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Here's what it really means to "meet customers where they are"

You know when you're describing your product benefits or business value to a prospect, and they say "yeah, I'm following, this is super interesting". But you feel like you lost 'em a while back? In my experience, this typifies the scenario where it can 'feel' alignment with your audience but that is really not the case.

Welp, that instinct can be measured and applied to specific decisions and assessments during a customer journey, contributing to:

  • a more realistic pulse on pipeline and

  • more accurate assessment of churn risk.

Examples of attributes are:

  • Leadership consensus and alignment

  • Operational "culture"

  • Self-awareness

  • Readiness to invest

For example, Account Executives (AE) can help identify prospects that meet the defined pipeline criteria yet may not be organizationally ready or equipped to succeed with the product.  The deal may pass all of the pipeline "requirements" but still become a high-risk customer.

Another example is with our Customer Success (CS) team.  We can 'feel' momentum building when things go right with our customers.  People show up excited and enthusiastic, milestones are achieved, more of our resources are requested, etc.  But we also can 'feel' the opposite - our customers show up for calls, but seemingly as a courtesy.  Maybe because some boss told them this was "important" to support, but nothing else related seems important or advancing.

Conclusion: Applying a light scoring model throughout the journey to assess "readiness" for the Cloud GTM motion will aid in enhancing sales productivity and customer experience/satisfaction. Improved financial results will follow. 

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