In this special episode, sit in while Nick reconnects with Jason Horsman, co-founder of Matter, a B2B sales outsourcing and data-driven consultancy. They discuss the evolution of Jason's career, the challenges of aligning sales and marketing in organisations, and the importance of leveraging data to adapt to the changing landscape of B2B sales, particularly with the rise of millennial and Gen Z buyers.

Jason shares insights into his business's journey, including the recent merger that enhanced their service offerings and the need for productisation to improve profitability. And join in the conversation as we witness a high-powered, live mentoring session in real time

 

KEY TAKEAWAYS

• Organisations often overlook the need for quality data, which is essential for leveraging AI and understanding buyer behaviour.
• There is a significant challenge in getting organisations, especially legacy businesses, to adapt to the changing landscape of B2B sales. Many companies struggle to align their sales and marketing functions and to embrace new methodologies that cater to the evolving buyer demographics, particularly Millennials and Gen Z.
• There's a need for businesses to move away from bespoke services towards more standardised, productised offerings. This shift can lead to improved profitability and operational efficiency, as it simplifies the sales process and reduces complexity.
• A recurring theme is the misalignment between sales and marketing teams within organisations. Effective communication and collaboration between these functions are essential for driving growth and ensuring that marketing efforts support sales objectives.

 

BEST MOMENTS

"I think the key challenges in B2B remain misalignment of sales and marketing functions, data not being at the heart of what organisations are doing." 

"We've probably gone a little bit lower on price proposition to win the clients, to win some of the bigger clients." 

"I think organisations are playing catch up on it now; I think there's lots of reasons why it hasn't been at the forefront." 

"The ultimate problem we see isn't actually... I think most of the sales and marketing leaders we engage with as clients, I think they get this point now." 

 

GUEST RESOURCES

Jason Horsman - https://uk.linkedin.com/in/jason-horsman-b16399b

 

VALUABLE RESOURCES

FREE DOWNLOAD:

"Exit For Millions Blueprint” - This blueprint will help uncover gaps across 15 danger areas that could sabotage your dream of achieving a life-changing exit.

https://go.highvalueexit.com/opt-in

 

Nick’s LinkedIn: https://highvalueexit.com/li

 

Nick Bradley is a world-renowned author, speaker, and business growth expert, who works with entrepreneurs, business leaders, and investors to build, scale and sell high-value companies.

He spent 10+ years working in Private Equity, where he oversaw 100+ acquisitions, 26 exits, and over $5 Billion in combined value created. He has one of the top-ranked business podcasts in the UK (with over 1m downloads in over 130 countries). He now spends his time coaching and consulting business owners in building and scaling high-value business towards life-changing exits.

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