THOUGHT LEADERSHIP

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Understanding the shifting landscape of business relationships

As we near 2025, the landscape of business relationships is rapidly evolving, making it essential to distinguish between transactional selling and transformational value creation. In consumer-centric or highly commoditized markets, transactions are often simple and straightforward: a purchase is made, and the transaction ends there. However, in B2B settings, particularly within enterprise B2B, the process is growing increasingly complex—often without adding real value. Understanding these shifts is key to navigating the future of business effectively.

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A six-phase, strategic approach to developing deeper relationships:

Ever wonder why some sales professionals effortlessly build lasting client relationships while others struggle to get past the first meeting? The secret lies in a strategic approach backed by two decades of research and over 10,000 data points from the Relationship Economics quiz. The top enterprise sales professionals consistently use six distinct phases to develop relationships that drive success.

These six strategic relationship-building phases differentiate transactional sellers from true enterprise value creators. They form a competitive moat, significantly reduce acquisition costs, and build a sustainable differentiator in a crowded market. As you reflect on your approach to sales, consider how you can move beyond mere contacts to develop deep, mutually valuable relationships that drive long-term success.

CLIENT HIGHLIGHT

I’ve long believed that the most relevant insights and understanding of how buyers buy come directly from that buyer persona. In the current hyper-competitive tech sales environment, what if sellers could directly engage CIOs and CISOs for their perspectives and strategic priorities, and not just what problems they are trying to solve, but rather, how they are trying to buy?

That is why I am excited to host a panel discussion at the upcoming Channel Partners Conference & Expo MSP Summit on Wednesday, September 18, 2024, at the Georgia World Congress Center. Joining me will be Irene Thong, head of IT and PrintPack, and Lori Temples, VPN and head of AI and Data Governance at GreenSky.

If you find yourself in Atlanta, GA, on September 18th, we would love for you to join us. Alternatively, use this customer highlight to explore how you can create opportunities to hear directly from your buyers.

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Burnout is a very human problem that impacts every part of our global economy. It’s a complex combination of personal and genetic blueprint, environment, financial, emotional, and physical stressors. Burnout affects the workforce across all industries. According to the WSJ, in 2023, a staggering 44.5 million Americans left their jobs, down from a record-breaking 50.6 million the year before. This high employee turnover underscores the widespread employee dissatisfaction and disengagement.

DEVELOPMENT OPPORTUNITIES

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Are You SKO 2025 Ready?

Will You Do Send/Receive or Sellers’ Anonymous?

As Chief Revenue Officers (CROs) begin planning their next Sales Kickoff (SKO), it’s essential to think beyond the traditional formats and focus on approaches that not only inform but also engage and inspire. The SKO is a pivotal moment for setting the tone for the year, aligning teams on strategic priorities, and equipping sellers with the tools and mindset to succeed. Yet, not all SKOs are created equal. Two distinct SKO models have emerged: the “Send and Receive” and the “Sellers’ Anonymous” approaches. While both aim to energize and motivate sales teams, their effectiveness in achieving enterprise growth varies dramatically. Let’s explore the fundamental differences between these two models and highlight how to create an SKO that delivers real value, engagement, and impact.