Would you rather struggle against headwinds or slipstream on the breeze?
How to turn today’s economic forces in your favor
A popular way to describe our current economic condition is that we’re “facing headwinds.” If you’ve ever rode a bike into a strong wind, you know what it feels like.
In the enterprise technology space, when our customers face headwinds, so do we. Economic headwinds, like today’s, require our customers to adjust course—sometimes overnight.
Their shifting strategies also require us to take a different tack. The problem is that tech companies often struggle with change, especially in sales and marketing.
In a perfect world under ideal conditions, we deliver innovative solutions for our customers that always keep them pointed in the right direction.
Back in the real world, though, it’s 2023 with headwinds. We have a simple approach to help you and your customers slipstream—vs. struggling to control the rough weather.
Our plan is an uncomplicated matter of form, focus, and assessment.
FORM | Establish your Slipstream team
Select three Strategic Account team leaders and three Product Marketing team leaders to form your Slipstream team.
Have the Strategic Account team leaders identify the top three customer challenges they see.
Have the Product Marketing team leaders identify your organization’s top three solutions that address the customer challenges.
Have your Slipstream team select one customer challenge and one solution that addresses the challenge.
Call this “The [Your Company’s Name] Slipstream Solution.”
FOCUS | Market and sell your Slipstream solution
For 60 days, have the Slipstream team Strategic Account leads champion only your Slipstream Solution across their strategic accounts.
During this period, pause any other marketing efforts that don’t support your Slipstream Solution.
ASSESSMENT | Evaluate sales and course-correct
Every 60 days, reconvene your Slipstream team.
Have the team report on progress and fine-tune your Slipstream Solution offering, as needed, based on customer feedback.
As the team succeeds, expand marketing of your Slipstream Solution to a broader set of customers.
Economic conditions will improve. You now have an established team and proven approach to proactively address your customers' evolving needs.
At first, adopting this agile approach may feel challenging. But with practice, riding the slipstream becomes easier. In difficult and favorable climates alike, this strategy will advantage your business and differentiate you from your competition.
If you need assistance or want to know more, we can help!
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