We usually recommend following up on the internally-focused diagnostic and discovery process with a series of “voice of the customer” interviews and surveys with a cross-section of your customers and recent past prospects. These interviews will allow us to test and validate our initial conclusions, but they also offer an invaluable additional learning experience.
During the course of these customer conversations, we’ll be seeking to understand more about the problems they were trying to solve, how they first came to recognise they had an issue, and how they went about researching potential solutions. We’ll be particularly keen to listen for the words they used to describe what they were looking for, and to find out who they were inclined to turn to for advice.
We’ll also want to understand how they went about making their decision, who the key stakeholders were, and what their key concerns and motivations were at each step along the journey. These insights often prove incredibly valuable in helping to clarify the key steps in the typical buying decision process - and in identifying key bottlenecks (often vendor-induced) that can slow the process down.
We’ll present our conclusions in the form of a consolidated report, together with recordings and transcripts of each individual interview. Our clients are often amazed at the candid disclosures we are able to capture during these conversations - and many of the insights prove absolutely invaluable when it comes to identifying how to systematically improve sales and marketing performance.
Take the Next Step
We would be pleased to share what we’ve learned about helping high-growth-potential organisations to systematically improve their sales and marketing performance. As a first step, you may find it useful to take our B2B sales and marketing audit.
As soon as you are ready to learn more, please email us at ourapproach@inflexion-point.com, or call us on +44 (0) 118 975 0595. We look forward to discovering whether we might be able to help your organisation to improve its performance in these critical areas.