A New Marketing and Sales Model
Posted: Sat Dec 28, 2024 9:39 am
The digital and interpersonal dialogue (marketing and sales) exists to align with the customer journey. In our ACE Framework, we introduce a new customer journey and present a new marketing and sales model, based on IDC’s latest research and deep dive into tech buyers and the transformation of digital marketing. The Adaptive Customer Engagement (ACE) model acknowledges that today’s buyers are digital-first; they are embracing digital channels for more than information gathering. Today’s digital buyers are diving into chat applications to complete buying tasks like getting quotes or attending virtual events.
74% of B2B tech buyers will buy more through eCommerce and work less with an in-person sales representative from here on out. (source: IDC Perspective. The Digital-First Era Demands a New Marketing and Sales Model: Introducing Adaptive Customer Engagement ACE))
Related Reading: Client Engagement and Meaningful Dialogue, Virtually
Marketers and sales teams today aren’t talking to just one buyer, they are now talking to an entire buying cohort. In fact, more than a dozen individuals at an organization could have a need, based registered nurse database on their jobs to be done. For the longest time, sales and marketing operated in a linear model, “the funnel”. But it’s not about one person progressing through a linear journey any longer. The funnel lacks customer centricity and is perhaps why marketing and sales have failed to be able to nurture and build relationships among all the members in the buying committee.
The new ACE model was created by IDC because tech buyers expect value-based solutions to their pain points and business outcomes they’re accountable for. To achieve this, there needs to be marketing and sales messaging alignment.
Through this holistic adaptive customer engagement model, you want to be able to have a closed loop relationship with buyers who become clients. Essentially, once those promises made turn into promises kept, you need to be able to measure and articulate the value that you promised. That’s when you achieve the ultimate goal, customer loyalty.
Have a question about this topic and how you can build a customer-centric plan that accounts for sales enablement along the way? Let’s Talk
Introducing a new lead generation service! To make it easier for marketers to gain the most value of their IDC MarketScape and truly drive qualified leads, we have worked with Foundry to create an enticing lead generation package leveraging their media brands that capture proven customer engagements.
74% of B2B tech buyers will buy more through eCommerce and work less with an in-person sales representative from here on out. (source: IDC Perspective. The Digital-First Era Demands a New Marketing and Sales Model: Introducing Adaptive Customer Engagement ACE))
Related Reading: Client Engagement and Meaningful Dialogue, Virtually
Marketers and sales teams today aren’t talking to just one buyer, they are now talking to an entire buying cohort. In fact, more than a dozen individuals at an organization could have a need, based registered nurse database on their jobs to be done. For the longest time, sales and marketing operated in a linear model, “the funnel”. But it’s not about one person progressing through a linear journey any longer. The funnel lacks customer centricity and is perhaps why marketing and sales have failed to be able to nurture and build relationships among all the members in the buying committee.
The new ACE model was created by IDC because tech buyers expect value-based solutions to their pain points and business outcomes they’re accountable for. To achieve this, there needs to be marketing and sales messaging alignment.
Through this holistic adaptive customer engagement model, you want to be able to have a closed loop relationship with buyers who become clients. Essentially, once those promises made turn into promises kept, you need to be able to measure and articulate the value that you promised. That’s when you achieve the ultimate goal, customer loyalty.
Have a question about this topic and how you can build a customer-centric plan that accounts for sales enablement along the way? Let’s Talk
Introducing a new lead generation service! To make it easier for marketers to gain the most value of their IDC MarketScape and truly drive qualified leads, we have worked with Foundry to create an enticing lead generation package leveraging their media brands that capture proven customer engagements.