Marketing Challenge

Technology companies face marketing challenges that most companies never have to confront. Complex engineering requirements and rapid product cycles. Customers with large buying committees, lengthy evaluations, and tight budgets.

And that’s not all. Power has shifted to the buyer in recent years. In many markets customers have multiple choices and supply exceeds demand. The internet makes more information available to buyers. Information that sellers used to control is now widely available.

Companies face financial and operational consequences as a result of these challenges.

• Financial: Lower revenue and profit, high cost of marketing and sales. Inability to forecast revenue and deals.
• Operational: Low lead conversion rate, long sales cycle, buyers disappear and fall out of the funnel, buyers negotiating on price not value.

How can Marketing respond to these challenges? It begins by understanding the buyer’s journey.