The most important role of marketing and sales is to pay attention to the outcomes that prospective clients want. This is also the most neglected part of the marketing and sales role. Now, more than ever, marketing and salespeople must be listening and adapting.
Clay Christensen and Bob Moesta assert that customers don’t buy our products or services. Instead, they hire our products and services for a job to be done. In Revenue Growth Engine, I say that buyers don’t buy products, they buy the outcomes the products enable.
Great companies have an intimate understanding of the jobs that prospects are hiring products to do. The most effective marketing and sales focus on the outcomes, not the product. Outcomes are driven by business goals and the problems that keep clients from achieving them.
As the economy shifts, the problems our prospects encounter may shift. We may be selling the same product as we sold last year, but the reason prospects buy the...