Remove differences work

ANNUITAS

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How Sales Can Build Better Digital Relationships with Prospects

ANNUITAS

Change in the working environment, change in the tools companies are using, and change in how buyers seek information and make purchases. No question about it: salespeople need to adapt (and quickly) to a digital-first approach that actually works. There’s been one constant over the last year and a half: change.

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Behind the Buzzwords: Thought Leadership

ANNUITAS

This allows them to position themselves as trusted sources of information and to influence and inspire others to think differently and drive positive change. Rather, they’re able to use their own experiences to frame concepts in a way that challenges others to think differently. Simply put, what value can you provide to your audience?

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Introducing the ANNUITAS Go-to-Market Assessment    

ANNUITAS

You’ve done segmentation and persona work. You have done (some) customer journey work. Your go-to-market works in theory, but you cannot operationalize it. Committing random acts of sales and marketing : The second problem is that the string of activities are not orchestrated or working together.

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Understanding the Generational Divide in B2B Decision Making

ANNUITAS

All three groups have distinctly different levels of comfort around digital interactions and distinctly different preferences for how they want to progress through the buying process. They’re either: Unaware that there are generational differences in their buyers. Aware there are differences, but unsure how to cross the divide.

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What Defines the Role of the Chief Growth Officer?

ANNUITAS

Since a CGO is focused on the entirety of the go-to-market strategy – and of maximizing customer lifetime value – this role should be focused on different, outcome-oriented metrics. ANNUITAS has begun working with some clients around this organizational transformation. Below is a top-down, working concept that looks at 1.)

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Four Sales and Marketing Pivots for Customer Lifecycle Stewardship – Accelerating “Converged Growth” B2B Go-to-Market Transformation

ANNUITAS

Spoiler alert: The ‘classic’ B2B go-to-market organization and approach is fundamentally broken and out-of-date; moreover, trying to course correct by working on ‘sales and marketing alignment’ is inadequate and unattainable. ” In my last piece, I also outlined a new strategy tack.

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Behind the Buzzwords: Omnichannel

ANNUITAS

While this approach might work if your end goal is to maximize vanity metrics like clicks or impressions, it’ll rarely serve you well if you want to drive conversions and sales. what information are they looking for when going to different mediums)? What sources do they trust? What content formats and mediums do you prefer?