To complicate things further, B2B buyers utilize both sales reps and the supplier website — equally — for discovery and validation throughout their buying journey. In effect, this means it isn’t a sales problem or a digital problem that organizations should be trying to solve for. Rather, it’s a supplier problem that sales and marketing must jointly address with high-quality, consistent, cross-channel information to help customers complete the purchase jobs they need to accomplish.

“Unfortunately, the current commercial process today is not built to support this new world of B2B buying,” added Mr. Adamson. “The organizations that will succeed going forward will be those that materially simplify the purchase process for customers. It’s on marketing and sales teams to take the customer by the hand and guide them through the purchase, from start to end.

“The best suppliers assume the role of ‘buying Sherpa’ guiding customers step-by-step through the complexities of a B2B buying journey that they themselves will struggle to overcome or even possibly anticipate on their own.”


Gartner Email to a colleague | Add to MY ITP

LOG IN
terms & conditions





MICROSOFT SEARCH ENGINES