In AV, and probably most B2B markets, sales have always been relationship-driven. That’s a good thing of course… but how many integrators, or even small manufacturers, have CEOs or salespeople that have been around for decades and have all their sales relationships living in a haphazard combination of their brain and their email inboxes? Probably too many. (I hope they all have key man insurance.)
While sales in industries like ours will probably always be relationship based, that doesn’t mean there isn’t tremendous value in using data and automation, even for the smallest of companies. This month Anthony Coppedge has some high level but insightful things to say about customers and automating their buying journey. He even has an actual “vertical market customer journey map” for you to take a look at. How streamlined and data driven are your sales and marketing processes? Read both his columns below and let us know what you think.