by Brent Keltner | Jul 1, 2021 | Uncategorized
Most go-to-market teams underperform their growth potential because they focus too heavily on team-level measures of success. They say Marketing is good at identifying and engaging buyers, Sales is good at working deals, and Customer Success is good at customer care...
by Brent Keltner | Jun 17, 2021 | Uncategorized
How do you get your marketing, sales, and customer success teams to prioritize the buyer journey over their own department-level goals? Sales, Marketing, and Customer Success each have their own personality and culture. Sales is stereotypically focused on earning...
by Brent Keltner | Jun 3, 2021 | Uncategorized
A good mutual success plan shifts the buyer-seller relationship from “closing a deal” as an isolated transaction to relationship building that connects each buyer-seller conversation around the opportunity to “continually expand value.” Broad goal exploration...
by Brent Keltner | May 20, 2021 | Uncategorized
Uncommon Opinion: your account expansion really starts in the initial closed sale. Too many go-to-market teams view closing an initial deal with a new buyer as a separate activity from expanding account value after a buyer has turned into a customer. Sales does the...
by Brent Keltner | May 6, 2021 | Uncategorized
Too often, go-to-market teams focus account expansion efforts on “selling into the white space” of the product capabilities that their customer has not yet purchased. In other words, they view the area of open opportunity in terms of their own product. White space...
by Brent Keltner | Apr 29, 2021 | Uncategorized
To do prospecting right, you must build a prospecting narrative that connects landing the first deal to account expansion. “Land with your endgame in mind” is how Ro Saccone, Chief Marketing Officer at Planet, put it in a recent call I had with her. “We try to build...
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