I’ve been experiencing first hand the difficulty B2B companies, from scale ups to established tech vendors I’ve been given to work with, to adapt to the buyer’s journey’s radical transformation. As Alastair Woolcock from Gartner reports:, sellers have limited opportunity to influence customer decisions as B2B buyers would spend only 17% of their purchasing journey time with ALL potential suppliers sales reps!
If you add to this that 33% of all buyers, climbing to 44% for Millennial, would prefer a “seller free” sales experience, one can easily guess something needs to change in B2B Go-To-Market (GTM) and offered customer experience.
Actually, among many things to embark on, I’d be supporting the advent of Revenue Operations (RevOps) and appointing a true Chief Revenue Officer (CRO) in your organisation. The major benefits to expect would revolve around:
- Alignment of sales, inside sales, business development, digital, marketing and customer success organisations, putting customers at the center,
- Creating focus around the growth strategy, never loosing sight of the customer satisfaction,
- Thus simplifying the cross-departments processes, increasing overall efficiency and improving the customer experience (CX).
Buying journeys are becoming more of the phygital kind
RevOps is a foundation to become more adaptable and agile.
CROs should build on RevOps for your business to better cope with the ‘New Normal’, fuelled with uncertainty and accelerated changes, unpredictable customer journeys and a demand for hyper-personalized in context interactions, typically spanning across Marketing, Sales Development, Sales, Phygital Commerce, Customer Success and CX more generally.
This is a journey, climbing the maturity ladder one step at a time but accruing value all along. I’ll be certainly talking about this more in the future.
Have a great week-end and feel free to share your experience in response to this post.
