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Typical Customer Challenges
We help address
Sell Value
Our clients are not trying to be the cheapest. On the contrary, they want to position themselves as premium providers against multiple alternatives : the low-cost, the “good enough” or the other premium providers.
The value they provide is what their customers perceive it to be.
Technology-intensive companies run the risk to focus too much on the technical sales (i.e. speeds & feeds) and to fall into the "procurement tyranny" where price is the only differentiation factor.
Their technical focus makes it challenging to build relevance with their customer’s senior decision makers, Effective value selling can only blossom through impactful engagement with customers' senior decison makers.
Monetize Innovation
Technology-intensive companies are continuously developing new solutions to address new market segments or new market adjacencies. Significant investments are made to develop these new solutions.
Returns will only materialize once the customer-facing teams succeed in monetizing these new solutions, i.e. succeed in signing new deals. This is what we call “cracking the code”. It is a complex undertaking and as long as business success is not accelerating as expected, one can say that the code has not been cracked yet.
Win New Markets
Winning New Markets is always a complex undertaking because you have to play the business development game as a challenger. Your credibility is not established yet, customers are not sending you requests, your company logo does not offer you a seat at the customer table.
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You cannot win New Markets by playing the typical Market Leader game. Your sales teams will have to engage new people with new conversations and new behaviours.
Land must-win Deals
Any technology-intensive company have their must-win deals. Those deals that you can NOT afford loosing. They will enable a breaktrough in a new market you are targeting , they will validate the R&D big bets (and the large associated investments) you have been working on the last 18 months, they will cement new partnerships for the future, ...
How can you secure these deals and sleep well at night
Manage
Run-the-Business
Many senior leaders in technology-intensive companies want to have better visibility on business forecasts and the associated risks & upsides. They want to firm-up the plans to defend or accelerate current business. They want to better understand what is in the way of growing business faster (i.e. pricing, value proposition, business management practices, team leadership, individual or team performance, …) so that they can focus on it.
Lead
Change-the-Business
Every company is on a transformation journey shaped by new ambitions and changing market conditions.
The transformation journey has implications for the commercial teams : there are some new big bets to secure (i.e. new market segments, new solutions, new partners, …)…and securing these big bets do require different behaviors and approaches than the classical “run-the-business” ones.
It is about doing both : leading the required business transformation (hence future business) while securing your current day-to-day business.