Messaging is the operational expression of your unique positioning. If positioning defines what makes you unique and where you strategically fit in the market then messaging is the vehicle that communicates that position in a simple, clear way to your target audience. What does good messaging do? Good messaging makes
What is positioning in b2b sales? Positioning is the way in which a b2b company uniquely places itself within its market. It also showcases who you sell to and why you are different. It’s the infrastructure that ultimately informs your messaging, marketing and outbound approach. Done correctly it creates
A step-by-step operational framework for defining your first ICP hypothesis. What is an Ideal Customer Profile? An Ideal Customer Profile (ICP) defines the type of organisation that gets the most value from your product or service and is the most likely to buy, stay, and grow with you. This guide
An ideal customer profile is an internal iterative hypothesis of the perfect customer for your products. It includes information like demographics, firmographics, exegraphics - buying signals, pain points and behaviours. Think of it like the bulls-eye on a target. If you fire an arrow anywhere on the target you score
Foundational systems, workflows and strategy for building a scalable revenue function. How do you build the foundations for a winning revenue team? Building the foundations for a revenue team starts with defining your ideal customer profile, deciding the messaging that will entice them to buy, thinking about the problem space
Open Scene: End of year strategy meeting CEO, CRO, CFO & COO all sit around a table looking at a screen showing a pie chart. Lost data analysis from their CRM - the source of truth. A significant wedge of the pie is labeled “Became unresponsive/unengaged/no decision.” COO
Look at any sales job spec and the same sales buzzwords come up. Tenacious, closer, relationship builder, hustler... But we wanted to talk about a few traits that we see in elite reps that are often less talked about... Emotional intelligence The ability to read tone, pace, and unspoken signals,
Every founder both loves and fears this day. You get to step back (a little) from being the tip of the sales spear. You can delegate away some of the daily grind that it takes to run sales. You can secure hours of precious time back to focus on the
I’ve seen a lot of founders on Reddit, Linkedin and Twitter (yes it's still Twitter to me...) struggling with outbound and finding their first customers. But when you dig in, many haven’t even created a hypothesis for their Ideal Customer Profile (ICP) A well-defined ICP lets
We just finished a deep dive into our demo conversion data at Auditory, and the single biggest mistake founders/sellers are making is still feature dumping on their prospects. We're seeing a direct correlation with screen sharing more than 30 minutes and a decline in win rate. (More
Please! Stop feature dumping! Generic product tours are one of the fastest ways to kill your close rate. The best reps don’t “demo the product” they demo the solution to the customer’s specific problem. This framework helps your team do just that. First off - a mindset switch.
We get a lot of our prospects asking us what’s the difference between Auditory and Fathom. So in this post we’re going to explore the key benefits and limitations of either platform. First off, this isn’t a blog post where we just bash the competitor and say