Stories about B2B executives continuously improving sales results through the principles of reason, systems thinking, and respect for people (also known as operational excellence, including Lean, Six Sigma, Shingo Institute, and similar methods).
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Stories about B2B executives continuously improving sales results through the principles of reason, systems thinking, and respect for people (also known as operational excellence, including Lean, Six Sigma, Shingo Institute, and similar methods).
Sellers are focused at the end of the buying process most of the time. Marketers create most of their content for the beginning.
What about the prospective customers? For them, it is a continuous experience. In this interview, Ardath Albee helps us think about them more clearly.
She specializes in what to many of us is a fuzzy idea – content strategy. She simplifies it to “creating this storyline or narrative for how you get a buyer from problem to solution. What do they need to know? What expertise can you bring to bear? What are the different decisions they have to make along the customer journey?” That sounds a lot like sales.
Ardath helps us see:
What a buyer persona is meant to be
The risk in leading the witness
Times when we may be disconnected from what our customer needs
The feedback a prospect is giving us
And more.
Sales Process Excellence Podcast
Stories about B2B executives continuously improving sales results through the principles of reason, systems thinking, and respect for people (also known as operational excellence, including Lean, Six Sigma, Shingo Institute, and similar methods).
