Are you becoming obsolete?

2022-03-09

Or, to be precise, Brent Adamson believes that "Traditional Sales & Marketing are becoming Obsolete" Brent was the co-author of the Challenger Sales & Challenger Customer process. He authored an article on HBR with the aforementioned title. This leads us to my wonderful guest, Jenna Pipchuk, Chief Sales Officer & EVP Global Sales at SMART Technologies. I read Jenna's story about how she and her colleague, Jeff Lowe, Chief Marketing Officer, ripped up the rule and redesigned from the ground up, how their sales & marketing...

Or, to be precise, Brent Adamson believes that "Traditional Sales & Marketing are becoming Obsolete"

Brent was the co-author of the Challenger Sales & Challenger Customer process. He authored an article on HBR with the aforementioned title. This leads us to my wonderful guest, Jenna Pipchuk, Chief Sales Officer & EVP Global Sales at SMART Technologies.

I read Jenna's story about how she and her colleague, Jeff Lowe, Chief Marketing Officer, ripped up the rule and redesigned from the ground up, how their sales & marketing functions worked together.

All of this with the global pandemic looming ahead of them.

Out of this was born the "Unified Commercial Engine" or UCE.

Could this be the new model for B2B sales?

We discuss :

The prevailing narrative of the rise of the millennial buyer and their buying preferences in the digital age.

How do you respond to this changing landscape?

When Jenna and Jeff both sat down at the start of this programme of change, they had no idea where they would end up.

How did they get buy-in from leadership? Clue, they didn't.

What was the process to dismantle their sales & marketing cycle, piece by piece?

How it was rebuilt around their customer's buying journey.

What is the complete customer infinity loop?

What do circles and squares have to do with all of this?

What does the organisational skill set of the future look like?

You don't pass the baton anymore, you are on journey together.

What is the secret sauce of the UCE?

and much, much more, including the results this is now yielding for them 2 years in.

If you are really serious about how you can, not only give your clients and prospects a better buying experience, while at the same equipping your teams for the future, this podcast is for you.

You can follow Jenna on LinkedIn - https://www.linkedin.com/in/jpipchuk/

This is the HBR article I reference - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete

Thank you to Jenna for giving up her time to share her story with me and more importantly, all of you.

If you didn't believe it could be done, well, Jenna, Jeff and the team at SMART Technologies have shown us the way.

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