The Challenges We Solve

A Unique Set of Challenges

The B2B technology space presents a unique set of opportunities and challenges. Complex offerings, many possible audiences and a rapid pace of change are accompanied by a customer firmly in the driving seat of a complex, collective decision making process. Together, these factors contribute to a significant challenge in building and sustaining an effective B2B go to market. Some themes recur consistently, with most B2B firms struggling to consistently address these foundational requirements:

• Focusing resources on the most promising market opportunities
• Demonstrating how technical capabilities drive real outcomes for customers
• Selecting the distinctions that make an offering stand out against the competition
• Ensuring that Sales and Marketing campaigns line up and work effectively together
• Establishing a repeatable approach to respond to changing conditions in the market
• Conveying value whilst engaging your target audience

Why should this be? The short answer is because these challenges are foundational and most B2B go to market motions have foundations that evolved in an ad hoc fashion – they were never designed to agreed principles using proven practices. This is compounded by the fact that Sales, Marketing and Product teams think, talk and operate very differently and do not usually share a common understanding. Together, these factors compromise the organisation’s ability to deliver a consistently effective go to market