Why You Should Let the Buyer Design Your Sales Organization

By Craig Rosenberg (TOPO)

Every organization needs to map their target buyer’s buying experience before they make imagesany decisions about the design of their sales and marketing function. TOPO came to this realization as we worked with clients over the last year to solve vexing challenges in their sales and marketing organizations.A client would come to us and ask a critical sales or marketing question. While we offered best practices and strategies to the client, most of these questions were best answered by their buyers. For example, marketers would often ask “What content types do buyers prefer?” or “What content will really convert?” The more questions we heard, the more we realized: The buyer is the best person to answer this question.

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