This article has been adapted from a two-part post by @claudiomkd which you can find here: Part1 and here: Part2
Reducing the sales cycle with laser-focused value propositions
If one thing I learned about B2B markets during my career is that business-to-business models, although very monetarily rewarding, can pose two huge challenges for sales & marketing organizations:
- Sales cycles can be very long, taking months or even years to close a deal
- Typically, the customer lifetime value (LTV) is relatively short due to high competition and pricing wars
There is a conflict here between the sales cycle and LTV, which can only be mitigated by minimizing the sales cycle and establishing a long-term customer lifetime value.
Beyond all product features and benefits, you always have to design your value proposition in a way that minimizes the sales cycle and establishes a long-term customer LTV.
Designing value propositions is one…
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