B2B Sales Enablement

B2B Sales Enablement Strategy: Shorter Proposals Win

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Proposal writing is somewhat counter-intuitive. Many sellers seek to impress with doctorate thesis style proposals. But, the truth is, the best proposals are shorter rather than longer. Smart B2B sales enablement strategies and tactics focus on the customer instead of the firm. Proposals also need to answer buyers’ unasked questions.

Unfortunately, the vast bulk of proposals I’ve seen over my life fail to meet any of these criteria. Here are some of the frequent errors I’ve seen with B2B tech sector sales enablement strategies and tactics and how to correct them.

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5 Clues It’s Time for B2B Churn Analysis

5 Clues It’s Time for B2B Churn Analysis

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Let’s face it: you’re probably uncomfortable with the idea of churn analysis.

You’re busy trying to grow revenue. There are a million fires to put out, and you have to keep your team focused on maintaining a healthy pipeline and winning more customers.

Ordinarily, this is the normal thing to do. However, focusing on customer acquisition when your churn rate is high is like trying to drive a car with a flat tire. Your journey isn’t going to be smooth, and you may not even get to your destination.

There’s no hard and fast rule for what constitutes an acceptable B2B churn rate. However, analysts generally agree that anything over 10 percent is cause for concern. If that applies to you, it’s time to hit pause and figure out why you’re losing so many customers.

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B2B Churn Rate: Don’t Be A Chump About Churn

B2B Churn Rate: Don’t Be A Chump About Churn

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Customer churn is a normal part of SaaS business models. Some analysts think an annual B2B churn rate of 15 percent is considered acceptable. But, you might be aiming for 10 or even 5 percent. In any case, a lot needs to go right for a customer to be happy with a new product or service, and it is impossible to please everyone. But if the churn rate gets too high, you need to quickly determine where the problem lies.

Your customer analytics can usually provide clues as to where users are struggling with your product. However, these datasets won’t tell you the whole story, such as the internal dynamics behind why a customer dropped you, or ways your solution fails to adequately address jobs-to-be-done. Worse still, your data may even be misleading you! Qualitative insights from customer conversations are the only way to understand the churn your customer analytics can’t explain.

Here are four reasons for a high B2B churn rate you may not have considered, based on conversations we’ve had with B2B buyers over the course of scores of 14+ years of market research projects.

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