Official Blog of GTM360 Marketing Solutions
“B2B customers complete 57% of their purchasing decision before contacting sales.” This is easily the most frequently quoted line in B2B sales and marketing in recent times. Ever since CEB Marketing Leadership Council released this finding in its HBR article in mid 2012, Some startup CEOs have questioned the need for sales A few have … Read more
Those of us who redeem our loyalty points on gift portals will have inevitably come across a gift or two that was appealing to us but was beyond our reward points balance. On some gift portals, it’s possible to pick up the goodies by simply paying up the difference with cash e.g. Lufthansa WorldShop, IHG, … Read more
This blog post is about a controversial topic in B2B technology inside sales: Dial Volume. It will not endear me to Inside Sales folks. Nevertheless, since dial volume pushes the revenue needle, I decided to write it. Cold calling remains an important part of business development in large ticket B2B technology products and services. Every cold call … Read more
In Don’t Lose Deals By Belaboring Business Value, I’d warned that B2B technology vendors risk losing a deal by belaboring business value all the time. In this post, I’ll describe my experience with a startup that failed to heed this warning, and lost the deal – and more – as a result. I was recently … Read more
“Most B2B buyers only care about the value you bring to their business. They really do not care about your products.” When I read this line on LinkedIn, my first reaction was to reply back with the classical Little Feat line “Don’t Bogart That Joint. Pass It On.” I’ve no argument with the first sentence. … Read more
I was introduced to SINE (Society for Innovation and Entrepreneurship), the technology incubator at my alma mater IIT Bombay, when I attended the Silver Jubilee Reunion of my Class of 85 in 2010. Since then, my exposure to Indian technology startups has increased. As a budding angel investor, I’ve lately begun to closely follow the … Read more
There’s a growing realization among B2B technology marketers that positioning their products and services around technology is a fool’s errand. Even compared to a year or two ago, there’s a massive rise in vendors recasting technology offerings around alleviation of business pain areas. This is a great development. We’d like to take some credit for … Read more
Darrell Huff’s classic How To Lie With Statistics is as relevant now as it was when it was published 60 years ago. In fact, it’s perhaps more relevant now because, as more data has been generated in the last three years than in the entire history of mankind, there’s so much more raw material for lying … Read more
In this day and age of Amazons and Flipkarts, it shouldn’t take much for a business to appreciate the importance of customer experience. Nevertheless, when we recommend certain features to improve the UX / CX of our customers’ products or platforms, we often receive pushback ranging from “when a customer takes a little more trouble … Read more
Medical representatives sell prescription drugs by detailing doctors and canvassing drugstores. They do not contact patients who actually consume the medicines. This makes sense because, in the pharma industry, patients don’t play an active role in deciding what to buy. As we know, the way it works in this business, the physician writes the prescription … Read more