About Online CMO
We accelerate market growth for companies who sell B2B.
Online CMO offers outsourced marketing support that better aligns investments with the customer buying process:
- SEM & Google Analytics
- Website Development
- Turnkey Online Presence
- Sales Automation
Sales 2.0 and the Need for "Buy Cycle Alignment"
The world-wide web has radically changed the "art of selling". Your target customers are very well educated on you and your competitors long before that first sales call. Early qualification is often done by Webex with leads coming from search engine marketing and optimization techniques. This has transformed how companies sell and this has been coined "Sales 2.0".
A comparison of the traditional and emerging perspectives is shown in the chart below:
|Sales 1.0||Sales 2.0|
|Vendor dictates sales process||Vendor helps prospects buy|
|Selling solutions||Helping customers succeed|
|Sales vs. marketing||Sales AND marketing intertwined|
|Vendor controls knowledge||Buyer educates self (continuously)|
|Cold calling starts process||Buyer trigger events starts process|
|Need more leads||Need more qualified opportunities|
|Pipeline volume||Funnel shape and velocity|
This transformation has created an asymmetrical customer relationship and new challenges for most sales professionals. Just how big is the gap? In a recent study by CSO Insights, the statistics are revealing. Having surveyed over 1,800 companies across industries, here is what they discovered:
- 43% of sales force is not making quota
- Less than 40% of revenue comes from new customers
- 45% said they need to better understand the customer buying process
- 50% said they need to improve how they adapt to market changes
From CSO Insights - Sales Performance Optimization - 2007 Survey Results and Analysis
Yet, complex B2B sales simply cannot be accomplished with Sales 2.0 / Web 2.0 technology alone. Clearly a mix of old and new techniques are needed to restore the vendor / customer balance.
Sales 2.0 and Marketing 2.0 are about doing things more effectively by leveraging web technology. With revenue growth as the goal, Revenue 2.0 is simply about beginning with the end in mind - the goal is more revenue, not just improving efficiency.