Download Assessment

Get Ahead of Your Customer’s Decision

Our analysis of more than 2,200 reps and customers reveals three ways Sales and Marketing can combat today’s customer purchase behaviors and influence the decision early on.

• Use different criteria to qualify
  good opportunities
• Incorporate thought leadership
  in your communications
• Target a different-in-kind-buyer
  in customer organizations
• Use the channels with the
  most impact

Our advice: Focus more on moments where you can heavily influence how the customer thinks about their business. Focus less on traditional fit criteria (financial health, existing relationships in place, etc.) and inbound requests for presentations.

Use the Customer Qualification Assessment to qualify good opportunities at your organization based on 17 key attributes

Our advice: Increase your likelihood for consideration with insight-led marcomm early on in the purchase process.

Use the Integrated MarComm Diagnostic to roll out a best-in-class communications campaign based on 22 key attributes.

Our advice: Focus on customer contacts who “mobilize” their organizations to change and are skilled at driving consensus among stakeholders (instead of friendly but ultimately unproductive "Talkers").

Learn about the seven different buyer profiles here.

Our advice: Use marketing channels that stimulate conversation to replace the interactions previously handled by Sales.

Find out the best channels to use

About CEB's Support for Sales and Marketing Executives

Our proprietary research yields insights that upend conventional wisdom and change the way Sales and Marketing leaders address long-standing and emerging business challenges. With our guidance and tools, Sales and Marketing leaders drive excellence in their organizations. The practice includes the Sales Executive Council, Sales Leadership Roundtable, Marketing Leadership Council, Marketing Leadership Roundtable, and several other related products.

» Learn more about our products