This article was also published in the June 2014 edition of Top Sales World Magazine

Selling is a Series of Conversations – Underpinned by Content

If you are in the sales, sales enablement, product management or product marketing, you know that a B2B sale is really a series of human to human conversations with different buying constituents across the buying cycle, from first touch on the Website, to contract closure. 

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I met with my friend Brian last week. Brian runs Worldwide Sales for a Bay Area technology company. Brian shared with me that his recent World tour visiting his field offices could be characterized as “The Complaint Tour.”

“Salespeople who are behind on quota are notorious complainers”, he added, but one complaint that came up in nearly every office from salespeople and key channel partners was, “I can’t find what I need, when I need it – how can I move deals forward?”

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