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Strategic Marketing Should Close the Sales Conversation Gap

Revenue leaders know their organization needs to operate at its full potential. If all of their reps performed at the level of their top reps, they would be OK with hitting their targets. They'd be smashing their revenue goals.  But they’re not. 

We call the sales conversation gap the difference between what buyers expect from a sales conversation and what they experience in that conversation. The sales conversation gap has three root causes; inconsistent communication, incomplete buyer knowledge, and generic one-size-fits-all messages about the product.

Reps and SDRs are stuck with manual, tedious prospecting workflows that reinforce activity over what buyers need to know to explore value.  When that happens, sellers have inconsistent communication and fall short of their pipeline generation targets because prospects can’t hear the value. 

AEs need more tools and information to align with prospects during decision-making. When they possess more knowledge of products than their buyers, sellers see their deals stall or die. They lose to “no decision”. They haven’t communicated what’s valuable to prospects most often because they don’t have what they need or can’t find what they need.

Revenue leaders who need help seeing the proper health of their prospecting efforts are forced to use gut intuition instead of data to fill the pipeline. They are lucky if they nail it. Most don't. Sales technology vendors focus on helping them find lead sources, drive activities, deploy new processes, or listen in on conversations to discover what works.  But managers end up with an incomplete picture of what good looks like, and their sellers need more qualified opportunities and their numbers.  The answer is right in front of them.  Sellers need the message and information to communicate and co-create value with prospects to achieve quota consistently. 

No matter how much managers inspect, coach, and drive the process, they will always fall short of pipeline and prospecting targets because the message and content provided to sellers don’t align with buyer information needs.  Poor pipeline growth is very often a message problem, not a process or skill problem, and most managers just don’t know how to quantify it, so they focus only on what they can control – rep activity. 

When customer-facing teams have consistent communication, complete buyer knowledge, or relevant messages, they lose deals they should have won. In addition, the sales conversation gap leads to inaccurate forecasting, costing many revenue leaders their jobs. 

But what if managers, sellers, marketing, and product teams could come together and provide the messages that customer-facing teams need to cut through the noise and communicate matters to prospects? 

We're building the Salesfuse value encoding platform to help our customers close their sales conversation gaps and deliver efficient, predictable growth through the conversations that matter most to prospects.  We’re helping teams encode the right messages and communicate them to the right people in conversations up, down, and across their buyer’s organization.