The Buyer’s Paradox Puts a Different Pressure on Sales and Marketing

Salespeople and marketers face buyers with more information than ever, which creates complexity and slows decision-making. Buyers also wrestle with the competing needs of multiple stakeholders and struggle to keep up with changing corporate priorities. The world is speeding up, yet it is increasingly challenging for customers to make good decisions quickly. We call this the Buyer’s Paradox: buying decisions take longer despite customers’ desire for agility, and, as a result, sales cycles are more unpredictable.

To learn how sales organizations need to adjust and how sellers stay ahead in this new environment, we looked at what today’s top-performing salespeople do differently. We found that they engage their customers and prioritize sales activities while balancing business leadership and people dynamics.

Similarly, to meet the rapidly changing demands of the relentless consumer, organizations are pushed to continually market their value. This means that marketers need to make powerful business cases for marketing investments, navigate digital, and be adept at building stakeholder support. Successful marketers understand these connections and know how to enable business growth.

Achieving the desired results more quickly requires sales and marketing people to use new skills, activating both the business leadership and the people dynamics required to advance customer decision-making. In the face of the Buyer’s Paradox, Accelerators excel and succeed.

Strategic Alignment and Marketing

Accelerator Sellers and Marketers drive:

  • Faster sales cycles
  • Reliable forecasts
  • Better target attainment
  • More value for customers
  • Accelerated growth
  • Higher margins
  • Increased customer lifetime value
  • Lower customer acquisition costs

How We Deliver Value

We build sales and marketing approaches that fit your company, strategy, and people. Then, we enable salespeople and marketers to change how they work, transforming into Accelerators.

Targeted Behavior Change: Our clients come to us to build the sales and marketing skills their leaders and employees need the most. Skill-building takes place during new hire onboarding, sales training, manager observation, and leadership coaching, face-to-face or virtually.

Sales and Marketing Initiative Implementation: Whether you are launching a new product suite or entering a new market, we enable your people to adopt the necessary sales and marketing approaches to quickly and effectively launch initiatives at sales kick-offs, and ensure execution through ongoing experiences and tools designed to make the change easier.

Sales Transformation: We provide the process and tools for accelerating how people sell or engage customers throughout sales cycle. These transformation journeys take 6-18 months and encompass sales or commercial kickoffs, ongoing training, new sales and marketing management cadences, and one-to-one coaching calls.

Areas Where We Play

  • Learning customer financial targets, strategic initiatives, and customer’s customers and competition
  • Sales and marketing integration
  • Understanding buyer and stakeholder motivations and priorities and digital environment
  • Optimizing sales management
  • Engaging buyers with authenticity and interactivity, creating connections, winning hearts and minds, facilitating alignment among stakeholders, and inspiring customers with a vision
  • Sales Transformation
  • Sales and marketing integration
  • Ten building blocks of marketing excellence

Our Approach to Sales

We offer everything between deeply customized programs and learning journeys that are tied to your business and strategy to quick and robust plug-and-play training that you can run today.

Transforming the way your people sell requires each individual to experience the new way of working as it relates to them, practice the new approach, and smoothly transition from the training session back to their life on-the-job. We design content specific to your situation because we know that no two organizations are alike. Our philosophy begins with minimizing complexity and focusing on what great people in your organization already do. Then, we align what your high-performers do with our extensive research and experience leading and transforming sales organizations, creating content in the context of your marketplace realities.

Backed by extensive research, our simple Plug-and-Play Moments are well suited for addressing the sales and sales management situations that matter most. Our library of one-hour modules, which can be delivered in classroom or virtual settings in small or large teams, help your sales leaders experience the moments that matter most on-the-job.

Our Approach to Marketing

Experience tells us that there are three essential pillars of marketing execution: team members need the proper alignment, mindset, and capabilities to execute on your businesses’ strategy. We develop all three in your people using a variety of time-tested approaches, such as webinars, face-to-face marketing training programs, and consultative workshops. These powerful methodologies allow us to establish a common mindset, develop basic skills and knowledge, build a culture of knowledge-sharing, and get everyone on board with the new strategy in a successful and sustainable way.

Webinars reach large groups of people in a scalable, interactive manner, while classroom training provides an intimate, face-to-face learning experience. Our consultative workshops provide us with the opportunity to dive deeply into the specific needs of your marketing and sales functions, and help your people develop the skills they need to successfully achieve the results your organization wants to see.

What Makes Us Different?

We design powerful experiences that have a profound and lasting impact on people and their careers.

Inspiring new ways of thinking, building critical capabilities and unleashing business success.

Our solutions are customized through co-development.

They fit your business’ specific needs and make sales and marketing personal for your organization.

It is proven that people learn best by doing.

We build sales and marketing skills through simulating new strategies and different ways of working that empower people to make better decisions.

We are passionate about your business.

We make a point of knowing your business and industry like it was our own.


We Work with Leaders at Every Level of an Organization

Our sales engagements range from helping sales and business leadership create their strategy and execution plans to working with sales managers to lead their teams through change or balance the needs of customers, their teams and the enterprise, to changing how salespeople serve their customers every day.

Our marketing programs create a common customer-centric mindset and develop shared language, skills, and capabilities among people at all levels within organizations. We support companies in developing and implementing corporate, functional, and area-specific strategies, breaking down barriers between marketing and sales and driving marketing excellence. We do this through product and portfolio management, pricing, brand equity management, communication, and campaigning. We also work with leaders at all levels and their teams to provide on-the-job performance support, ensuring measurable business impact.

We serve management, marketing leadership, individual marketers, sales leadership, sales reps, customer’s customers, and all interfaces beyond this, including R&D, technical, HR, and other services. Our marketing programs run from small, self-paced training sessions to large, group deliveries that reach up to 8,000 people. We deliver online, virtually, and in classrooms, currently in up to eight languages. This allows us the flexibility to meet your needs in the capacity that best suits you.

The Results We Deliver

BTS was the right fit for us at Bayer Division Crop Science to implement our new Go-to-Market learning framework. Together, we created a holistic Marketing and Sales blended learning initiative called SkillCamp. This initiative has being very successful over the past several years, reaching more than 8,000 employees. Our combined efforts have been recognized with multiple awards, amongst which are a total of seven Brandon Hall awards. With BTS you get the perfect blend of learning didactics expertise and Marketing, Sales, and industry knowledge – and they are fun and professional to work with.

Millie Ruffin de Tekampe, Head of SkillCamp
  • Forecast accuracy improved from 50% to 80%.
  • Q2 revenue increased by 40%.
  • Achieved 150% of H1 sales target.

Multinational Power Management Company

BTS helped us to co-develop our corporate strategy in a very interactive way. We appreciate their expertise in Strategic Planning and Commercial Excellence and we are looking forward to execute our strategy with BTS as our external partner of choice.

Oliver Bruns, CEO
Edelmann Group

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