Why Change Selling Blog



7 min read

The B2B Buying Cycle and How to Influence it, pt 2

By Mark Gibson on Oct 27, 2021 11:23:06 AM

This article is the third in a series of articles on aligning marketing and sales with buying behavior and it will be of value to sales and marketing professionals who wish to adapt their process to align with buyer behavior.

The first article in the series, "A Guide to Aligning Marketing & Sales Engagement with Buying Process" discussed buyer behavior and how it is affected by risk. Last week's article, The B2B Buying Cycle and How to Influence it, pt. 1 is an in-depth review of the formative stages in the buying process and the role of sales and marketing in early adopter engagement as well as the risks to the supplier.

Topics: killer products buying cycle b2b buying process
11 min read

How to Overcome Post-merger Go-to-Market- Challenges

By Mark Gibson on Aug 5, 2020 2:03:15 AM

Mergers and acquisitions hold promise for owners and investors of combinatorial synergies to reduce costs, increase profit, extend market and product coverage, as well as accelerate innovation.

2020 has been a banner year for mergers and acquisitions, with 5500 deals so far. This record volume may be partially due to the Covid-19 outbreak forcing the liquidation or disposal of underperforming non-core or struggling investments. However, mergers come with a great deal of risk as reflected in failure rates that are reported to be between 40% and 70%.

Despite best-laid plans and executive oversight, human factors present the greatest risk and sales-force integration is the toughest merger issue to overcome. 

Topics: sales enablement b2b buying process sales playbooks talent enablement
2 min read

Mark Gibson Recognized as Sales Enablement Leader

By Mark Gibson on Dec 12, 2018 12:00:00 AM


Topics: consultative selling process b2b buying process messaging methodology
2 min read

The 19th Century called - they want their buying process back

By Mark Gibson on Nov 5, 2015 12:00:00 AM

In 2003 I was working in a Silicon Valley tech startup. Google was just 5 years old, the iPhone was a glint in Steve Jobs’ eye, and Blackberry was the king of the smart-phone market.

I’ll never forget one meeting at the disc drive manufacturer Maxtor; the buyers in the meeting knew nearly as much as we did about our product and they knew more about our competitors product (Google search) than we did. 

Topics: b2b buying process