Do Marketing and Sales

Have a Blind Spot?

Here’s something marketers and sales leaders agree on overwhelmingly…

When it comes to driving revenue, early stage demand generation matters most.

Here’s how they ranked the 5 key moments below in terms of importance to their success:

CreateBuying Vision

54%

57%

22%11%

6%4%

23%

9%5%

8%

BuildingBusiness

Case

Maximize Profitability

Ensuring Ongoing

Renewals

Expanding Lifetime Value

Sales Marketing

* Totals may not equal 100 due to rounding of decimals

What Moment is Most Important to Driving Revenue?60%

50%

40%

30%

20%

10%

0

NO SURPRISE, then, that marketing and sales teams’

investment in the customer lifecycle skews heavily toward new customer acquisition:

Your customer retention and customer expansion stories (“why stay?” and “why pay?”)

are too important to your profitability to leave up to “good feelings” about what works best—not when there’s

research showing a right way and a wrong way to message in these moments.

Where Are Sales and Marketing Teams Investing Most?50%

40%

30%

20%

10%

0 CreateBuying Vision

BuildingBusiness

Case

Maximize Profitability

Ensuring Ongoing

Renewals

Expanding Lifetime Value

Sales Marketing49%

22%

11%

8% 10%

47%

28%

15%

3%6%

Recent Corporate Visions industry surveys found that the lack of attention to these moments could be a result of an

ad hoc approach to strategy and structure:

Nearly 80% of companies spend more than 70% of their budget on new

customer acquisition-focused messaging and content

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But are marketers and salespeople so focused on early stage demand generation that they’re missing the chance to capture value in key moments that happen later in the customer conversation —or after the close of the deal?

Want more insights into capturing more value throughout the life of your accounts?

OWNERSHIP

80%

Ownership of the customer retention story is highly fragmented across

departments, suggesting a lack of messaging

consistency and purposeful design

4 Out of 5 companies want more messaging structure and strategy around communicating

price increases

Below is a visual model of tested and proven messaging frameworks to help you retain more customers and profitably expand your partnerships.

DocumentResults

Review PriorDecisionProcess

Mention Riskof Change

DetailCompetitiveAdvances

Price Increase

with Anchor & Form of a “Justified Discount”

HighlightCost ofChange

“Why Pay?” (Renewal + Price Increase)

“Why Stay?” (Renewal)

Highlight points of progress in your

partnership

Validate the success of their

original decision to choose you

Underscore the risks they might

incur by changing course now

Mention the potential costs and

complexities of bringing in another

vendor

Show how you’ve kept their solution up to date with any

advances in the market

Anchor price increase high

before introducing loyalty discount

Check out our new State of the Conversation Report, which explores how to avoid the marketing and sales blind spots and drive growth throughout the customer lifecycle.

www.corporatevisions.com