This reads really interestingly to me. Things like:
Then I’d show the sales reps a long list of initiatives they needed to look for in companies
Once the sales and marketing teams have uncovered these initiatives (as well as the critical capabilities that need to be in place for the initiative to be successful), they can begin to define the unique value proposition.
This data is almost never public, so it couldn't be found by just doing your standard research on a company from the outside. The only way you get this kind of stuff is with an access agent.
What this article basically says, without saying it, is that your sales team needs to be Human Intelligence officers out there recruiting individuals from large organizations to be champions for your product.
Nothing new here[1][2]certainly as this is a fantastically useful way to do business, but you had better know how to do it right or you look like an idiot. It also means you really need to hire top notch sales people.
Then I’d show the sales reps a long list of initiatives they needed to look for in companies
Once the sales and marketing teams have uncovered these initiatives (as well as the critical capabilities that need to be in place for the initiative to be successful), they can begin to define the unique value proposition.
This data is almost never public, so it couldn't be found by just doing your standard research on a company from the outside. The only way you get this kind of stuff is with an access agent.
What this article basically says, without saying it, is that your sales team needs to be Human Intelligence officers out there recruiting individuals from large organizations to be champions for your product.
Nothing new here[1][2]certainly as this is a fantastically useful way to do business, but you had better know how to do it right or you look like an idiot. It also means you really need to hire top notch sales people.
[1]http://www.amazon.com/Work-Like-Spy-Business-Officer/dp/1591... [2}http://webcache.googleusercontent.com/search?q=cache:W6r6dsv...