August 12, 2016

How a Boring, “Vanilla” Message Can Ruin Inside Sales

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Tags: Podcast

Trish BertuzziCEO of The Bridge Group, was a recent guest on our podcast, B2B Nation.

In this episode, we discussed:

  • Current challenges for sales development representatives (SDRs)
  • Importance of sales and marketing alignment
  • How to understand what message your prospects are receiving 

Below are some of the highlights from our conversation.*

There is no one-size-fits-all strategy when going to market.

“There are so many variables that go into it when you’re making a go-to-market or inside sales strategy that you can’t simply go off of classic metrics. Branding and name recognition, average deal size, size of the market you’re selling to, level of the buyer, where you are on the technology adoption lifecycle . . . all of these variables matter when you’re building out a sales or marketing strategy.”

The most common challenge for an SDR? A boring, “vanilla” message.  

“We have gone through a major change in the industry; we’ve automated everything. Think about what you’re doing, and bring it back to being human. We can use technology to have better conversations, but we also need to have a relevant messages for prospects. Marketing teams should be helping craft the messaging for sales teams. Synergy between the marketing and sales departments is also necessary as they feed off of each other so much. This is a critical success factor for B2B companies.” 

Where the industry is today

“I couldn’t have predicted we would be here two years ago. People are starting to understand that you do have to be effective. You’ve got to invest in your people. If companies took 25 percent of the funds they use to purchase technology and invested in coaching and training, we would blow ourselves away with the impact. Build a learning-centric culture, and create ways to invest more in the people you have.

“Senior level sales and marketers should sit with sales reps and listen to them take calls, or invest in call recording technology. Understand what your team is saying and think about how your prospects feel. Executives need to know what your company is putting their buyers through. This is an area that almost every company could improve upon. I am a big fan of demand gen marketers spending a day qualifying their own leads. You want to talk about a learning experience? Talk about your own leads. You need to walk a mile in someone else’s shoes, particularly your buyer’s, to really gain clarity.”

*

B2B Nation: Smarketing is a podcast for B2B sales and marketing professionals, featuring expert opinions and advice on the most important topics in the industry. Check out our other episodes on iTunes, or follow us on Twitter: @Technology_Adv.

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*Some excerpts have been paraphrased to enhance readability.  

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