1. Find vs Create Sales Opportunities

      One of the early questions I ask prospective B2B clients is: “When you go-to-market through your marketing and sales functions, what percent of your target prospects are find vs create sales opportunities?” The answer to this question has significant, if usually unconsidered, implications for tactic selection and business results.   Find Opportunities “Find opportunities” are where prospects are actively looking for something similar to what you sell. They know they have a problem. They have a good understanding of the problem and it’s impact or cost on the business (reason to change). They understand generally what they need to solve the problem. What they are looking for relates to your product or service category in the market. They also have a pretty good idea of what they expect to pay. Find opportunity prospects are actively searching. Marketing tactics such as advertising, inbound and content marketing, and SEO are effective...

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