Avitage - Content Operations Management

Use Information Interview Approach for Sales Prospecting Conversations

by Jim Burns

Featured, Sales Enablement

B2B sales organizations with a complex, “platform,” or value sales process face some of their biggest challenges in the initial prospecting stage. The process for a value sale is naturally longer than a simple product sale. Companies risk missing revenue growth targets when sellers are ineffective or inefficient at...
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The epidemic in B2B sales prospecting

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Conversations, Sales Enablement

Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. Sales pipeline quality, volume and conversion rates are both symptom and impact of this situation. This condition is especially evident in companies that are engaged in a complex or solution sale. Sometimes this is...
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Why You Need a B2B Sales Content Strategy

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Enablement, Strategy

If you sell the way you did 10 years ago, you don’t need a sales content strategy. There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! But if you’ve truly adopted a customer-centered sales philosophy you know you have...
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B2B Sales Conversations — By Design

by Jim Burns

Featured, Sales Enablement

To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible. How have you designed the sales conversations...
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Unpacking Challenger Customer Insights

by Jim Burns

Featured, Marketing and Sales Strategy

The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights. They provide important considerations for all B2B marketing and selling professionals, especially sales executives. Despite a breezy writing style, there are many dense sections. A level one reading risks missing several important...
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How To Fix Your Sales Content Problem

by Jim Burns

Featured, Marketing and Sales Strategy

What if your “sales content problem” isn’t the real problem, but a symptom of the problem? Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you...
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Use Information Interview Approach for Sales Prospecting Conversations

The epidemic in B2B sales prospecting

Why You Need a B2B Sales Content Strategy

B2B Sales Conversations — By Design

Unpacking Challenger Customer Insights

How To Fix Your Sales Content Problem

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