What is the most frequent problem we see when digging into companies' sales and marketing teams?
They are not working as #oneteam. Many sales and marketing teams make the mistake that they're (individually) developing messaging centered around the product to answer "Why this vendor?".
If you want to win megadeals, you have to create content on a higher level, starting with:
1. CHANGE DRIVERS - often a pain that the buying organization faces that you think you can solve
2. CATEGORY CHOICE - What are the viable types of solutions that can solve this pain? Separate your category from other competing categories
3. SUBCATEGORY - Attributes and dimensions within the category
4. WHY THIS VENDOR? - It's not until here they are ready to hear the answer - because you understand their problem, fit into their category of solution, and match the subcategory and their requirements
So when developing your messaging architecture, it’s pivotal to prioritize your messaging so it works as a support line throughout the buyer’s decision journey. This makes you have an intellectual discussion where you act as a thought leader and advisor. To be nuanced and neutral will also create trust between you and the buyer and more often than not, they will use this in their decision material.