4 GROWTH PILLARS FOR CSOs

THE KEY TO ACCELERATING REVENUE GROWTH FOR B2B SALES ORGANIZATIONS IS A LOW-EFFORT, DIGITAL BUYING EXPERIENCE THAT HELPS CUSTOMERS FEEL MORE CONFIDENT ABOUT THEIR DECISIONS, ACCORDING TO TECHNOLOGY CONSULTANCY GARTNER.

CSOS SHOULD PRIORITIZE AND BALANCE 4 GROWTH PILLARS TO CREATE A BUYING EXPERIENCE ALIGNED TO THE NEW WAY CUSTOMERS BUY:

01

GTM SHIFT GO-TO-MARKET STRATEGY TO CONTINUOUS, PARALLEL ENGAGEMENTS WHERE SALES, MARKETING, CUSTOMER SERVICE AND CUSTOMER SUCCESS TEAMS ALIGN TO HELP BUYERS COMPLETE CRITICAL BUYING TASKS.

02

SALES FORCE DEPLOYMENT IMPLEMENT COORDINATED, CHANNEL-AGNOSTIC CUSTOMER ENGAGEMENT DESIGNED FOR DIGITAL BUYER PREFERENCES. ALL INFORMATION AND SUPPORT PROVIDED TO B2B BUYERS MUST BE CONSISTENT, COMPLETE AND CONNECTED ACROSS ALL DIGITAL AND HUMAN CHANNELS TO HELP LAY A STRONG FOUNDATION FOR DYNAMIC CUSTOMER ENGAGEMENT (DCE), WHICH HARNESSES AI TO DELIVER CUSTOMIZED NEXT-BEST ACTIONS AND GUIDE CUSTOMERS TOWARD THE CHANNEL MOST LIKELY TO HAVE A POSITIVE COMMERCIAL OUTCOME.

03

SALES EXECUTION TO OVERCOME ORGANIZATIONAL COMPLEXITY (THE LEADING ROADBLOCK B2B BUYERS FACE IN THEIR PURCHASE JOURNEY) FOCUS ON CREATING A LOW-EFFORT BUYING EXPERIENCE TO BUILD CUSTOMER DECISION CONFIDENCE. WHEN B2B BUYERS HAVE HIGH LEVELS OF DECISION CONFIDENCE, THEY ARE 3.6 TIMES MORE LIKELY TO OPT FOR A HIGH-END OR PREMIUM OFFERING.

04

ANALYTICS EMBED AI THROUGHOUT THE COMMERCIAL ENGINE TO AUGMENT DECISION MAKING, SO AS TO DELIVER MORE PRECISE INSIGHTS, BETTER PREDICT CUSTOMER NEEDS, AND SHAPE EVERYTHING FROM SALES EXECUTION TO CHANNEL ENGAGEMENTS WITH DCE.