Whether you realize it or not, we’ve transitioned into a brand new era of buying and selling.
The COVID-19 pandemic not only changed the way we interact, but also what customers expect from companies when buying and engaging after purchase. It forced us to become digital-first and digitally native. We could not rely on billboards in airports to drive buzz or fine dinners to wow accounts.
We had one thing – and that was digital experience.
Breaking through the noise with a great experience is what matters most, because engaging experiences lead to revenue. That’s why, we’re now measured by one thing – revenue.
Welcome to the Revenue Era.
The landscape isn’t changing. It has changed.
How do you beat your competitors in the Revenue Era? You provide the best customer experience.
The entire go-to-market (GTM) team needs to work harmoniously together across the customer lifecycle as we shift from a product-centric to a buyer-centric paradigm.
Byers want the same conveniences in their business buying as they get when they order from Amazon or call an Uber. It has to be easy, it has to be obvious, and it has to remove serious pain.
We’ve got less time to pique interest due to more competition from companies that know how to provide a great experience. That means the quicker your teams can adopt the mindset into achieving success in the Revenue Era, the faster you can get past the gatekeepers of revenue – your customers.
Instead of checking the boxes, we need to check the experience.
We now live in a world where roughly 80% of ordering has moved to remote or self-service and 90% of decision-makers believe that remote and digital are here to stay. On top of that, there are more options and more solutions available now than ever before. Which means sales must be available 24/7, not just 9am-5pm.
So how do we win in the Revenue Era?
The brands that survive will be the ones that streamline the experience and meet the buyer on their terms – all while delivering lasting value to their customers.
Here are four things to remember:
- Buyers are in control.
- The best customer experience wins.
- Digital and real-time are essential.
- Marketing and sales must rally around revenue and customers.
You can also check out our Roadmap to the Revenue Era to dive deeper into the past, present, and future of marketing.
I am excited for the Revenue Era. Are you?
