Jay Mitchell

There remains a distinct buyer-seller gap in the business-to-business (B2B) arena. CSO Insights found that although nine out of 10 buyers acknowledge interest in engaging with sellers earlier in the buying process, 70 percent engage a seller after already identifying and clarifying their needs, while 44 percent have already identified solutions.

One of the biggest challenges for today’s seller is helping their buyer understand their product or service’s differentiator — in other words, what makes it better than others that walk, talk, look and act like it.

In order to learn how to align marketing and sales teams, we must understand how devastating a gap between these departments can be for an organization overall.

92% of decision makers believe sellers are NOT creating value for the buyers. This could be due to ineffective selling, but I would a more likely contributor is because sellers have not been equipped with the right materials to truly engage their prospects—materials that will draw buyers out of status quo and into action.

Here are 3 steps to help make this transition:
Step 1: Start with the buyer.
Step 2: Connect with sales.
Step 3: Create powerful and compelling… Show more

92% of decision makers believe sellers are NOT creating value for the buyers. This could be due to ineffective selling, but I would a more likely contributor is because sellers have not been equipped with the right materials to truly engage their prospects—materials that will draw buyers out of status quo and into action.

Here are 3 steps to help make this transition:
Step 1: Start with the buyer.
Step 2: Connect with sales.
Step 3: Create powerful and compelling messaging. Show less

Research from The CMO Council found that less than 25% of sales and marketing executives believe they are effectively delivering differentiated messages.

Take a few minutes with your team to perform a simple test on your messaging to assess whether it is differentiated. To do this, it is essential you step outside of your role and put yourself in your buyers’ shoes.
● Unique
● Valuable
● Provable
● Memorable

Jay Mitchell, founder and President of Mereo, was interviewed by Jonathan Farrington, CEO and co-editor the world-renown sales publication, Top Sales Magazine. Jay was interviewed alongside respected industry leader, Tamara Schenk, Research Director with CSO Insights (a division of MHI Global). Together they provided much needed clarity to the murky waters of sales enablement.