The process AND the product

In order to effectively communicate/market/sell a product, it must be intimately understood – how it works, the best situations, the biggest benefits, top 50 fringe uses, as well as the top 25 challenges and competitors. 

This applies equally to Professional services, SAAS, Subscriptions, Consulting, and nearly everything else.

While this path is critical for building revenue streams of untold millions; it is merely the start.

To be most efficient at connecting people with product at scale, I recommend a different approach – focus on internal decision-making process.

At first, it will seem chaotic, random. 

Patterns are slow to emerge. 

But when they do, they will unlock insights to unimaginable fortunes. 

Here is an easy example: 

In B2B, SAAS, and Professional Services; most buyers (people making decision to purchase) are not acutely aware of the need. Those who are aware of the need, or would benefit most, don’t always have the ability to make the decision – forcing your well-designed communications to get presented by 3rd party operators with limited bandwidth.

It takes a lot of up-front investing in relationships and asking valuable questions to understand the differences between how they say the process works and how it actually works. Conforming your sales efforts into their processes will help increase efficiency as well as effectiveness.

It begins with deep product knowledge, then shifts into people knowledge, and culture knowledge.