Technology Is Cool and All, But …

The introduction of new technologies for b-to-b sales and marketing organizations is accelerating more and more each day. In fact, it’s accelerating to the point where buyers are having trouble discerning one vendor’s solution from another. Even technologies once considered advanced, such as predictive and text analytics, are finding themselves commoditized to a certain extent. Now more than ever, it’s often everything the vendor offers beyond the technology that buyers should focus on to determine true differentiation between providers.

Despite offering strong functionality, we see many vendors fall short in helping customers execute. It’s critical for organizations to consider what we call “essential elements,” the ability of a vendor to deliver and implement its solution. There are two key essential element categories:

Technology is a critical enabler of the sales and marketing operational triumvirate, which also includes skills and process. But it’s often very difficult to tell one technology solution from another from only a features and functionality perspective. Look beyond the technology to choose vendors that can provide the services needed today as well as contribute to a sustainable, successful ongoing relationship.