"There is no Silver Bullet"

I find myself uttering that phrase a lot lately. Maybe it's because business hasn't quite rebounded, despite modest improvements over last year. But everyone seems to want an easy fix -- especially in technology, where boom times are simply expected, and often not earned.

Pipeline is the lifeblood of any sales organization, and Jeff Ogden hits the nail on the head in his recent blog entry on SandHill.com

I don't know Jeff, but three cheers for sanity.

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...But to become the best, you need to make a BIG commitment. You need to invest serious sweat and patience in the foundation of demand generation:

• Value proposition development—Specific business outcomes that result from the use of your products and services
  
  
• Ideal customer profiles—Who are the best prospective customers for us?
  
  
• Buyer personas—What makes them tick? What do they really care about? Where do they turn for information? (See Personas are critical, Mr./Ms. CEO for more)
  
  
• Problem to Solution story-telling—How can we tell a story about their problems and keep their attention as we show them how to solve their problems? As Ardath Albee said, "We need to answer theWhat's In It For Them? question." You also need to leverage Catch Factors to get attention and use Cliff-Hangers to hold attention (editor's note: Credit Ardath for these terms) (See How to Use Great Story-Telling for Lead Nurturing as well as Ardath's great book eMarketing Strategies for the Complex Sale for more.)
  
  
• Great Content mapped to Buyer variables—Content that is brief, interesting and
  • Right format
  • Right person
  • Right time

Only by really working hard on understanding buyers, their issues, their problems, etc. will you have the insights to craft a world-class demand generation program. Don't short cut this process. Nothing in life is easy.

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