Imagine that you and your customer are standing on opposite sides of the ocean, shouting to one another and sending paper airplanes with information and material. Hoping that the other person understands what you’re saying – and that the paper airplanes don’t disappear into the sea.
For a long time, this was standard for B2B sellers. They relied on their guts to make guesses about forecasts, sent sales material in emails and hoped it wouldn’t disappear in an inbox. Wishing that their buyer would share their material with the right stakeholders, without being able to verify it. They were, in effect, trying to communicate across a chasm; across an ocean where the wind howled and the noise was positively deafening. Quite naturally, they were also struggling to be heard.