The role of marketing in a complex sales process
One of the defining characteristics of our clients is the inherently complex nature of their sales process. Often, it takes time (lots of time) to close a sale. They must convince multiple decision makers and influencers, each with their own opinions and motivations. The product or service itself can be complex and hard to explain. And expensive.
No wonder our clients’ clients require a lot of help when making a buying decision.
In that kind of environment, traditional advertising plays a limited role. More importantly, you have to understand the various stages a prospect must work through when making a decision, and then provide the right information and sales behaviors at each stage.