Tech buyers value measurable results
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There is a reason the CLG Forum is obsessed with placing measurable customer results at the heart of GTM: it works.
Hank Barnes, Gartner's Chief of Research for Technology Buying Behavior recently published research into buying practices. The report, "Value based buying" identifies four practices that buyer teams are adopting:
They are very focused on achieving specific business outcomes.
They establish plans to measure the value from the purchase by assessing performance against measurable results.
They assess results achieved on a continuous basis.
They often adopt agile, dynamic buying processes, eschewing traditional approaches like RFPs.
The benefit of this approach to buying is staggering. When all four are followed, 71% of purchases are rated as high quality compared to 3% when they are not!
The lesson for technology suppliers is clear: measurable results for customers HAS to be the focus across the customer lifecycle. If you come up against one of these buying teams, you'd be better be crystal clear about the results your product enables and have crafted an organisation that can follow through and deliver.
It means your value proposition has to explain the results your product improves.
It means your ICP has to be laser-focused on the companies and roles that prioritise the results you enable.
It means your marketing collateral and sales messaging has to focus on the results that matter to the key roles you sell to and serve - the customer's expected value.
It means you build onboarding to deliver the first results milestone rapidly.
It means you actively track and report progress to the results your promised and course correct quickly when needed.
It means your product is built around 'achievement paths' that help users set and achieve goals for results that matter to them.
It means you know and can explain how your product's features enable results that matter to key roles.
It means you prioritise your roadmap by the quantum of value a feature adds to your chosen customers AND the revenue growth it generates for you.
It means your exec team operates a two-column dashbaord that tracks the results customers achieve as well as company performance.
We created the Customer-Led Growth Forum to help B2B SaaS understand and implement the approach that the best buyers adopt.
