There is often a significant disconnect between B2B marketing, sales, and service departments. Despite the widening misalignment, all three teams still have one underlying goal — to generate revenue.
Think of revenue generation as a relay race where one team seamlessly hands the baton to the next team. While each department may only run part of the race, everyone must consider the entire racetrack — which, in this case, represents the buyer’s journey.
The Complexity of the Modern Buyer’s Journey
Research shows that 80% of US companies with highly integrated sales and marketing processes consistently hit their revenue goals, compared to only 36% among respondents who do not.
Neither team can create the right content or deliver pitches that close deals without completely understanding their target buyer. Likewise, without the same insights, the services team can’t cultivate or maintain customer loyalty or expedite other revenue opportunities from existing customers.
The complexity of today's customer experience compounds this issue. Prospects use Google, LinkedIn, Reddit, Twitter, and many other channels, to interact with other buyers and seek solutions to their pain points. The more their attention becomes divided, the more crucial it is to keep your solution top-of-the-mind at every touchpoint.
Also, as the number of available sales and marketing channels continues to grow, B2B tech companies must take precautions to ensure their sales cycle isn’t siloed. Each department must remain in frequent communication so that the sales can maintain continuous, personalized engagement until the prospect is ready to close.
A New Approach: The Revenue Acceleration Model
This is where revenue acceleration comes in.
The Revenue Acceleration Model unites your go-to-market team to deliver personalized customer experiences that let you engage with prospects more effectively and in real-time. Thus, this intimate understanding of the buyer’s journey ultimately strengthens your brand, shortens your sales cycle, and increases revenue.
The Revenue Acceleration Model thrives on three components:
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Data: Data provides real-time visibility into the deals and prospects’ behaviors. The disparate information from the deals cycle and different touch points form a single source of truth with which leadership can make revenue-driving business decisions.
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Insights: With the help of AI tech, every prospect and account in your CRM is displayed in full context and synced with your email and calendar. Understanding what moves the needle for each prospect helps teams move more efficiently and precisely to target the right buyer.
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Actions: Data and insights don’t automatically translate into more revenue unless the proper steps are taken at the right time. Predictive AI tech analyzes your sales pipeline and recommends the best course of action for your go-to-market teams in real-time.
Make your customer’s buying journey as personal and authentic as possible
Every prospect has different needs, challenges, and expectations. To accelerate revenue, you must uncover this uniqueness and address them accordingly.
Collect your prospects’ information, such as industry, location, employee size, tech stack, revenue, and activity data like website visits, session duration, and pages visited. Consider using this data to help both sales and marketing segment prospects based on where they are in the sales cycle. This way, you can personalize engagements across all phases of a buyer’s journey — from initial outreach to the first meeting.
A personalized buyer’s journey helps you build a strong relationship with prospects because they believe you understand their pain points and needs.
Engage buyers and move them through the buyer’s journey
Targeted engagement shortens the sales cycle and drives results. Try taking personalization up a notch with conversational AI that provides prospects with answers, products, and support they need in a much quicker and more scalable timeframe.
Beyond the personal effect of AI tech are the account insights it provides for sales representatives. It provides a 360-view of the buyer’s behavior and deals progress. That way, account executives can step in anytime to save a slipping deal. Also, account managers can be notified when an existing customer signals purchase intent in your other products.
To achieve revenue acceleration, you must implement highly targeted engagement and advanced technologies that help your team scale over time. It’s time to get to work. Our team at Purple Sales understands that the buyer’s journey has evolved and will continue to. Contact us to learn more about how your organization can more effectively engage with your target customers.
