Today's buyers do not make their decisions in isolation or run the risk of favoratism in spite of the great golf game they had with you. They are prudent, tech savvy and most of all risk adverse. They prefer to hear answers to their questions from independent authorities, gleaning information that is authentic and knowledge that they can apply with confidence in the outcome.
To stand out in a crowd of uncertainties and manufactured stories, vendors must dig deep into the heart of what they are to their audiences. They must demonstrate they are sincere in their beliefs and be capable of presenting facts and example of their value in a manner that aligns to the thoughts of their buyers.
Buyers don't really know what they need because its often confusing, changing rapidly or easier to just do nothing. That stands in the way of their own success and our job as professionals is to help guide them in the direction that is most appropriate for them. not you.
Since it is reported that most buyers are too busy to take your call, respond to your emails or even consider you seriously, what do you need to get them to act?
While marketing is crucial to "manage the brand" and sales is crucial to "manage the buyer", it is the combined "experience" that will separate you from all others. And in order to be successful, you must systematize your content.
The nugget of gold in this chart may not be obvious as most will think that the third party report from IDC, Forrester or Gartner is the most important. Its not.
They key ingredient lies in conducting an "assessment".