This session delves into ERI’s recent study, "Understanding Business Buying Patterns of Go-To-Market (GTM) Tech in 2024." Discover key insights and hear their perspective on the current landscape: "How many marketers and salespeople don't read the room? They just sell what they want to sell. You have to listen to the buyers. You have to listen to their digital signals. You have to listen and engage in the way they want you to engage."
Key Points
- The current selling environment for go-to-market tools is highly challenging, with CEOs describing it as one of the most difficult they've experienced. This is primarily due to the risk-averse behavior of buyers and their focus on small-scale trials rather than large investments.
- After a period of economic uncertainty, companies are expressing confidence and a newfound optimism in the market and increasing their go-to-market budgets.
- To succeed in this evolving B2B landscape, companies must adapt their sales and marketing strategies. To create a seamless buyer experience, sellers should:
- Provide flexible solutions and pricing to accommodate smaller purchases.
- Demonstrate value quickly to meet shorter buying cycles.
- Build trust and minimize perceived risks.
- Align Sales and Marketing
About the Speakers:
Dave Elkington
Founder
InsideSales.com
Dave Elkington is highly active in the business community and an entrepreneur with 20 years of success. Dave founded InsideSales.com, co-founder of Silicon Slopes and serves as a member of Utah Tech University’s board of trustees to name a few of his current activities.
Additionally, he teaches entrepreneurship at and sits on the computer science and CVLC advisory boards at BYU. He is an active investor, advisor, and board member of several other technology and healthcare start-ups. Dave has authored articles appearing in Harvard Business Review, MIT, Kellogg School of Management and Forbes as well as having appeared on TV networks such as CNBC, Nasdaq, Bloomberg, BBC and MSN.