1. Sell, don’t market your way to success with new paradigm offers

      B2B companies bringing new offers to market risk long delays in product or solution uptake. Too often this leads to direct failure. Failure rates range from 40% to 80%. Clearly a risky and expensive bet. This risk isn’t limited to startups. Often we see large companies struggle to gain traction with new offers or new markets. One senior executive told me, “we are buried in our core brand.” This isn’t about direct replacement offers. But for what analyst firm SiriusDecisions terms “new paradigm and new concept” solutions it is a significant challenge.   New Paradigm Offers Require a Different Go-to-market Strategy New paradigm solutions provide a different way to solve business problems than existing solution methods. Customers may not understand key underlying causes of their problems that are resolved by new solutions. Sellers could be addressing problems customers aren’t even aware of. Or, they may not even see their problems...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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