Reason #1: Lots of Red Tape
Mathew makes the point that these enterprise companies are not light in the wallet, but that the process of getting through all of the red tape to get a deal done is exhausting. The fact that this guatemala telemarketing database obstacle is being removed bodes well for giving marketing automation the visibility it needs to gain more market share.
I agree. Even though I find it curious that only 53% are using it so far.
But what it made me think about is how many companies I work with where the sales team is convinced that losing deals is about price. We’ve all heard this argument, but we’ve also heard the repetitive push back that value overrules price considerations. Both marketing and sales are told to go prove the value.And I agree with value playing an important role in the decision – perhaps a critical role.
But what if we haven’t looked far enough?
When I think of red tape, what I think about immediately for a B2B complex sale – and marketing automation is definitely complex – I think about consensus.
Consensus is hard to get
With the growing number of people (43% increase in stakeholders per IDC) involved in a B2B buying decision, 34% say it’s so, getting all of them to buy-in to a decision is requiring more effort.
But are B2B marketers tackling this?
Or are they leaving it up to sales? It appears that neither are doing a stellar job as Sales Benchmark Index finds that 58% of typical pipelines are stalled or end up as no decision.