Sales & Marketing Management

The B2B selling world has created a confidence problem in how we deliver and defend our pricing. Here's how to handle customers’ requests to meet a competitor's lower price.

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If you are facing deadlock or constantly battling through heated negotiations, now is the time to leverage the power of story to break through the noise. Stories help create the conditions for persuasion, turning intention into action and closing the deal.

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In a world of disappearing signals and shifting rules, first-party data is your edge. If you’ve got the data, unlock it now. If you don’t, start building. Because the brands that own their audience will outlast every algorithm shake-up, platform pivot and privacy update coming next.

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Ideally, fine-tuning a sales compensation plan consists of three key guidelines: embrace simplicity, uphold continuity and put key company priorities first. Companies that effectively incorporate these standards will create momentum for the year ahead.

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Today's B2B buyers don't identify themselves to suppliers until they're well down the road to making a decision. Marketing professionals must take on more of a sales capacity in the sense that they are now charged with building credibility, demonstrating value and helping stakeholders justify decisions internally, long before initial contact.

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