The key to selling in a downturn—and showing customers why you’re valuable
Summary
With the explosion of trends like product-led growth over the past several years, companies bought a significant amount of software through non-traditional channels, like product teams. Every company will have its own specific pain points that it wants to solve with new technology, but when you drill down and ask why a particular problem is important, you’ll always get an answer that impacts cost, risk, time, or revenue. Customers over the past several years have primarily been interested in growth-related value drivers: companies have invested heavily in software in order to drive new revenue streams and accelerate existing ones. “Your entire customer-facing team needs to be crystal clear on the problems you solve as it relates to the current challenges your buyers are facing right now,” according to John Kaplan at Force Management. Thanks to CRO of Databricks Ron Gabrisko, SVP of global revenue at Labster Matt Kaylie, and John Kaplan at Force Management for their contributions to this piece.