THE
BOOK
Go-To-Market leaders in growing companies are charged with growing revenue but few do so consistently. Over the last decade plus, we have had the opportunity to observe, advise, and lead teams in many growth companies. What we’ve learned across the market is this: To grow revenue consistently we must help guide our buyers along the Buyer’s Way. The Buyer’s Way is the path all Buyers take to make a purchase.
Every person is a Buyer, so to understand Buyers we turn to sources that teach us about ourselves. Psychology, Mythology, and Cinema teach us about who we are and why we act as we do. The Buyer’s Way builds on these insights to understand the true motivations, needs and fears of all Buyers as they heroically work to solve their organization’s problems. When we align our people, processes, and data strategies to the Buyer’s Way we put ourselves on the path to consistent revenue growth.
BOOK
EXCERPT
In this book, we will map The Buyer’s Way across each of its 12 stages. Each chapter will begin with the story of a great Hero. We will gain insight from these Heroes about what our Buyers are likely thinking, feeling, and doing at the corresponding stage of the Buyer’s Way. With an understanding of how and why Buyers behave the way they do, we will then set a course for how we go to market. I include a personal reflection of my journey at each stage along the way, hopefully delivering some insight and laughs from someone that has come up the ranks in sales and marketing. Each chapter will conclude with a Cheat Sheet intended to provide the Bottom-Line Up Front for each chapter for a quick primer when in need of quick insight.
ABOUT THE|AUTHOR/
John Kearney
John has been a Go-To-Market leader for over a decade, transforming marketing and sales strategies for organizations from $5M to $5B in revenue.