Johan Hultman ✪'s Linkedin Analytics

Our Megadeals research has identified 7 common challenges for B2B companies, doing enterprise deals and Megadeals: #1 Too dependent on a few (1-3) rainmakers in scaleups. This bandwidth issue is also common in large corporations and it prevents the companies from scaling and maximising their growth. Since these rainmakers are unable to work with enough large deals at the same time, the companies end up sending less qualified teams with a higher risk of failing. #2 Messaging is often created in silos, ad hoc, and on an individual basis instead of working as one team and cross-functionally between sales and marketing. Too few companies collaborate in the making and the shaping of the Messaging architecture and the related content. #3 Most companies working way too LEAD CENTRIC. The marketing team usually spends too much time, money, and resources on TOP OF THE FUNNEL and hunting for leads. The sales professionals are left on their own, trying to influence an entire ecosystem of stakeholders and decision-makers. Only the real winners are working DEAL CENTRIC where sales get support with the messaging, the content, and a massive ”air support” of media that constantly push before the first meeting, all the way through the deal process but also during the account management phase. #4 Many companies lack a systematic approach to industrialise marketing and sales for larger deals and also lack the ability to create and execute on the Full-Funnel Content, Account-Based Marketing, and Enterprise Social Selling. #5 Most sales professionals are too analog, too dependent on physical touchpoints such as F2F meetings. In today's digital world, great sales professionals of the past that are used to sell in an analog matter have to become more media. #6 We also see many companies still talking too much about their product's benefits and features and trying to just show the upside instead of talking about mitigating risks. #7 Marketing money and people usually sit in Business Areas/product centers and not near the deals. When wanting to systematise marketing and sales around enterprise deals and Megadeals, companies typically choose between buying bit by bit such as a sales coach, a social selling coach, a PR firm, and a marketing agency OR they go to a vendor that has built a discipline covering marketing, social selling, sales, etc around larger deals. The struggles when buying from a variety of vendors are that it is hard for the company to synchronise it all into a team play and also to onboard new team members. www.megadeals.com