When we are responsible for sales within a business, it is easy to get consumed about what is important to us without considering what is going on in our potential client's organisation.
This point of view is completely understandable as we tend to focus on what is important in our immediate world like budget pressures, targets, financial runway, and pressures from various stakeholders within the business.
It is not uncommon for no consideration to be paid to the buying journey our potential clients need to go through in order to purchase anything of high value within a business.
I once lived in this world firsthand because I believed we were such a disruptive technology, were going to change the world to make it a much better place, and our clients would naturally see this, lining up to buy hand over fist.
In the world of high-value B2B complex SaaS sales for start-ups, this is very rarely the case if ever (I can't think of an example).
Through some tough lessons and many false starts, I needed to find a better way.
Gartner's illustration of the buying journey below, clearly demonstrates how our target client's world is complex, consisting of many competing priorities and different influences.
There are many factors that can derail sales within a business, even if it will transform their organisation for the better.