Company X has just built a new eCommerce site and is consider adding an extra layer of cyber security. VP Bob volunteers to research the product category. Google points him towards Acme, a mature leader in the space, and he downloads a comparison guide, but it finds it difficult to determine if Acme is comparing apples-to-apples with other vendors. And once he signs up, Acme bombards him with emails. Bob gets an irrelevant email almost every day and Acme ads show up on his favorite sites. But instead of making his due diligence easier, all these random touches are making it more confusing. Then the sales calls start…and he can tell Acme know nothing about him or Company X. It seems clear that Acme wants to do business on their terms, not his. How is Bob to proceed?

If Bob’s story sounds familiar, it’s because we all regularly engage with companies that market poorly. Despite many advances in B2B Marketing tools, techniques and tactics, most companies have yet to tie all that together for the benefit of the prospective client. The result can be huge gaps between a prospect’s desired shopping experience and reality.

This often occurs because Marketing and Sales processes evolved in silos independent of the Customer Experience. Fixing that requires a concerted top-down, bottom-up effort to refocus outside-in, versus inside-out. Instead of spraying emails, Marketing learns to nurture prospects with relevant offers based on their digital body-language – the right message at the right time in the right format and channel. Sales learns to engage at the right time, tailoring their approach based on prospect actions. All customer touchpoints become orchestrated. The Pedowitz Group calls this evolution The Revenue Marketing Journey.

Focusing on the customer’s purchase experience versus your company’s requirements will take your customer relationships to a new level. When Bob gets the right sales, service and support, he will be happy to engage. Acme will purchase, buy more, renew, and even advocate. You’ll see breakeven, profitability and maximum life-time value.

If your prospects don’t want what to play it your way, consider adapting to their needs. The easier you make their lives, the more they will support you – a win-win outcome.