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My name is Sarah MacKinnon and I help B2B SaaS companies develop GTM strategy that decreases buying friction and sells more, faster.
Why? I am fascinated by buyer journey fails (and how to avoid them).
And with 5 years working B2B marketing agency-side and inhouse in start-up and luxury travel, and another 5 consulting with a variety of B2B clients, I've seen buying decisions fail in all possible ways.
--Prospects open up your website and yawn because you sound just like your competitors.
--Still, they can't figure out how your features compare to your competitors because they *sound* different...but they don't *seem* all that different.
--And that's assuming your product or service is different in a way that matters to your buyers.
--Buyers book a demo, attend an SDR call and then ghost, never to be seen or heard from again.
--Buyers attend a demo, answer all your questions and then ghost.
--Your team is publishing what you thought was thought-provoking blogs...but buyers don't find any stats, stories or proof that helps them as they are still trying to sell this dang purchase to the CFO, who will not relent on asking for real-life use cases.
--Deals are falling flat because things keep getting stalled as the buyer tries to sell this to 4 additional VPs that somehow just appeared.
--Meanwhile back at the ranch, your sales team has no visibility into what's going on. Account Manager sends "Just following up post-demo to see where things are at", which, unsurprisingly, gets ignored.
The net total?
Buyers who want to pay you money to solve their problems are struggling to buy from you and it is seriously hurting your sales.